Statistics show that the total number of emails sent and received worldwide is estimated to be 347.3 billion, potentially increasing to 376.4 billion by 2025 (source).
With ever-changing client preferences, you must ensure that your emails are tailored and relevant for each individual.
This article will provide a comprehensive guide to using artificial intelligence in email personalization and offer actionable insights.
What is email personalization?
Email personalization is the strategy and method of sending tailored marketing emails to different clients based on factors you select.
Unlike generic emails, this process allows you to create unique and engaging messages crafted with your client’s specific needs and interests.
Factors used in creating personalized emails include age, gender, location, interests, and preferences, among other details that could be drawn from clients’ profiles or data sets.
With email personalization, you can expect higher open rates and more clicks, increasing conversions, and overall results.
Email personalization using Artificial Intelligence
Personalizing email is an essential step to making buyers feel understood and connected. To do this, businesses need data that can be utilized to create emails tailored to each individual buyer, helping them receive more meaningful communications.
There are three ways to get such data:
1. Directly from buyers
Collecting information like names and ages during registration is the basics, but if required, with more detailed preferences, you can provide optional quizzes and surveys to increase understanding.
Making this process voluntary allows buyers to choose how much they are willing to share their data. In addition, taking this time to learn about buyers’ wants and needs can help you provide more details for personalization.
2. Automated collection
Automated data collection methods allow us to gain insights into individual and collective buyer profiles.
This data can be collected and analyzed using software or tools for metrics such as the frequency of purchases, the amount spent, the preferred form of purchase, and more.
These new findings allow B2B businesses to create customized experiences that cater to their buyers’ needs and desires.
3. Cookies
In general, cookies are how marketers capture user behavior from their websites and extract appropriate data for customization.
Most browsers have now restricted third-party cookies to protect users’ privacy, and Google recently declared that all cookie usage on its browser would cease by 2023. (source).
To fulfill the need for personalized experiences without compromising security and confidentiality, businesses are switching to using first-party data instead of relying heavily on third-party cookies. This way, they can find the perfect balance between personalizing content while still protecting client privacy.
After gathering the raw information, AI transforms it into something that can be evaluated or incorporated into your email campaigns.
What Artificial Intelligence does with data?
AI makes the most of client behavior data to customize and optimize your email campaigns for success.
Moreover, this will identify when a person is likely to check their inbox and then send emails at that optimal time for maximum engagement. It also uses this information to send individualized offers tailored specifically for them, ensuring your brand loyalty and retention remain strong.
Furthermore, when empowered with the right data, AI incorporates simple first-name personalization. As a result, it will enable you to deliver customized content your buyers crave, making them feel valued. With all these features combined, AI makes running successful email campaigns easier.
Related: 3 Simple Ways To Personalize Emails At Scale
Overall, AI-based technologies help businesses formulate well-crafted emails that increase the chances of desired outcomes, such as higher open rates, click-throughs, and conversions. In addition, utilizing AI for personalizing emails is an excellent strategy for boosting brand affinity, trust, and overall client satisfaction.
