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The capabilities of generative artificial intelligence (GenAI) have been widely discussed. And his 73% of marketers are already using it.
Here's what they say about its effectiveness:
- 90% of people who use GenAI say it helps them create content.
- 67% say it helps them save time.
- 49% of email marketers say GenAI helps them make their campaigns more personalized.
But how exactly can GenAI help B2B marketers?
Current status of GenAI in B2B
In B2B communications, GenAI has proven effective for personal communications and outreach emails (such as cold messages and follow-up messages) that feel more like one-on-one conversations.
It's also useful for managing conversations with chatbots. The more details you provide GenAI about your products and customers, the more accurate and engaging your communications will be.
But what about the newsletters that businesses send to their customers? Currently, these emails are created manually by human email marketers. However, GenAI can automate many of those processes.
Reduce email creation time with GenAI in B2B email marketing
Email marketing is extremely important in B2B, but it's time-consuming. Here's how GenAI changes the game.
- Shift focus: Marketers can now focus on enhancing customer engagement and mapping the customer journey, instead of time-consuming tasks like coding emails.
- Real world impact: Just a year ago, GenAI (like ChatGPT) was considered a “junior assistant.” Now you can create complete campaigns, which greatly reduces the need for manual monitoring.
Using GenAI in email campaigns
Using GenAI in email campaigns can be viewed as a process that gradually expands its functional capabilities and roles, starting with simple tasks and ending with managing entire campaigns.
A separate element or section
In the initial stages, GenAI can focus on performing discrete tasks such as optimizing or creating email subject lines, generating short product descriptions, etc. Although these actions are limited, they can still save you a lot of time and resources.
Sections as parts of a whole
The next stage in the evolution of GenAI usage is demonstrating GenAI's ability to be integrated into more complex processes.
GenAI can manage individual text blocks of your email campaigns within the context of your overall strategy, making your content more consistent and relevant. For example, GenAI can optimize your email text by adapting it to a specific tone that matches your company's corporate style. Additionally, GenAI can rewrite your content using specific terminology to better communicate your company or product features, goals, and mission, increasing the value of your communications.
Research shows that applying ChatGPT to entire email sections, not just individual elements, can increase click-through rates (CTR) by up to 41% thanks to a consistent and comprehensive approach to content. Ta.
The entire email
GenAI can independently develop emails according to specific instructions.
At this stage, GenAI oversees the entire creation process. That means generating an outline, creating email content, adapting it to checklists derived from analyzing previously successful newsletters, and formatting and optimizing emails for specific audiences.
The result is a much more efficient interaction with clients.
Entire email campaign
The final stage in the evolution of GenAI's role in email marketing is full participation in campaign creation and management.
At this stage, GenAI can not only generate individual emails, but also develop comprehensive strategies, from analyzing data and identifying target users to creating complex campaigns.
GenAI has significantly expanded its capabilities and has emerged as a key component in modern email marketing strategies, excelling in managing campaigns in a holistic and integrated manner.
The road to improvement: enriching with context and feedback
To enable GenAI to evolve and solve more complex tasks, it must be enriched with context and provided with continuous feedback.
- context This refers to providing GenAI with detailed brand information and data such as customer interaction history, audience psychographics, and market trends. That information allows GenAI to accurately understand audience preferences, leading to more effective targeted marketing.
- feedback This includes providing ChatGPT with honest feedback on its output and analyzing campaign results. This helps GenAI identify what works effectively and what needs improvement, ensuring continuous improvement of the algorithm.
iterative process
GenAI's learning process is iterative and involves continuous testing, evaluation, and adaptation – with each cycle, the AI becomes more accurate and effective, adapting to changing market conditions and customer needs.
Using these approaches not only “teach” GenAI how to solve more complex tasks, but also significantly improve the overall effectiveness of your email marketing campaigns. The result is more personalized, creative and effective communication with your clients.
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GenAI has the potential to not only become a central figure in your email marketing team, but to fundamentally transform it: by providing GenAI with the experience, knowledge, and data it needs, we will usher in a new era of innovation and efficiency in marketing communications.
More resources on using AI in email marketing
The “best” use case for custom generated emails created by AI (unfortunately!)
How to create the perfect cold email using ChatGPT
How companies are using AI for email marketing
Email marketing and artificial intelligence: What's next and what you need to know
