Creating a highly engaging email campaign is no fun.
From keeping it personalised to ensuring the right delivery time, you have to tick every box to expect a result from your email marketing. Luckily, today’s marketers have a reason to smile as most parts of their job can be done with the help of AI or artificial intelligence. And creating an engaging email campaign is not an exception. This is made easier and streamlined by game-changing technology like Generative AI.
Generative AI-Driven Email Marketing can create compelling marketing emails, subject lines, banners, and images quickly and at scale.
In this guide, we will be walking through the key aspects of generative AI in email marketing. Let’s get started.
What is Generative AI
Generative AI is a type of artificial intelligence that uses data to create new content, whether it’s text, images, audio or video. In a nutshell, generative AI takes the manual work out of email marketing.
Why Use Generative AI for Email Marketing?
Simply put, generative AI makes email marketing better, faster and stronger. Customers expect a connected, personalised, amazing experience from your brand, and that experience plays a huge role in how they view your company.
In fact, one in three customers will switch from a brand they know and love after just one bad experience. When it comes to email marketing, it’s up to you to make sure that every email they click on is a good experience. Generative AI can make creating those experiences a lot easier.
How Generative AI Works in Email Marketing
Generative AI applications are based on machine learning models that will examine existing data to determine the type of content that best works, including past campaigns, customers, and purchasing history. Then, they come up with new ideas or variations of email messages that align with your objectives.
For example, for a new product promotion, AI can come up with multiple subject lines, short promotional paragraphs and even come up with corresponding visuals.
This does not imply that AI can replace marketers. It is a tool that will make you work smarter and concentrate on strategy, innovation, and relationship-building rather than spend hours writing and testing.
Three Ways Generative AI Is Transforming Email Marketing
Here are some of the biggest ways AI is completely transforming email marketing.
Saves You Time
You might have already guessed this by now, but it’ll save you time. Simple as that.
Need to create an email series? Generative AI can help generate subject lines, write body copy, and create images in no time.
Enables Personalisation at Scale
Email marketing is most impactful when you deliver one-on-one personalised messages to your audience. And AI gives you the power to personalise those messages at scale, meaning you can customise a large volume of emails at once using your customer data. Not only can AI quickly create content on various topics, but it also adds that personalised touch too.
Optimises Email Performance
All that speed and personalisation help you optimise email performance. Need to A/B test a subject line or ten? Generative AI can speed up this process and give you suggestions based on emails you’ve sent in the past.
When you use generative AI to optimise your email campaigns, you might notice some of your key metrics go up. We’re talking about higher open rates, click-through rates and conversion rates.
How to Make the Most of Generative AI in Email Marketing
Start with a Clear Goal
Identify your goals. Are you looking for increased open rates, engagement or conversions? Once you are familiar with what you want, it is easier to have the AI trained to generate emails that are aligned with your objectives.
Train AI using Quality Data.
AI relies on the information you provide it. Your email content will not work well if your data is outdated or incomplete. Train your AI tool using correct customer data, previous campaign outcomes and audience data. The more quality the data, the better the email suggestions and personalisation will be.
Maintain a Human Touch
AI is able to generate content in no time, but human touch provides emotion and context. Ensure that the tone is appropriate to your brand and the message is natural. The content should not feel robotic.
Use the same Voice of Your Brand.
Your identity is your brand voice. It can be friendly, formal or fun; ensure that your AI tools are trained to suit it. Most AI email applications allow you to establish tone rules and examples.
Test and Learn Continuously
Experiment with various subject lines, images, and call-to-actions that AI recommends. Track the open rates and engagement, and optimise the AI.
Protect Customer Privacy
Generative AI relies on customer information to make messages personal. Always comply with privacy regulations and seek permission prior to the use of personal information.
Proofread
Even intelligent AI technology can be wrong or biased. Always make sure that the content of emails is accurate, inclusive and relevant.
Keep Learning and Adapting
AI technology evolves fast. Keep abreast of the new tools, features and trends in email marketing. Regular training of your team will make you feel more comfortable with the AI. The campaigns you make will remain fresh, intelligent, and pertinent when you continue learning.
A Word of Caution
Of course, generative AI can help you reduce costs and improve ROI while providing high-quality, personalised customer experiences.
Even though AI does all these things so fast, you don’t have to sacrifice quality or accuracy. That’s because you are always in the driver’s seat to make sure that the content is accurate, thoughtful and impactful. This is called a “human in the loop” approach, and it’s crucial for marketers who want to be successful with generative AI and their email strategy.
Embrace the AI Advantage
Generative AI is more than just a buzzword; it’s a transformative tool that empowers marketers to work smarter, not harder. By embracing this technology, you can elevate your email marketing from good to exceptional, connect with your audience on a deeper level, and drive unparalleled results.
