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June 15, 2024
While using AI in email marketing can significantly improve efficiency, it also comes with some risks. Perhaps a good mixture of the automated approach and the human factor is going to be the most successful approach in increasing people’s engagement with given materials. Let’s explore how.
Lately, AI technology has impacted the way businesses deal with their email marketing approach significantly. Tools to gather, analyze, and segment customer data, manage deliverability, and compose subject lines are now provided by AI to marketers. They can even determine the optimal time to send an email, suggest products of interest, or generate what appears to be personalized content for the recipient.
Although these AI tools are helpful and provide numerous benefits in enhancing email speeds and customer service, there is a problem with the human touch. Excessive use of AI may sometimes offer the customers undesirable recommendations or may make the emails less personal and less genuine.
AI can quickly generate email content, but it’s not always perfect. The problem with sending fully AI-generated emails is that it is sometimes accompanied by generic or wrong information. While AI is excellent at handling data and observing user activity, it might not always consider certain aspects, which can result in sending messages that are quite irrelevant at times.
The AI-generated emails, while accurate, are often not as emotional or creative as needed to appeal to the customer, something that would not have the same effect as a carefully made subject line by a creative and professional mind.
When it comes to the best practices of email marketing, it is always best to find a midpoint between AI and what people come up with. While patient experience, automated, can mean things such as splitting the email and sending it at different times, it is not personal enough to forge real relationships with the clients.
It is important to note that customers today are more aware than they have ever been in the past. They can immediately notice such an email is coming from a bot without that human touch. This can lead to low delivery, low customer retention, and fewer leads to follow.
CTAs such as buttons and banners are crucial in ensuring customers make certain decisions like buying products or subscribing to newsletters. However, AI may suggest the wrong CTA or suggest products that are not relevant to the customer.
While AI in the subject of email marketing is still a relatively new phenomenon, it is crucial to consider the general perspective. Although the technology is helpful in increasing productivity, research reveals that organizations are now reconsidering their application of AI since the technology is not without its flaws.
As stated by Gartner, by 2025, 80% of the marketers who experimented with AI personalization will abandon it because of the high risk of justifying low ROI or due to data privacy issues.
The answer isn’t to eliminate AI from your email marketing but to find the right balance between automation and human involvement. This means that a combined work of artificial intelligence and human input is effective for things such as data computations, time to send the actual message, and handling of other mechanical issues in the firm’s communication strategy.
AI-generated emails are a useful addition to your current process, but it always needs to be monitored by a human to make sure the output matches your business goals. It minimizes potential mistakes and ensures that the message presented is concise, up-to-date, and emotionally appealing to the targeted audience.
It’s important to automate smartly. Concentrate AI on procedural data-driven tasks such as A/B testing and time-sensitive analysis while maintaining human input on creative and empathic tasks.
Despite these benefits, relying solely on the utilization of email marketing automation tools can pose a threat in the sense that the firm would be ready to communicate with its customers in an impersonal manner. Organizations should be able to harness the power of AI while adopting a humanistic approach in order to reap more benefits, enhance customer experience, and create everlasting relationships from customers.
