Advances in machine learning, predictive AI, and generative AI are allowing marketers to do more with the data they have. While many vendors were already incorporating AI and ML into their platforms to power segmentation and predictive analytics, the rapid growth of generative AI has opened the door to many new possibilities.
One area of particular interest is text and image ideation and content creation. Generative AI is integrated into the workflow of composing email messages, suggesting subjects, body text, calls to action, and visuals. Customer data can also be leveraged to create highly personalized emails tailored to individual preferences and past interactions, as well as to help translate content for global campaigns.
Additionally, email vendors use it to automate A/B testing, perform sentiment analysis, and improve deliverability.
Generative AI started appearing in software after ChatGPT hit the market in late 2022
Email marketing platforms were no exception.Many vendors offer
Generative AI assistants help marketers generate engaging subject lines and text content.
Also messages and images. AI and machine learning helps with segmentation behind the scenes
You can also predict optimal messaging and send times.
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Here are some specific areas of email marketing where genAI is making an impact.
Message structure
The process of creating the textual and visual content included in individual message templates has greatly advanced with the advent of generative AI. What was once as simple as cutting and pasting text or images into a template can now generate not only a subject or multiple subject options based on a prompt, but also copy of the body and possibly an image. became.
More sophisticated systems allow marketers to generate different versions of messages tailored to segments or individuals based on available data about them. Some platforms also offer machine learning-driven capabilities for running A/B tests that automatically optimize for the most favorable responses.
data management
The way email marketing platforms allow marketers to capture, analyze, and act on data are some of the biggest areas of competition and differentiation between email marketing platforms.
However, the most sophisticated platforms go far beyond this by incorporating customer data platform (CDP) functionality. These systems collect data from recipients' email interactions, but can also add information from a variety of online and offline touchpoints and third-party data sources.
More sophisticated applications of the data include audience building and segmentation, such as:
Uncover insights from big data stores using artificial intelligence and machine learning.
Audience identification and segmentation
Some platforms include full-fledged customer data platforms, but even if they don't, the customer databases associated with these systems serve as a single source of truth across the organization. Such integrations give companies a complete view of their customers and enable them to leverage data for marketing, customer service, and product development purposes.
A treasure trove of unified data allows marketers to know more about their customers and also gives them the opportunity to identify lookalike audiences by connecting to additional data sources. Artificial intelligence and machine learning capabilities can find useful patterns that marketers may not have been looking for.
Email marketing is a well-established technique, but that doesn't mean the field is static. Data management and personalization technologies are growing in importance as marketers seek to know their customers and use that knowledge to improve the relevance of their communications. Additionally, advances in artificial intelligence and machine learning will drive improvements across the platform, enabling more efficient creation of personalized content for AI-identified segments, as well as testing and continuous improvement. .
