4 Ways AI Will Change Email Marketing and Automation

Founder of Orchid Agency
Carla Sinfon
May 30, 2022
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Every day we discover new methods of interacting with our customers, from optimizing search engines to streamlining the marketing funnel. 

However, as technology advances, we can expand the parameters of what it means to truly understand our target market. Technology has helped create new opportunities for both businesses and consumers; and Artificial Intelligence (AI) is no different. 

AI is perhaps one of the greatest technologies of our time and its potential for marketing is something we shouldn’t ignore. AI in B2B marketing is transforming the way customers interact with businesses. 

Here are a few ways AI can affect B2B email marketing and marketing automation.

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1. Machine Learning and Real-Time Analysis

The adoption of artificial intelligence into B2B can help businesses grow by improving the customer experience, which can be done through machine learning and real-time analysis. Machine learning in AI can not only save time and resources but empower customers as well. 

By analyzing customer buying habits, trends, and other data, AI can provide the necessary insights to help you retain customer attention and improve engagement. 

Additionally, AI can provide customers with recommendations based on their previous interactions. Marketers can learn and understand how to provide customers with smart purchases by reaping the insights from intelligent software – and this can all be done in real-time.

Real-time analysis provides marketers with precise insights into what’s trending, what’s popular, and what each individual customer purchases.It can also show personalized recommendations  after their purchase.

While this is a fantastic tool for marketers to use, this is also a great way to provide better customer experience. By analyzing data in real-time, customers can now see new offers and promotions with every interaction.. By looking at their behavioral patterns, AI can produce relevant and personalized suggestions.

2. Optimizing Email Content

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Traditionally, creating an engaging email requires a good copywriter, experimentation, and analysis. Not to mention the images, blogs, articles, and other promotional material that is included in an email. 

However, with AI and automation, you can significantly cut down on the necessary time and resources needed to create email campaign. 

AI uses an algorithm to generate subject lines with high click-through rates by analyzing the results of previous email campaigns to optimize and improve your subject lines over time. It can streamline the content creation process by utilizing pre-written copies, images, blog posts, curated content and links to produce emails with a high engagement rate.

With AI you can make retargeting more efficient by distinguishing between different customer behavioral patterns, making it easier to send emails at optimal times to increase the likelihood of engagement. 

Finally, AI can fine-tune personalized emails by using predictive analytics, complex algorithms, data, and machine learning to predict customer behavior. AI can recommend products that customers are likely to be interested in by analyzing previous interactions and data trends. 

Overall, AI can support your business by  optimizing your email campaigns, improving engagement, and providing copywriters with a great tool to help them create content more efficiently. 

3. Brand Recognition and Influence

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Standing out from your competition can be a struggle. Content writers have to be intelligent and creative enough to gauge what customers can and will relate to. While it might seem impossible to guess the piece of content customers will like, AI might be able to help narrow down their preferences. 

Artificial intelligence can accurately learn and predict what audiences will find interesting through  complex algorithms. The algorithm reads and analyzes sentiments, interactions, and inputs from customers on social media and provides you with the best way to engage with them. Based on their findings, content writers can strategically create content that sits well within the pre-sales stage and influences customers.

In regards to branding, AI can help improve or enhance your brand.B2B marketing and sales rely on customer satisfaction and AI can help manage your brand image. Whether it’s  not spamming a customer’s inbox or creating a complex well-tailored personalized email, AI can raise brand loyalty and reduce abandonment.

By offering informed and relevant content on email or social media,  customers will feel less annoyed by your approach and help retain brand loyalty.

4. Work Efficacy and Operational Growth

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Apart from brand awareness, AI can also provide a much-needed improvement on the behind-the-scenes aspect of the business. With AI’s deep learning ability and convenience, automated systems can reduce a considerable amount of work stress and expenses. 

The unique potential of AI can provide your employees with the necessary tools to achieve their goals more effectively and help increase work efficiency. AI can be a great tool for copywriters and marketers by giving them an idea of what content to use to optimize engagement.

While there is a significant challenge and cost to implementing and optimizing AI in your business, it’s still a worthwhile investment.

AI is a powerful tool that isn’t going anywhere and implementing it into your business sooner rather than later can help you stay on top of the competition and keep your operations up to date.

Closing

According to a recent survey, 90% of top marketing influencers confirmed that the future of B2B is a combination of smart people and machine learning. With digitalization becoming more necessary for businesses, AI provides a wide range of applications and potential for improvement in B2B. 

AI enables marketers to navigate and predict future trends more precisely. Predictive analytics and real-time data management can help you engage with customers more effectively while gaining a significant competitive advantage. 

Undoubtedly, AI and machine learning can become powerful tools in the digital and data-driven future we’re heading into. To chat more about your B2B AI journey please reach out to us.

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