Ioana Dulcu November 13, 2020 Over the past few years, one trend stands above the rest in the world of marketing and advertising: artificial intelligence (AI). Learn why this leading-edge tool can give your company a leg up on your competition in email marketing and programmatic email advertising.
Table of Contents:
- Why Is Artificial Intelligence (AI) Taking Over the Marketing and Advertising World?
- How Can AI Lower Costs While Increasing Email Marketing Revenue?
- How Can AI Drive a Better UX Design for Email Recipients?
- How Can AI Improve Recipients’ Perceptions of Email Monetization Through Programmatic Advertising?
Why Is Artificial Intelligence (AI) Taking Over the Marketing and Advertising World?
AI has already created a wave of opportunity for marketers and advertisers who take advantage of its abilities. According to Emerj’s Daniel Faggella, one of the world’s foremost experts on AI, there are five ways that technology has already made a splash in the advertising and marketing world.
Providing Prospects with a Better Search Experience
Today’s marketing is all about the customer, not your company’s products, services, or news. Making your prospects feel comfortable as they search on your company’s owned content provides them with an experience that will make them want to return often.
Remember how frustrating e-commerce searches were only a decade or so ago? With AI technology, a prospect’s on-site search can yield the right products intuitively. Because it can factor in the intent of your prospects’ search through previous searches and other on-site behavior, it can better calculate the information they need.
In addition, AI can detect the most frequent misspellings your prospects and current customers might make by adjusting the search for contextual tools. For example, if your customer searched only for “monetization,” the program might have difficulty guessing what they searched for. However, if the customer typed in “email monetization,” the on-site search would deliver more accurate results.
Driving Satisfaction with More Accurate Recommendations
Similarly, AI can produce more satisfying recommendations with its ability to digest and analyze a wealth of data in only a few seconds. Whether it’s Amazon’s recommended products or the near-intuitive programmatic ads that pop up as you search, AI can recommend products and information that will help prospects conduct more accurate searches in less time.
Using AI’s Programmatic Capabilities to Monetize Owned Content
Your company’s blog posts and emails are the best ways to connect with customers and prospects alike. Programmatic advertising leverages AI’s capabilities to deliver your subscribers and readers advertisements about products, services, and information that will interest them.
Instead of a manual ad buy process, AI allows advertisers to buy spots on emails and blog posts whose readers will likely be interested in their products. This real-time bidding process, called programmatic advertising, can provide companies with a new stream of income.
With the coming deactivation of third-party data usage on Google and other platforms, programmatic advertising will become more precise, including only consumer data, including on-site behavior, gathered on a company’s owned platforms, such as its emails and website content.
Forecasting Content and Email Marketing Success with AI Insights
One of AI’s most intriguing – and useful – capabilities is its ability to take data, such as email list signups, time spent on a blog post, clickthroughs, purchases, and other key performance indicators (KPIs) to predict how well a particular email, blog post, or campaign will deliver conversions.
With this capability, your company can test various versions of content you produce until you arrive at a piece that will perform up to its potential.
AI’s Speech-to-Text Capabilities Drive Purchases
With the rise of the Internet of Things (IoT) and voice search, AI has enabled marketers to reach prospects where they are in real-time with messages that reach the right people with the right solutions.
How Can AI Lower Costs While Increasing Email Marketing Revenue?
Using AI is a key component of email marketing success in today’s world. In fact, its ability to streamline your subscribers’ experience, getting them the information and products faster, can make your emails welcome in your prospects’ inboxes.
According to the Marketing AI Institute, technology can:
- Personalize content that interests each recipient
- Optimize sending times by recipient and region
- Clear uninterested recipients from your email lists
- Suggest subject lines
- Create email newsletters automatically
The speed at which it works – and the accuracy of its targeting – can reduce your costs. Identifying unproductive recipients, for instance, reduces sending costs. The amount of massive datasets – big data – that AI can analyze quickly allows you to deliver highly personalized, laser-focused content to those recipients who need it. In today’s impersonal world, personalization delivers email users a touch of humanity.
Not only can AI help your teams choose and tweak content, but it can also suggest which images will engage each recipient. And, it can determine which content will work best in various types of emails, such as welcome and retention emails, order update emails, and transactional emails, as well as newsletters.
With AI, you can automate your response to customers who abandon their shopping carts. It can retarget them with a reminder email, encouraging them to finish their purchase. Furthermore, its targeting, timing, and predictive capabilities increase engagement, and hence, the likelihood of conversions. More conversions, more revenue.
Pairing these advantages with AI’s capacity to monetize your company’s emails through programmatic advertising makes email marketing – already a powerful revenue driver – more effective than ever.
How Can AI Drive a Better UX (User Experience) Design for Email Recipients?
To optimize your emails’ effectiveness, your teams must design every aspect of them to deliver a seamless experience that gets information in their hands quickly in an easily digestible form.
The right email design will deliver positive interactions. The wrong one will frustrate your recipients, driving them to delete your email – or even unsubscribe.
Using your recipients’ demographics, online behavior, and other pertinent data as input, AI can help you deliver a design that appeals to their needs, cultural norms, and preferences. For example, recipients from countries that take patriotism more seriously than more globally focused cultures might appreciate an image that includes their flag or other national symbols.
How Can AI Improve Recipients’ Perceptions of Email Monetization Through Programmatic Advertising?
Technologies like artificial intelligence and machine learning (ML) can make programmatic advertising more efficient through their ability to sift through vast volumes of data in real-time. When these technologies can predict outcomes and suggest better actions, they deliver more value to your recipients.
AI also gives your marketing teams access to precise information about your recipients in real-time – not only their demographics and preferences – but also which devices and platforms they prefer. Creating ads that integrate best with those platforms and devices, too, can add to their user experience and deliver better results.
That’s not all. In today’s world, real-time advertising capabilities are critical to success. So is detecting new prospects. AI can do both – and do them at scale.
Once you identify new prospects, you can focus your AI program on creating subject lines that will draw them in, content that appeals to them, and ads that dovetail with their needs.
In other words, delivering the most value in the shortest time to the greatest number of potential customers.
Programmatic advertising doesn’t only benefit email senders. It brings in top dollar for the advertisers as well, making it a sustainable digital marketing strategy for email publishers to draw in more revenue streams.
It looks to have a bright future. The rise of wearables, too, as MarTechAdvisor’s Lipi Khandelwal shows, provides great potential for programmatic advertising through permission-based data collection that includes lifestyle preferences, health metrics, and real-time location. Stores can now “know’ when customers are inside their brick-and-mortar location and dish up targeted ads, including discounts for products customers have received email ads for in the past.
As Khandelwal puts it, “Marketers will see AI analyze customer behavior in real-time basis multiple data points such as gender, age, location, preferences, device, platform, previous history, and more. It will be able to map user data with ad viewing metrics such as when or where an ad is played, for what duration, and so on, to suggest when to place an ad where and in what format. The ability of AI to identify buyer patterns accurately and then place ads accordingly helps increase overall ad effectiveness, thereby reducing the cost of customer acquisition.”
Additionally, with 5G providers promising a more programmatic-friendly environment and more people using mobile to open their emails, programmatic email advertising will not only thrive in tomorrow’s world. It will lead it.
One of the best ways to put the power of programmatic to work for your enterprise is to use native programmatic ads. With younger consumers’ preferences for authenticity on display everywhere one looks, using native ads is a strategic choice for both publishers and advertisers.
Since native ads look exactly like headlines leading to articles – and often read like them once the user clicks on them, they are more informative, as opposed to hard-sell or self-promotional advertising. Native ads allow email recipients to be in control, allowing them to digest information naturally – authentically.
If those native ads are AI-driven programmatic ones, they will have an almost irresistible appeal to your recipients. And, with machine learning, an AI program will continue to learn more about your audience, drilling down further into their interests with each interaction.
When you use AI targeting for your programmatic native ads, it’s easy to get advertising right.
AI and machine learning have a huge potential in digital advertising. As wearables and digital assistants blur the lines between humans and machines, AI development allows email marketing to evolve in an intelligent, precise direction with personalized, targeted content. This digital advertising strategy can increase customer loyalty and engagement.
In 2021 and beyond, email marketing will remain a steady source of revenue for advertisers worldwide.
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