by Isadora Welby
Marketing Executive, Phrasee
Of all the tools and strategies that have evolved to meet the unique needs of the email marketing industry – and there have certainly been many – few have had a bigger impact than email marketing automation has.
Automation allows brands to deliver relevant, personalised, and (most importantly) timely email marketing content at a scale which would otherwise be extremely difficult, if not impossible. It has enabled the drip campaigns and behavior-triggered messaging that has brought email marketing into the 21st century. The fact that email has managed to outpace social channels in terms of overall engagement and ROI to date is due in no small part to the contributions of the increasingly effective email automation tools available.
Now, 2019 is here, email marketing automation stands poised to make its next great evolutionary leap: the widespread adoption of artificial intelligence.
The dream of true 1:1 email marketing personalisation is alive and well. Delivering the right message to the right person at exactly the right time has been email marketing’s holy grail for the better part of a decade. And with email marketing AI becoming more accepted and widely available, we may be closer than ever to reaching the 1:1 dream.
The email marketing industry has barely scratched the surface of what AI technology has to offer. Its ability to sift through mountains of subscriber engagement and purchase behaviour data, then learn from the insights that data offers and optimise a brand’s approach on an ongoing basis, is a powerful one indeed. Better still, these insights can be applied to the automated processes that already make email marketing campaigns run, increasing their effectiveness and efficiency with every send.
The day when custom-tailored, personalised, AI-optimized marketing emails can be delivered at scale to just the right person at just the right time might arrive sooner than you think.
This article is from our white paper ‘The Future of Email’. To download your free copy, head to https://mailninja.co.uk/the-future-of-email