Artificial intelligence is the topic of the hour, spurring discussions on everything from efficiency to ethics and bias. Of course, these discussions have been far from absent within the ever-evolving world of marketing. And while there are countless ways to leverage the technology, AI has quickly emerged as a powerful tool for enhancing email marketing campaigns.
AI has the potential to revolutionize the way your association interacts with its members. Embracing the power of natural language processing (NLP) paired with other AI capabilities like personalization, automation and behavioral analysis can transform the effectiveness of your association’s email efforts.
But where do you get started?
What is AI and what does it mean for email marketing?
Before we dive into the specifics of using AI for email marketing, it’s important to understand what AI is and how it can benefit your association’s marketing efforts. AI refers to the use of algorithms and machine learning to analyze data and perform tasks that would typically require human intelligence. In email marketing, AI refers to any software that uses algorithms to help marketers with their email marketing campaigns.
Related: Generative AI – a Game Changer for Associations?
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Artificial Intelligence is an email-marketing game changer because of its impact on marketing efficiency, scalability, personalization and consistency. It allows organizations to launch multiple large-scale email campaigns to segmented audiences with personalized calls to action. Here are a few ways you can start implementing it in your email marketing process.
Draft More Effective Email Copy
It should come as no surprise that ChatGPT and other NLP models are a great way to create written content quickly, and emails are no exception.
By leveraging artificial intelligence, you can identify the type of email content that resonates most with your members. AI can assist in setting the appropriate tone in your emails and capturing the attention of your members with a language that feels natural and aligns with your brand's personality.
Provide a Personalized Member Experience
Personalization is a big predictor of marketing success with 72% of consumers saying they only engage with personalized messaging. And with the power of AI, personalization reaches new levels.
AI can analyze subscriber data, such as demographics, past purchases, and browsing history, to create targeted and relevant content. This can improve engagement and increase the likelihood of conversions. Personalization in email marketing can look like:
- Subject lines tailored according to your member's interests and behaviors.
- Content recommendations based on past member behavior. For example, a member recently downloaded a white paper on the state of hybrid events in your industry. AI can detect this behavior and use it to create personalized promotions including an invitation to an upcoming event-planner meetup or access to your new guide on choosing the right event venues, capturing their attention and driving engagement.
- Optimal send times based on your member's location, time zone, industry and business goals.
Predict the Future
AI can help to predict member behavior. By analyzing data such as past purchases, browsing history, and engagement with previous emails, AI can predict which subscribers are most likely to make a purchase, unsubscribe, or engage with future emails. These insights can trigger automated campaigns with personalized content that can intercept a member before they cancel or provide them with a resource before they feel the need to ask.
Implementation doesn’t have to be the hard part of adopting AI. Here’s a short list of AI tools to give a try.
- Google’s Cloud Prediction API
Related: Must-Try AI Tools for Associations & Non-Profits
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Boost member experience with AI for email marketing
Gone are the days of the “throw it at the wall and see what sticks'' mentality. We’re now in the era of marketing that realizes that the success of our efforts is directly tied to the experience of our audience. AI offers us a library of tools and resources to better meet our members where they are and offer them what they want.
Julia DeBell joined Sidecar in 2022 as marketing associate. Through email, social media and website management, she supports the reach of impactful content and the growth of the Sidecar community. When she's not working, she's out enjoying the sunshine.