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The importance of AI and ML in email marketing

The importance of AI and ML in email marketing

Have you ever received an email that appeared tailor-made for you? Maybe it was a product you were just thinking about or a complimentary one to something you’d just bought. You may no longer be surprised to learn that those emails are the result of the importance of AI and ML in email marketing at work. 

Today, email marketing has progressed so much further than bulk mail blasts, and thus become a more carefully nurtured approach that influences consumers globally. AI and ML are at the prominence of this evolution, allowing marketers to resolve extensive amounts of data captured on each individual they serve and are therefore more relevant than ever before. 

The greatest, yet less publicised, phenomenon of AI-based email is its reach. Instead of concentrating on website optimisation to capture visitors, consider the much greater benefit of taking those product selections in your emails when most appropriate directly to each consumer, using hyper-personalised product selection software. This should enable the penny to drop that, as McKinsey says “no wonder the ROI is 20x higher than all other marketing methods combined”. 

Hyper-Personalising Email Content – AI and ML

Hyper-personalising email content is about building messages that are appropriate and engaging to each recipient. The more you offer personalised content, the more likely the recipient will search out and engage with your site perpetually thereafter. 

However, constructing hyper-personalised content for each and all recipients can be an intimidating task for marketers. There are autonomous personalisation tools out there, obviously some better than others. But you are now at the place where AI and machine learning intelligence (ML) come into play. AI and ML algorithms can resolve content in a way that past solutions can’t, with individuality implemented to create a distinction from old technology reflected in the levels of returns you could only previously dream of having.

For example, if someone has earlier expressed interest in a particular product – by navigation, an AI-stimulated email program automatically identifies this interest but then also rates it in comparison to all that individual’s other actions. With constant adjustment, perpetual machine learning ensures that every action it takes also contributes to the overall satisfaction and careful nurturing of that individual consumer. No burdensome human input and associated costs are any longer involved to achieve massive returns.

By personalising email content accompanying AI and ML, marketers can increase the relevance and influence of their emails, leading to massive additional income rates and more sales.

Optimising Email Send Times – Predictive Analytics

Email marketing has always been time-critical. Certain hours of the day, week, and month have always been important, and appreciating them achieves more for different retailers. Sending an email at a specific time can considerably increase the chances of it being opened and read. However, deciding the optimum moment was a challenge for marketers until AI came along. This is using the science of logical analysis to gain an advantage over your retail peers.

Predictive analytics is a method that uses algorithms, and machine intelligence to predict future outcomes. In the framework of email marketing, it may be used to decide the highest in rank opportunity to transmit an email to a particular consumer.

By resolving determinants such as open rates, click-through rates, and change rates, predicting the science of logical analysis can label patterns and styles in recipient action. This fact can therefore be used to decide the optimum send opportunity for each recipient. For example, if a receiver usually opens emails in the evening, the policy can as a matter of usual practice schedule future emails expected shipped at a comparable time.

Automated Email Campaigns – machine intelligence

Creating and directing email campaigns is a tedious and expensive process for marketers. This is exactly where AI / ML predictive personalisation software can help. By utilising machine intelligence algorithms, email shopping software can certainly achieve the goal and offering emails unique to the recipient, and outside previously achievable ends that were long since hoped for.

The process of creating email campaigns using machine learning no longer starts with the segmentation of audiences dictated by known parameters. Where previously colour, brand, material, cut, taste etc might have been the critical elements (and we acknowledge they are still important) but perhaps now not as much as other factors for that individual.

If their predilection to purchase is based on parameters unique to the individual, then adopting traditional ones instead will deliver lesser levels of return i.e. If previously you have shown them the latest Chanel jacket, cut to their size, in their preferred colour, you may now be achieving lower returns or return in comparison to using data like when they are most susceptible to that offering, or that it also have the lining, pockets, edging and accessories they like. No matter how good the marketer they can’t hope to sustain that depth of knowledge on each individual in a usable form.

Likewise, automated emails can’t hope to compete with autonomous ones. What’s the point of involving an extremely costly element in a process that runs best on nano-second technology? By the time they have chosen the right product for one individual, or worse a segment, time has moved on, and that person has seen something else they’d prefer more. Utilising data immediately is one of the most relevant aspects of AI/ML adoption. Very relevant and on point for immediate CTA.

Enhancing Email Deliverability with AI

Email deliverability refers to the strength of an electronic mail to reach the receiver’s inbox alternatively being apparent as spam or bounce back. Achieving maximum deliverability is essential for the benefit of email marketing. 

AI analyses everything that happens when an email is received, not only open rates and click-through rates but specific products of interest, with its data fed back into use, moving forward. These facts can therefore be used to improve future email content, organised order, and target to increase deliverability perfection rates and eventually advance email ROIs.

Enhancing email deliverability accompanying AI can bring about enhanced open and click-through rates, resulting in more conversions and revenue for the seller. Additionally, it can help to defend the seller’s perceived personality by each consumer, enhance their reputation and prevent them from being perceived merely as an avaricious sales body, which hurts future relations.

Segmentation now irrelevant to personalisation

AI adoption in email marketing targets the right individuals in your customer base and instantly stops perceiving them as simply a revenue source to your lifestyle. They are individuals not divisions of a herd. An email to the wrong person results instantly in not only low open rates but extreme unsubscribe rates too. Literally half the subscribers have been known to leave from one obtuse irrelevant mistargeted campaign, and irreparable damage to the seller’s reputation. This is a place of AI-driven personalisation rather than segmentation. Further, the distinction delivers so much greater ROI, that the ecommerce world will soon be defined by those who appreciate the distinction and those who don’t.

AI drive mail marketing manifestos adopt best practice machine intelligence algorithms to resolve differing dossier points, such as views of products, past purchase nature, navigation experiences, and engagement rates, to nurture and develop affinity from individual email subscribers. This allows the retailer to send details of exactly the right products to the right person, at the right time, growing engagement and loyalty.

Using AI-personalisation of content selection brings about larger data rates, more conversions, and eventually, more income for the marketer. Using the right hearing accompanying the right communication, marketers can build a more personalised experience for their clients and increase their overall vindication of their loyalty to the brand.

Analysing Email Engagement Data – ML

Analysing email data dossiers is a basic fact of electronic mail shopping. By understanding how receivers engage with emails they receive, marketers can make dossier-compelled determinations to improve their method and improve campaign results. This is place machine intelligence (ML) is invaluable.

Email marketing that uses ML algorithms can resolve date dossiers in the way that open rates, click-through rates, and conversion rates recognise patterns and flows in receiver conduct. For example, the policy can use ML so recipients are less inhibited to the level of interaction with your site, to such a degree that it becomes significantly more busy, with proportionate length of time on your site, average order value significantly higher, and ultimately a massive increase in customer lifetime value. Needless to say, churn rates go through the floor.

ML can also adjust the content of emails to incorporate less obvious data, navigation routes, length of time viewing a product, and early appreciation of a genre of product/brand being built to a higher purpose i.e. whole outfit assembly, colour or brand loyalties etc all data-driven. 


It Is fair to say that the leap in investment return thanks to AI and ML is phenomenal. There is no point in the future that you cannot join the revolution, but it is reasonable to offer that early adopters will secure the lion’s portion, when it comes to market share in years to come. For technophobes the maxim “fortune favours the brave” has never been so true.

But a word of caution there are providers for whom necessity causes them no option other than to say their solution is future-proof, where they have invested so much in pre-AI technology, they want retailers to believe they have upgraded and continue to maintain their position.

The truth is that there are now new, purpose-built solutions that would annihilate them in a comparison test, and while the new kids on the block don’t yet have the revenue share to invest in their visibility, it is only a matter of time before word gets out.

There is of course often worse culprits responsible for the lack of investigation into new and potentially much more lucrative resources that could be adopted. Whether you call it apathy, lack of opportunity, fear of the unknown or just exhaustion, they all amount to a reticence to change. If the system you have doesn’t create waves, deliver a reasonable response, etc why change? After all, it can’t be worth the effort that much can it?

Please add your comments below. We’d love to have your opinion of solutions you enjoy and hear your stories about how AI and ML are improving your efforts.

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