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Machine-learning systems can evaluate customer behavior and learn from previous experiences to aid in developing more successful marketing strategies.
FREMONT, CA: There are nearly four billion email users on the planet. According to one study, 72 percent of people prefer to receive marketing materials from brands via email, while only 17 percent prefer to receive the same content via social media. Thirty-nine percent prefer informational and value-added email content over promotional email.
The Future of Email Marketing
Predictive analytics gathers user data and transforms it into actionable data sources that advertisers can use to predict the goods, services, and promotions will be more appealing to the users. Predictive marketing allows to segment the email lists more accurately, ensuring that the content reaches the people who are most likely to benefit from it. Generic messages that spread a large net over the email list are less likely to succeed than targeted content.
Artificial Intelligence (AI) will also play a significant role in email marketing shortly. It already does in several respects. Machine-learning systems can evaluate customer behavior and learn from previous experiences to aid in developing more successful marketing strategies. AI can help gain a competitive advantage by recognizing the most effective content forms, subject lines, and calls to action resulting in the most conversions. AI is also useful for segmenting the email marketing lists to send more specifically targeted content to the subscribers.
Email Marketing Automation
Automation, or the method of delegating relatively mundane activities, such as sorting through the email list segments, to computer processes rather than human hands, is another key field of advancement in modern email marketing. However, one must strike a balance between the amount of automation they use in the email marketing materials.
If a firm relies heavily on automation, the emails can come across as impersonal. With too little automation, correctly segmenting the email list and delivering the most useful content to various types of recipients can be difficult. Allowing the subscribers to monitor their email preferences is a perfect way to reduce the amount of work involved in sending out automated emails. Rather than attempting to distinguish various segments and sorting the recipients into segments, allow the recipients to configure their content preferences and segment themselves.
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