Unsolicited tip: If you or your team want to write better copy, find one or two great examples, and then explain, line by line, why the copy works.
Email marketing has taken a giant leap forward. While many marketers understand the basics of personalization—like using a recipient’s name or tailoring content based on past purchases—AI is enabling a level of customization that goes far beyond these tactics.
AI, meet email
One of the most significant advantages of AI in email marketing is its ability to analyze vast amounts of data to predict customer behavior. By leveraging machine learning algorithms, businesses can forecast what products or content a user is likely to engage with next. This means sending emails that align with individual preferences even before the customer knows they want something.
Example: An online bookstore could analyze past purchases and browsing history to send personalized recommendations for upcoming book releases that fit a reader’s genre preferences.
Dynamic Content Tailoring
AI allows for dynamic content that changes based on user data in real-time. This goes beyond simple segmentation; it enables marketers to create emails that adapt based on the recipient’s behavior or context at the moment of opening.
Example: A travel agency could send a promotional email for a summer vacation package to users living in warmer climates while offering winter getaways to those in colder areas— all in the same campaign.
Enhanced Subject Line Optimization
Crafting the perfect subject line can be an art form, but AI tools can analyze past campaign data to suggest subject lines that resonate with specific audiences. By identifying patterns in open rates and engagement, AI can recommend wording, length, and even the best time to send.
Example: An e-commerce brand might find that subject lines with emojis lead to higher engagement among younger audiences, while more straightforward lines work better for older demographics.
Behavioral Trigger Emails
AI enables the creation of highly targeted behavioral trigger emails that can be sent based on specific actions taken by users. This means that businesses can engage customers at the exact moment they show interest, increasing the likelihood of conversion.
Example: If a user abandons their shopping cart, an AI-driven email can be triggered to remind them of the items left behind, potentially offering a discount to encourage completion of the purchase.
Sentiment Analysis for Improved Engagement
AI’s ability to analyze sentiment in customer interactions can guide the tone and content of emails. By understanding how users feel about a brand or product, marketers can craft messages that resonate more deeply, fostering stronger connections.
Example: If customer feedback indicates dissatisfaction with a product, a brand can send a personalized email addressing concerns, offering solutions, or providing incentives to improve customer loyalty.
As AI continues to evolve, the possibilities for email personalization are virtually limitless. By harnessing predictive analytics, dynamic content, and advanced testing methods, businesses can create highly engaging email campaigns that resonate with their audiences. The future of email marketing is not just about sending messages; it’s about delivering the right message at the right time, tailored to the unique preferences of each recipient.
We have our own team do something like this, and it’s eye opening.
And if you need an example of great newsletter copy, you can always refer to this newsletter. Just an idea. 🙂
Delivery, or it didn’t happen: Speaking of email marketing…your emails might be the best in the world, but if they don’t make it to the inbox, they’re useless. MarTech recently updated its email deliverability guide, and we can’t recommend reading it and bookmarking it enough.
