email marketing

Future of Email Marketing: AI Edition

Robby Leffew | May 15, 2019

Marketing

Beautiful creative, a crafty subject line, and an offer that no sane person could pass up. How can an email marketing campaign fail with such creativity and generosity? Let’s discuss the future of email marketing and the use of AI (Artificial Intelligence) and Machine Learning.

Knowing your customer is key


Sending an email to their inbox is personal to them. You need to know who they are and what they are interested in. If you mess this up they can become defensive and may not forgive you. I experienced this in an email I received a few years ago. I was part of a golf email list at a local course. I received an email inviting me to play in the tournament over the weekend. I would have loved to play! The tournament was for Ladies only. Bummer, I was excited and then disappointed.

How can AI and Machine Learning help?


Computers can automatically, or with some assistance, gather information and data from each customer. Information is gathered from many sources including, past emails, search activity, and site activity. This information is analyzed over time and can help segment lists for personalized messaging. A personal message is not new in the industry but it is more important than ever.

Can’t get information?


Online activity is easily trackable these days, especially when a customer visits your site. If you don’t have the proper tracking in place it will be difficult to gather data and have automation work for you. In this case, you can still get the information you need for segmentation and personalization. How? Ask the customer! Send them a short survey asking what they are interested in. Be creative with the questions to gather information without being intrusive.

Example of a short survey that could be sent to a recent subscriber for a golf course:

 

How often would you like communications?

  • Once a week
  • Once a month
  • Never, I just signed up for fun!

 

What would you like to receive?

  • Promotions
  • Newsletters
  • A Better Golf Score

 

Promotions vary and we don’t want to waste your time. What would interest you the most?

  • Golf Lessons
  • Golf Tournaments
    • Men’s
    • Women’s
  • Tee Times
  • Discounts

 

We send out amazing birthday specials and incentives based on where you live.

If you would like to get the best deals, feel free to provide the following:

Birthday:

Zip Code:

Phone Number:

 

With this little survey, you can gain knowledge of each customer and begin designing dynamic campaigns that are personalized for each individual.

The future of email marketing is now. Know your customer and you will gain their trust and loyalty. Use AI, Machine Learning, and surveys/questions to get the information you need. Once you know subscribers all you will need is a beautiful email, crafty subject line, and personalized dynamic messaging/offers. Need help getting started? We know someone