Leveraging AI in Email Marketing: Send Time Optimization, Segmentation, and Product Feeds

I'm often asked whether we're using ChatGPT in email marketing campaigns. Despite genAI's proliferation, the answer is no. However, there are three distinct ways we do recommend leveraging AI in your email marketing: send time optimization, personalization/segmentation and product feed recommendations.

Send time optimization is a technique that helps email marketers dial in the right week, day and time to send messages. Products like Einstein have particularly good audience saturation algorithms that identify subscribers in danger of being over-communicated and those who could use more communication. You can also build complex decision trees to automatically optimize the send time for each consumer.

Audience segmentation is another key element. It allows you to tailor your messaging to different demographics, geographics, psychographics, family status, affinities, existing vs. prospective customers, etc. AI can also be used to build a welcome journey that brings rich data for deeper personalization early in the subscriber relationship.

Product feed recommendations are also important. AI can be used to make emails relevant to each user, for instance by providing product recommendations based on purchase, browsing and abandonment histories, refill reminders, tips and tricks for product use, recipes customized to user affinities or local sales or partner discounts on CPG products.

To get good results from these initiatives, you'll need to get your house in order on two fronts: data clean-up and email templates. Make sure your data is clean and filtered, and you’re collecting the right information to enable advanced segmentation. Revamp your email templates to feature live text and dynamic elements, such as rewards points earned or membership status.

Finally, working through the use cases above will pay immediate campaign dividends and also set you up to use AI options when they become more viable. You'll know more about your audience and have richer data at your fingertips through personalization initiatives, which will only help you leverage AI options to come.

Originally reported by Martech: https://martech.org/3-ways-email-marketers-should-actually-use-ai/
This article was written automatically by artificial intelligence. Please make us aware if you have any concerns about this automatically generated content.