Email marketing is an integral part of your digital marketing strategy. The two should be in sync if you want to achieve higher engagement and boost your conversions. However, most marketers believe their emails are either not engaging enough or, are not able to offer the kind of optimization they are looking at.
When it comes to emails, marketers are constantly challenged with
Increasing brand awareness and positioning the brand as visualized to the customers
Building a valid list that will value the message sent in the emails.
Generating good leads and converting them into customers.
Engaging the potential buyers along the purchase funnel, and carrying them forward and converting them into actual customers.
There are obvious gaps that exist, which can be reduced or removed with the help of data-driven personalization and better email interactions.
Artificial Intelligence technology plays an important role in, not just improving the value of your email, but also perceiving your goals and the future of your business.
With AI by your side, your email marketing techniques gain the power to convert for better.
Here we will discuss how AI can redefine email marketing, and why your business should include it in their marketing strategy.
#1 Know the send-time
Most marketers find it an aching issue to identify the time of the day when their emails will receive maximum opens and click-through rates.
AI offers a data-driven insight into what will be the best send time for your emails. How? The data is all available for you to go through. However, if you were to sort the data on your own, and build insights, it would take longer than you would know.
AI algorithms can happily construct the data into relevant insights, based on the subscribers’ email behavior. The markets also know what subscribers do once they receive an email, and what time do they generally open the email.
This level of personalization can help you win the subscribers, and take that step towards conversions.
#2 Automation with AI
Automation ensures that the email is sent to your customers at the moment when they are moving across the purchase funnel. The idea is to dictate their purchases and convert them. right from on-boarding to nurturing and helping them complete the purchase, there is an automation for every single point in the journey.
AI understands what you want or plan to buy by looking at your browsing patterns and past purchases.
Accordingly, AI will determine the type of emails that will help you on-board as well as help the business with nurturing you towards purchases.
These algorithms are also defined to identify the kind of images and content that seem to attract the email subscribers, so as to maximize the conversions.
The automation done with AI helps receive maximum engagement and improves your conversion rate phenomenally.
#3 Subject Lines that Open High
In most cases, marketers struggle majorly with subject lines. Yes, there are subjects that get you a good open while, there are lines that don’t even get a glance.
How would you know which line actually worked for you? that means, you have to go through all the campaigns, see through the words that actually created an impact, analyse the data and finally come up with the insights.
You might have to do the same with the competitor’s emails too.
Instead, you can adopt AI to your hoard of technologies, and have the data filled into the machine to build insights for you. Based on the learning models that are fed into these machines, you will get an idea on which subject lines do well for your campaigns.
#4 Hyper-personalization for Better Marketing
Personalization was and still is an important part of marketing your content to the right audience. However, with time, the term hyper-personalization is gaining traction.
Sending out emails to the right person with the right message is as important as the right time. hence, you ought to hyper-personalize. If the person has just abandoned a cart, you cannot send them a welcome email. If the person has completed a purchase, you cannot send them a lead nurturing email.
Apart from being personal, you also need to understand their behaviour and their needs to draft the apt email.
It is important for marketers to adopt hyper-personalization, which is possible with AI. AI will not only segment your list, but also tell you when you need to shift a particular person from one cluster to another. It helps you automate with a good list.
#5 Analyze Campaigns Better
you always want to know if a campaign did good, and did you really manage to achieve your goals. However, with AI you can go that one step further and understand what worked in the campaign and what did not.
Your customers and their interests can be learnt better with the combination of Big Data and Artificial Intelligence. You will know how and what the customers read through the emails, what part of the emails were they interested in, and for how long did they read the email before taking the action.
In some cases, the people take the action immediately after the first fold while, in some other cases they don’t take the action at all, despite reading through the entire email.
AI will collect and analyse the different data, and give out insights into the campaigns. It will eventually help you craft a better campaign the next time.
#6 Better Email Testing Processes
Emails have to undergo the A/B testing before you send them out. You need to check whether the campaign will be seen by the target group you are sending it to or, do you need to change some parameters. You may not find the human intervening slightly inaccurate, which is why you need to turn to AI to improve your testing processes. You should ideally conduct tests on AI platforms, and they will suggest the improvements to your campaigns, and prevent revenue loss in your marketing efforts.
AI engineered email marketing campaigns are the superpower that your company needs. it will not only help you float meaningful campaigns, but also enable you to monitor and measure the effectiveness. This way you will be able to capture better subject lines, create dynamic content and improve your overall marketing efforts.
If you are planning to personalize your marketing efforts, it is important you adopt AI technology, as it will make automation and personalisation easier and accurate for your organization.
Instead of being the marketer, today, think from the subscriber’s perspective for a minute. Imagine receiving an email from a brand every single day. How does that make you feel? Not too good? Does it feel like you are being pushed into making that purchase?
Now imagine how would your customer feel when you, out of habit, send too many emails, at least one per day, to them? Increasing the frequency may seem right to you but, it does lead to many unsubscribe. Being bombarded with emails will not help with engagement; instead, it will create a distance between you and your customer.
The question every marketer asks is “how many emails are too many emails?” Here, we aim to discuss the result of too many emails, also known as email fatigue in detail. We shall tell you the right number of emails to send, and other tips that can help you avoid email fatigue, and keep up with engagement.
Email fatigue happens when your subscriber receives a lot of emails from you. In some cases, they may feel the overwhelm when they receive brand emails from anyone and everyone.
There are a few reasons that you could associate with the feeling of fatigue.
The subscriber has been receiving emails from your brand way too frequently
You have been sending emails that are not personalized to them
From this, you can clearly say that if you pass on the wrong message to the wrong person at the wrong hour, and too many times, then you are bound to cause email fatigue.
Typical signs of email fatigue
A typical sign of email fatigue is the increase in unsubscribe. If you feel that the users are opting out of your email subscription, then you need to check the message and the frequency immediately.
The other sign is disengagement. If the open and click-through rates are suffering as a result of email overload, then your emails are definitely causing fatigue among the subscribers.
Here’s what you can do in case the damage is already done.
Email Fatigue Recovery Measures
The best way to recover from email fatigue is to start a re-engagement campaign. A good re-engagement campaign needs to be dictated if you want the under-performing assets of your email lists to view your emails and engage with you.
Here are a few examples that should happen to help you with recovering from email fatigue. It is important to segment the under-performing assets before you engage them with these emails.
Bespoke Post wants to know why the subscribers wont open their emails. They have upped the game by asking them their preferences, which the brand can use to create email content.
TeeSpring has sent out a re-engagement email asking the subscribers to get back and start a new campaign. They want to know why the subscribers not with the brand anymore.
The second best way to fight email fatigue is offering a down subscribe option. This means you ask your subscriber to take a break for a while from your emails. This pause period will help them recover from the fatigue, and gear them up for emails from your brand. However, the next time you send emails make sure that you don’t tire them out.
However, there are ways in which you can easily avoid email fatigue for your brand.
Here are a few best practices that should help.
Best Practices to Avoid Email Fatigue
#1 Keep measuring the signs for fatigue
Even before you begin with another marketing campaign, make sure to measure signs of fatigue from the previous emails. Check who all unsubscribed, did not open the email or opened and did not bother to move beyond the first line. The time spent as well as other numbers will guide you through the process. Once you have the numbers, you will know if there are signs of email fatigue among your customers, and if yes, how many in the list are going through the same.
#2 Ask them to mark their preferences
As a marketer, you need to know what the customer expects from you, and how often they are ready to see your email in their inbox. You should always ask them their preferred frequency i.e. the number of times they are ready to see your email in a week/month, at the welcome hour itself. This will help both set the pace for future emails, and also set the right expectations.
#3 Segment your subscriber list
Segmentation is very important, and should be done at the start. You need to study them based on their demography as well as purchase and browsing behaviour before you segment them. a complete understanding of what your customer needs, their preferences, and how often they check emails should be noted for best marketing campaigns.
#4 Personalize the email content
Once you have segmented the emails, you know everything that you need to for the campaign. Begin your email campaign on a personalized note. You don’t need to send the same email to all your lists. You can strategize campaigns for a particular list, define content accordingly and send the message to the list. That way, you have higher chances of getting a good open rate.
#5 Note the send time and frequency
As a marketer, you ought to be careful when the message reaches the audience. If your timing is wrong, and you send it way too often, then you might cause fatigue. Check the frequency opted by the subscriber, and research the timing based on their behavior and the data you have for open and click-through rates. This should help you know the right time and frequency to send your emails. Once done, you will notice that your engagement rates are going high.
#5 Don’t forget to test the emails
An A/B testing is recommended before you start working on the final campaign. You should test the emails not just for the subject lines, but also the send time and frequency. If the test shows positive results and response, then you can send the emails at that hour else, it is better to change the frequency and times immediately.
Email fatigue is real and pretty normal. It is not necessary that the email frequency the customers had opted for at the start, is the frequency they want to maintain throughout their journey with the brand. It is important for you to keep updating the preferences, and re-engaging with those providing least engagement. You need to understand why people are opting out or, not reading your emails.
Without ignoring the issue on hand, make sure to dig deeper to understand the root causes of the fatigue, and try to remove them as soon as you can. The idea is to personalize the message and send it at the opted frequency and the time that the users generally open their email.