What the future of email marketing will be?

This week we just finished email marketing part in our digital marketing class. That reminded me of a piece of news I saw two months ago: Adobe wants to bring its AI smarts to email marketing campaigns.

It was an article written by Frederic Lardinois and posted on Aug 29, 2017 on TechCrunch.  This article mainly talked about that Adobe just announced several new capabilities for its email marketing campaigns, like better dashboards, new marketing templates and so on. Most of them are already available now, but there is one interesting new feature still in internal testing which is AI smarts combined with email marketing.

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Can you imagine what the future of email marketing will be with AI smarts?

Well, in the article the author gave us two directions.

1. AI smarts can make the email contents more personalized

Right now, with Adobe’s Sensei Al platform, they already can let their users to use machine intelligence to find the best subject lines for their emails. In the future, with the help of AI, the contents of email can be more personalized according different customers’ data information. The author gave us an example to explain this function. If you are a tent manufacturer, AI will help you to find the best image showed in marketing emails which can got better reactions from your customers according to their different demographics. So, it’s can help you to reach your customer more accurate. I think let right image to show to the right person who open the marketing emails is a kind of personalizing.

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2. AI smarts can help predict customer churn based on the data collected from email

Based on how users engage with emails, Adobe’s new tool can predict when a customer is likely to unsubscribe from a service. This part is for internal uses and it needs you to feed data. But right now, Adobe already had many ways to collect data (Adobe Analytic and other services). If they combined all the data together, I think the tool really can give us a detailed customer profile and can successfully predict the customer’s potential actions.

In the end of this article, the author Frederic Lardinois also mentioned that Adobe released their latest email consumer survey which shows the fact that although we are bored with marketing emails today, emails still have its power. For example, 61% people say that email is their preferred way of being contacted by brands.

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I read that survey which was interesting. The survey told us that young people are email overachievers. And 66% of them report reaching inbox zero which means you always keep your inbox zero. I feel very related to that point! I think I’m a cray inbox zero person. I can’t stand if there are any unread email in my inbox. But this do provide opportunities for those brands who use email marketing. Sometimes I just click the email to make it read. But when I click in, I would be appealed by the photos or discounts then I will go to their website to see the details. So, email marketing does work for me.

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In my opinion, if email marketing can be combined with AI technology in the future, it would a good thing. At least, the contents will be more personalized. For customers, it would be easier to accept. For marketers, it would be easier and more accurate to reach audience. And for companies who use this function to predict customers’ potential actions, they can adjust their plans more flexible and be more responsive.


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