Email Marketing Integrating AI

Email marketing is cost effective and results are easily measured. In 2018, it has generated 4400% ROI for businesses. Almost 70% of businesses spend their money and time on email marketing, reaching those who have opted in and are interested in the company’s products.

Screen Shot 2019-05-18 at 1.04.08 AM
Source: Campaign Monitor 

It has been found that 61% of consumers prefer to be contacted by brands through email
and 66% of consumers have made a purchase online as a result of an email marketing
message. To continue to influence purchase decisions, brands should continuously use email as one of their marketing strategies and enhance personalisation and engagement to increase conversion rate.

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Source: Optinmonster

Email marketing is value for money and is not dying out, unlike what many believe, and people check their emails more than social media first thing in the morning. Companies should integrate both these strategies as they are more powerful together by leveraging off each other. Cross promotion helps their brand message reach more audiences and help remain in consumer’s consideration set. To make it even more powerful, companies should integrate AI to better target and serve their customers by humanising a brand through understanding and recommendations, building a relationship that could increase brand loyalty.

 

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Source: ConversionXL 

For example, Amazon personalises emails by addressing customers by their names, reminds them of their abandoned shopping cart to encourage purchases and offers them new recommendations and discount opportunities based on the products the consumers have previously viewed or bought.

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Source: The Manifest

It is also important for companies who uses this marketing technique to be mindful and only advertising to those who has opted in, avoiding spam that would be detrimental to society, be filtered out by email providers and at a frequency that would not annoy its consumers.

Have you made purchases through email advertisements? What about it interests you most to influence your purchase decision?

-E.

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16 thoughts on “Email Marketing Integrating AI

    1. Thank you for your reply. I agree, i do that too. Email marketing is effective in getting attention and to keep the brand in consumer’s consideration set. Despite not every promotion being converted into transactions, we can see that this strategy is not slowing down!

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    1. Thank you for your reply. I agree! Personalised email makes us feel special and develop a relationship with the brand and we often would feel more enticed to engage in purchase and seize the promotional opportunity!

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  1. I do like email marketing that is personalised. Often I find myself deleting the spam email, but when its personalised it does make me stop to have a scroll through things that I either have been looking at, or am interested in!

    Liked by 1 person

    1. Thank you for your reply. I agree, when it is personalised I too feel like it is specifically meant for me and those products and promotions are chosen based on my previous searches or purchases.

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  2. I find that I am more likely to click on an email advertisement if it addresses me directly rather if it was just a generic mass email. While the personalisation does make me more likely to scroll through the email, I rarely follow through on a purchase unless there’s a sale that I just can’t resist! Great read! 🙂

    Liked by 1 person

    1. Thank you for your reply. I agree, personalisation is important to grab the consumer’s attention. Although it is not a definite conversion, remaining in a consumer’s consideration set helps the brand not fade out.

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  3. I’m on the fence with email marketing. At times it can really annoy me when it just fills up my inbox and if they continue to send me the same emails all the time. Nevertheless, I do enjoy it sometimes for instance when I get offered a discount because a company has sent me a code in an emil on my birthday. I think for me, the more personal and less spammy the better.

    Liked by 1 person

    1. Than you for your reply! I totally agree with you. I only enjoy such emails when I have a need and the rest of the times, even though personalised, I feel that it might be quite annoying. Email marketing is an oldie but a goodie – although we find it annoying, we still haven’t unsubscribed it because we would still like to know what the brands could offer!

      Liked by 1 person

  4. A really informative post, Elaine! I personally have found great deals via email m marketing, but make sure to only sign up to relevant brands that I know ill buy from (ones I’m loyal to). I make sure to quickly opt out of other emails if they’re getting annoying. Thanks for the great post 🙂

    Liked by 1 person

    1. Thank you for your comment! I on the other hand love personalised emails when I have a need and the rest of the time found it annoying, but have yet to unsubscribe because I am still intrigued to know what a brand has to offer. Hence, I think email marketing is very effecting in capturing a consumer’s attention and being at the top of mind, helping to increase conversion rate.

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    1. Thank you for you reply! I am rather on the fence. When I have a need, I love being contacted by brands with personalised recommendations. The rest of the days, I feel that these emails can be quite annoying.

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  5. Thanks for the interesting read, Elaine! I think email marketing is super effective! Especially when they refrain from sending too many emails and instead opt for a personalised approach! I know I’ve made purchases multiple times when receiving emails from brands I love about sales!

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