Technology has already transformed the way businesses operate. From email marketing to making sales, technology can shape how people do business online. With that said, machine learning has taken center-stage in email marketing. From campaigning to making a sale, email marketing will need all the optimization that it can get.
Essentially, machine learning helps configure your marketing programs in ways that help you analyze customer data and generate smarter marketing decisions. In short, this form of artificial intelligence helps streamline and enhance marketing in more ways than one, including:
- Managing your emailing list
- Composing subject lines in your emails
- Helping optimize delivery times
- Helping personalize the email body
- Automating email newsletter creation
- Collecting data, AND
- Reporting data
In this essential guide, we will explore machine learning, and 5 ways that it can help your business to transform email marketing optimization and sales campaign.
How It Works
“To understand machine learning, you’ll need to keep in mind artificial intelligence,” says Dennis Wesley, a business blogger at MyWritingWay and Resumention. “When talking about artificial intelligence, it means that technologies have the capability of understanding data in ways that make them somewhat more human. Such technologies can help machines perform cognitive tasks like a regular person would, or would do so even better.”
With that said, artificial intelligence includes the following technologies:
- Natural language processing
- Deep learning
- Computer vision
- Machine learning, etc.
“Machine learning is the most common in artificial intelligence,” adds Wesley. “Technologies like voice assistant Siri are run by machine learning. Siri is built to understand human language when the user speaks to it through a mobile device. Afterwards, Siri can respond using machine learning. The machine learning comes in, because Siri is searching for an answer based on the data that’s logged into the device and its memory storage.”
So, as one can imagine, machine learning can be beneficial in more ways than one. In short, machine learning can do the following for email marketing:
- Pull insights from accumulated data
- Help optimize emails to be more effective
- Provide recommendations
- Help marketers make effective decisions, AND
- Make sales predictions
Transforming Email Marketing Optimization And Sales Campaign
Now that you know how machine learning works, how can it help businesses with their email marketing optimization and sales campaign?
While there are many ways than one that businesses can benefit from machine learning technology, we will describe 5 of the most common ways that machine learning can be benefiting. These tactics come from the idea that the email invites users to shop, and that nurturing your leads is essential to making the sale count.
So, if you want to stay ahead of the competition, let’s transform your email marketing optimization and sales campaign today with these 5 tactics:
1. Automating Email Copy Creation
Firstly, users will skim through their emails in seconds, before moving on to something else. In fact, according to Marketing Charts, 53% of emails are read, with recipients looking at the email for at least 8 seconds. So, unless the email is 100% enticing to the recipient, they won’t waste much time reading it.
But how can you get recipients to actually open your email? With an attractive subject line, of course! However, this is easier said than done.
Subject lines are meant to entice the recipient to open the email. But if your subject line isn’t grabbing anyone’s attention, then your email will be buried among many other emails. So, why not let machine learning help you change that?
Machine learning helps marketers create compelling subject lines for your emails. This creates a form of personalization, when you incorporate machine learning. Why? Because machine learning taps into customer data – their names, their shopping history, their browsing history on your site, etc. With that in mind, machine learning can add pretty much anything in your email copy to make it more enticing and personalized, including:
- Emojis
- Descriptions
- Calls-to-action
- Word positioning
- Formatting, etc.
As you can see, personalization is made possible with machine learning, especially when it comes to subject lines.
2. Email List Management
Emailing can take a long time when managed manually. Since many users may subscribe to your company’s emailing list, you might get lost in a sea of emails without machine learning.
The good news is, when machine learning is implemented, it can make email list management seamless for your next marketing campaign. With machine learning, you can manage emails in the following ways:
- Organize your email databases
- Eliminate updated contacts
- Find new email addresses
- Automatically update information like phone numbers, job titles and any other contact information, AND
- Improve deliverability
With email list management… well, managed by machine learning, you won’t have to struggle finding who has subscribed to your emailing list, or who wishes to unsubscribe. Remember: Users have the right to either join or leave your emailing list.
3. Content And Deliverability Optimization
Content is very important when bringing your business online. People, nowadays, are online – 4.66 billion active Internet users worldwide, according to Statista. In addition, Statista suggests that 92.6% (4.32 billion) of users access the Internet on their mobile devices. That’s why content is important, is because many users are on their Internet-enabled devices.
With machine learning, your content will be made better for the users. Machine learning will study the usage and data of consumers. For example, how many users are accessing the Internet on their smartphones? “Or, what are the pain points when users navigate your email? These types of questions are important to keep in mind, because they help you determine what your content should look like. In this way, you can increase the likelihood of your email content reaching more and more of your audience,” says Paul Smith, a business writer at Studydemic and Writingpopulist.
As for deliverability, machine learning can help with getting your email content out there. How? By helping you create segments and workflows that are customizable and automated. Get more content out to your subscribers with machine learning!
4. Nurturing Leads
No matter what, your customers matter. When people shop from you, they want to feel important; they want to feel valued when they buy something.
However, when people start to drop out of the buyer journey, you’ll be left with abandoned carts on your site. What happened? Well, if you don’t nurture your leads long enough, then they’ll drop off. In other words, if you’re not giving your leads what they want, then they’ll leave without completing the sale.
That’s where machine learning should come in!
Machine learning automates and goes through a lot of data from users. What can’t be processed manually can be automated by this technology. In this way, it can track customer activity:
- What are people viewing in your store or site?
- How many people are visiting your store or site?
- What is the visitors’ intent (or reason for shopping)?
- What can your store offer to entice shoppers?
When you ask yourself these questions, you’ll be doing what’s called “nurturing.” When you nurture your leads, you might change their minds, if they’re not sure if whether or not they should buy something from you.
The secret? Understanding customer insights.
Marketers can use these insights to make email delivery more frequent and scheduled. In addition, machine learning can help you track customers by going through their browsing activities. Customer browsing histories can show you what people are shopping for, what they’ve clicked on, what types of products they are abandoning in the cart, and so on. This help marketers identify products that are being commonly looked at and or bought once customers look at other products. The best part? This information is offered in real-time, meaning that you can see it as it updates. Examples of this valuable information can be from social media, where users may post their favorite things to shop for.
5. Better A/B Testing
Finally, A/B testing is just as important in email marketing as anything else in your initiative.
“Machine learning can do wonders for email marketing,” says Marcus Jones, a technical writer at SimpleGrad and Best essay writing service. “With email marketing, marketers can initiate multiple and ongoing tests in sending emails, and evaluating which ones are performing well. As such, this tactic will be results-based, making email optimization quick and continuous. This is beneficial for marketers that are setting up email campaigns, defining marketing goals, and creating email variants to test. Once you set up machine learning in your sales campaign, it’ll automatically run tests, and then continue these tests throughout the email campaign. This allows for more optimization, and allows for more sales that come from successful email campaigns.”
Conclusion
So, there you have it!
As you can see, machine learning can do a lot of things, when businesses implement it in their email marketing. It’s a step closer to allowing artificial intelligence plan your email marketing campaigns and make well-planned strategies.
As a recap, machine learning can do the following as you transform email marketing optimization and sales campaign for the better:
- Automate email copy creation
- Manage your emailing list
- Optimize content and deliverability
- Help you nurture leads, AND
- Help you conduct better A/B testing
By following this essential guide, machine learning can help your business thrive when it comes to email marketing and sales campaigns.
About the Guest Author
Emily Henry is a writer and editor at Student Writing Services and Boomessays Review. She is also a contributing writer for Best essay writing services. As a business product manager, Emily oversees various projects in many writing businesses.
