Artificial Intelligence (AI) applied to email marketing: how to use it and examples

Artificial Intelligence is spreading in more and more areas of our life, and of our company. In this article we want to talk about one in particular: email marketing. Many organizations have already started to use email marketing tools with AI, and also many others that, without being specifically for email marketing, their Artificial Intelligence has made them useful in the whole process of work in this area, both for their profitability and for the good results they provide. If you want to know them and see how AI can help you with the implementation of an email marketing strategy, stay, because in this article we will tell you all about it.

What is Artificial Intelligence applied to email marketing?

First of all, AI is the ability of a machine to simulate the skills of a human being, such as creativity, reasoning, planning or learning, among others. They achieve this by training from data that gives them the ability to create patterns.

Applied to email marketing, AI tools are able to perform email marketing tasks that are normally done by humans, freeing them from mechanical work and supporting them in creative tasks. We will see below what those tasks and jobs are, which are not few.

Why use Artificial Intelligence in email marketing?

AI applied to email marketing can have many benefits, both in the long and short term:

• Personalization: as we have already mentioned, AI is able to learn from data. Applied to email marketing, it has the ability to know the history of customers and their browsing habits, thus being able to tailor different aspects of emails to each individual to improve email performance.
• Profitability: using AI tools in email marketing strategies has been shown to increase revenue and reduce costs. In fact, it is proven that unsubscribe and open rates are more likely to improve with it.
• Efficiency: it allows you to launch large-scale email marketing campaigns quickly and easily.
• Automation: it can perform specific tasks much faster than any human being.
• Scalability: makes it easy for businesses to grow without investing large amounts of staff and money in the process.

Ways to apply Artificial Intelligence in email marketing

Now that you know what AI applied to email marketing is and some of the benefits it can bring to your company, and more specifically to your email marketing strategy, we want to show you in what concrete ways this technology can help the team in charge of this strategy.

Writing compelling subject lines

The subject line is the first thing that subscribers, leads or customers will see in an email and, therefore, it is one of the most important elements of an email. In fact, many times, the success or failure of an email marketing campaign depends on something as small as the subject line. There are AI tools, such as ChatGPT, that can help us with this task and improve our open rate. But not only that, there are also AI tools that create subject lines after having analyzed the metrics of our previous campaigns.

Improve, facilitate and speed up segmentation

Segmentation is a very important technique within an email marketing strategy. It serves to group different email recipients according to their interests and thus send them personalized content. AI can do this based on buying behavior and based on the information they themselves have provided, as well as from the CRM, so your team doesn’t have to do it manually, which is time-consuming and more prone to error. In short, it’s AI that knows which products appeal to X customers and which content will appeal to them the most.

Create the body of the message

Click-through rate is also very important when analyzing the performance of an email marketing campaign. It tells us how many times a person has clicked on any of the buttons or links inside the email. So if this is low, the content of the email probably needs to be revised. AI can also help you with this by inspiring your copywriting team and indicating what kind of messages and tones work best.

Clean your email database

Removing inactive contacts, updating addresses, tweaking names… In short, manually reviewing your email marketing database is a tedious task that takes time away from your team when they could be spending it on more creative tasks. AI algorithms can also keep your email list clean and in good shape to optimize your deliverability.

Improve recommended articles

Many companies take advantage of a section in their newsletters to recommend to readers some of the products or services they might be most interested in. Or, even, after the customer has visited your online store, they automate a personalized recommendation email based on their web journey. This is a very effective strategy, especially within the hotel industry and in retail companies.

Artificial intelligence is also used extensively in this regard, as well as when sending cart abandonment emails, which work in a very similar way.

Optimize delivery schedules

AI can be programmed to analyze each subscriber’s time zone and, based on that data, send mail at a certain time. This way your team can save you from manually scheduling each subscriber.

Run A/B tests

Finally, they can also be of great help when it comes to performing an A/B test and knowing which email will work best based on data from previous campaigns, even before it is launched.

Can AI really replace the work of email marketing teams?

As far as AI copywriting capabilities are concerned, no. There is still a need for human action and these AI tools, in that sense, serve more as a support or an element of inspiration.

If we look at other more technical tasks, yes, they can replace the work that used to be done by a person. However, they are very mechanical jobs that free the team from tedious tasks and allow them to focus on more valuable work.

Best AI tools for your email marketing strategy

Hubspot

This platform optimizes audience segmentation and personalizes messages for greater relevance. Hubspot’s AI enables automation of routine tasks, such as sending follow-up emails, saving valuable time for the team.

In addition, it offers advanced analytics to understand subscriber behavior and improve marketing strategies. With Hubspot and its AI, companies can boost efficiency, increase customer interaction and achieve more effective results in their email marketing campaigns.

Brevo

It is an email marketing platform that includes automation and AI to its processes.

MailChimp

Helps to optimize email marketing processes with sending optimization, personalization and A/B testing features.

ActiveCampaign

It is one of the most comprehensive email marketing tools equipped with a wealth of automation features.

ChatGPT

This chat launched by OpenAI answers questions and is able to generate complex texts, both creative and informative, being a great ally for copywriters.