The rapid development of artificial intelligence (AI) has changed the potential for numerous industries in recent years – and email marketing is no exception. The use of AI opens up completely new opportunities for B2C companies and marketing teams: Automated processes, personalisation on a new level and increased relevance of messages promise to make the customer journey more sustainable and maximise engagement. But how exactly does AI work in email marketing? What advantages does it offer and how can companies benefit from it?
Personalisation: the right message at the right time
With AI, email personalisation is becoming more precise and relevant than ever before. Through machine learning, algorithms can analyse user behaviour and preferences and create individually tailored content based on this. This hyper-personalisation enables customers to receive exactly the messages that are relevant to them – at the ideal time and via their preferred channel. Studies show that personalised emails have an up to 50 % higher open rate and can significantly increase the conversion rate.
Automation and optimisation of campaigns
Automating email campaigns is nothing new, but AI takes the possibilities to a whole new level. Machine learning algorithms analyse user behaviour and adapt campaigns in real time. One example is ‘predictive send timing’, in which AI calculates the perfect time to send an email based on the recipient’s individual behaviour patterns. The result: higher open and click rates.
Segmentation through AI-based insights
Traditional segmentation approaches in email marketing, such as demographic or geographical characteristics, are often limited. However, AI can enable much deeper and more dynamic segmentation through cluster analyses and behavioural patterns. This allows recipient groups to be formed that have similar preferences or interests – without marketers having to manually analyse large amounts of data. This makes it possible to design more targeted and relevant campaigns.
Predictive analytics: predicting customer behaviour
AI can use predictive analytics to make predictions about the future behaviour of customers. This makes it possible to recognise customer churn at an early stage and take measures to win these customers back. An AI-supported analysis of purchasing behaviour can also indicate which products or services are of particular interest to individual customers and when is the best time to recommend a purchase.
Text and image generation
AI-supported tools for text and image generation offer a fast and efficient way to create content. For example, special algorithms can formulate subject lines that promise higher open rates based on A/B tests. Images can also be dynamically adapted to customer preferences – an important factor in increasing visual relevance and engagement.
Optimisation through AI-based multivariate testing
AI can help to identify the optimal subject lines for different customer groups through multivariate testing, for example. Other components of the email, such as imagery or call-to-action, can also be tested. With this approach, marketers can test emails in a way that goes beyond traditional A/B tests. As opposed to testing two variants of the same email against each other and then sending a winning variant to all recipients, ki-supported multivariate testing ensures that each target group receives the email with the components that achieve the best results within the specific segment. This leads to an increased open rate.
Multivariate testing: the email with the segment-specific winning components for each target group
Reporting and analysis: Understanding key performance indicators with AI
AI-supported analyses can help to quickly understand complex data sets and identify important trends. Algorithms can recognise patterns in customer behaviour and support marketers with detailed insights into conversion and interaction rates. This allows future campaigns to be planned in a more informed way and adapted to the insights gained.
Conclusion:
The integration of AI in email marketing offers far more than just efficiency gains – it enables companies to tailor email campaigns even more precisely to the needs of customers and build long-term relationships. AI not only provides insights into customer behaviour, but also ensures the continuous optimisation and automation of processes. This makes it an indispensable tool for companies that want to sustainably strengthen their marketing strategy in the digital world.
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