Connect to Customers Through AI Fused Email Marketing- Part 1
In 2016, a team of hustlers in San Francisco started an email newsletter for non-technical entrepreneurs – the firm sends six issues of The Hustle per week. Initially, an add on to their main business – events – the email newsletter has become a large company in itself. It has over 900,000 subscribers – and has grown because of its fantastic content and word-of-mouth referrals.
This is the power of email marketing done right – it’s one of the most efficient cost-effective methods in a marketer’s arsenal. It helps in building brand awareness and increasing product sales, as well as fostering trust and loyalty with a company’s customer base.
But it comes at a cost. Users today have overloaded inboxes – with so much content that unless something is of direct interest, it is not going to grab their attention or elicit a response.
Personalization is essential to marketing practices – According to a research by Active Trail, segmented, personalized and automated emails have, on average 46% higher open rates and 112% higher click-through rates than “business as usual” marketing messages.
Personalized emails call to the reader with their tailor-made subject lines and highly relevant material. The right material is sent to the right people at the right time. According to eConsultancy, 74% of marketers say this targeted personalization increases customer engagement.
Apart from that, personalized email marketing offers many other advantages:
Being able to target your audience solves the fundamental problems of non-targeted marketing. With targeted email marketing, you can segment your audience based on geography, demographics, gender – and send them an email accordingly.
On Mother’s Day, for example, you can send a customized email to the young-adult women in your database with a prompt to purchase a special something or their mothers, and Valentine’s Day, you can target men with more appropriate communication.
This helps users receive more relevant content and improves the overall conversion rate. According to Campaign Monitor, marketers have seen a 760% increase in revenue from segmented campaigns.
Lower Unsubscribe Rates:
When users receive more relevant content from the brand, they are more likely to open and engage with it. 55% of consumers like receiving relevant product offers and news. This automatically reduces churn and helps you upsell more easily.
While generalized email marketing acts as a fantastic affordable option with no print costs, no postage fees, no advertising rates, personalized email marketing really ups the returns.
Marketers have attested to an average increase of 20% increase in sales due to the usage of personalized experiences. These personalized and targeted emails then manage to generate 58% of all revenue.
Marketing with AI might seem impersonal on the surface, but as the above numbers and points suggest, it is anything but. The story doesn’t end here, though, and in the 2nd part, we riff on why and how to run personalized email campaigns.
Till then, happy reading!