Leveraging AI for Better Email Marketing

In today’s digital landscape, effective email marketing is essential for small businesses looking to connect with their audience and drive sales

CREDIT: This is an edited version of an article that originally appeared on Business News Daily

For small businesses, email marketing can play a pivotal role in any sales strategy. However, many fail to understand the mindset of today’s buyers, who are not swayed by generic, one-size-fits-all campaigns. To truly engage your audience, it’s crucial to leverage data and technology to craft personalised, relevant emails. By doing so, your marketing messages will feel more like an invitation to explore rather than just another item to be sent to the spam folder.

As internet technology evolves and email access expands across new devices and standards, small businesses need to continually update and optimise their email marketing strategies to stay competitive. Statista projects that there will be 4.6 billion email users worldwide by 2025. To effectively reach this growing audience, businesses must embrace technological advancements to maximise conversions.

Crystal Sheffield-Baird, strategic content storyteller at Crystal Clear Storytelling, said ““The key has been properly managing email content that is educational and serves the reader with helpful information and promotional emails that lead to your product or service.”

Utilising AI

Whether your email marketing strategy is aimed at individuals or other businesses, one thing is clear: People want to feel that their specific needs and interests are being addressed. AI enables marketing automation that customises messages based on customer data, tailoring content to each audience. For example, algorithms can generate personalised marketing based on a consumer’s past searches, making communication more relevant and engaging.

As a result, AI can automate and improve many aspects of email planning and management.

To ensure your customers receive the content they truly want, consider adding steps to the email opt-in process, such as asking subscribers about their content preferences. While these additional steps might reduce the number of sign-ups, they will result in a more engaged and interested subscriber base.

Building the experience

Email marketing has evolved into a key element of brand identity, playing an integral role in the customer experience. By incorporating features like engaging video content, interactive calls to action (CTAs), and in-email instant messaging, your emails can become gateways to your products or services. These interactive elements create a more dynamic experience, which can boost customer engagement, increase click-through rates, and ultimately lead to higher conversion rates.