{"id":150010,"date":"2025-01-21T11:01:00","date_gmt":"2025-01-21T10:01:00","guid":{"rendered":"https:\/\/spotler.com\/?post_type=blog&p=150010"},"modified":"2025-01-16T18:03:00","modified_gmt":"2025-01-16T17:03:00","slug":"5-ways-ai-can-help-email-marketers-improve-engagement-through-personalisation","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-gb\/blog\/5-ways-ai-can-help-email-marketers-improve-engagement-through-personalisation","title":{"rendered":"5 ways AI can help email marketers improve engagement through personalisation"},"content":{"rendered":"

We know that personalised campaigns outperform generic campaigns, and now, with the explosive growth of AI technology, marketers who have yet to tap into the power of personalisation are at risk of falling behind.<\/strong><\/p>\n

We explore 5 ways AI can revolutionise the way you create email personalisation, helping you drive better engagement with your audience.<\/p>\n

\"Predictive<\/figure>\n

1. Predictive analytics segmentation<\/h2>\n

Smart marketers use predictive analytics and machine learning to segment their customer database based on predictive models of customer behaviour. The most common predictive models cater for the lifecycle stage of the customer.<\/p>\n

Spotler’s predictive models can help you address common challenges, such as predicting your customer lifetime value (CLV). And Spotler Activate<\/a> isn’t just smart – it’s designed for action. With pre-built segments and journeys, you can immediately put the predictions into action.<\/p>\n

So, how does predictive analytics help with email personalisation?<\/h3>\n

By grouping customers with similar characteristics or buying patterns, marketers can create highly targeted campaigns that directly address the needs of individual customers, which, in turn, increases engagement levels and conversion rates.<\/p>\n

For instance, your campaign messaging and frequency will look completely different when communicating with a prospect who is on the verge of making their first purchase compared to a long-term customer who is showing signs of lapsing.<\/p>\n

If you\u2019re using the same content for both of these segments, then I\u2019ve got bad news for you\u2026 they won\u2019t engage.<\/p>\n

\"Personalised<\/figure>\n

2. Personalised recommendations<\/h2>\n

Think about the last time you received an email from your favourite brand with content that felt like it was handpicked just for you. Chances are that clever AI-driven marketing automation was behind those personalised suggestions.<\/p>\n

From last browsed categories, last viewed products, abandoned checkouts and complementary product recommendations<\/a>, all sorts of personalised content can be automatically inserted into emails.<\/p>\n

Going one step further and by analysing data on your past purchases, browsing history, and preferences, AI algorithms can predict what you\u2019re likely to be interested in and serve up tailored recommendations that feel incredibly relevant.<\/p>\n

Take a page from the playbook of the cosmetics industry. The best brands are using machine learning to predict when a customer will need to replenish their previous purchases.<\/p>\n

\"Email<\/figure>\n

3. Email content that dynamically updates<\/h2>\n

Have you ever opened an email and been pleasantly surprised to see the content tailored specifically to you? That’s the magic of dynamic content.<\/p>\n

Instead of sending one-size-fits-all emails, smart marketers are using AI to create dynamic content that adapts based on factors like your location, behaviour, or even the time of day you open the email.<\/p>\n

We call this contextual personalisation.<\/p>\n

For example, travel email marketers are using contextual personalisation in their campaigns to display different options based on where you are when opening the email – such as nearby attractions for upsell opportunities.<\/p>\n

Or showing breakfast menu options over evening meal menus if you\u2019ve opened the email during the morning. The content just cleverly switches out without any need for human intervention.<\/p>\n

\"Predicting<\/figure>\n

4. Predicting the best send times for each and every recipient<\/h2>\n

Timing is everything in email marketing, and AI is here to help you get it exactly right with send time optimisation. Timing is often an overlooked step in terms of email personalisation, so let\u2019s correct that!<\/p>\n

You can create the most beautifully designed email creative, with the most persuasive copy possible, using lots of dynamic content \u2013 but that all goes to waste if it’s sent at the wrong time, where the recipient will swipe left and delete it without ever seeing all your hard work.<\/p>\n

It’s a crushing blow to any email marketer to see such low engagement stats on a campaign that has been lovingly crafted.<\/p>\n

Send time optimisation algorithms analyse subscribers’ behaviour patterns to determine the optimal send time for that recipient based on whether you want to drive clicks or purchases. Marketers using STO for all their campaigns are maximising their open rates, click-throughs and conversions. If you\u2019re not, you should be!<\/p>\n

\"Utilising<\/figure>\n

5. Utilising GenAI throughout the email build process<\/h2>\n

Onto the topic on every marketer\u2019s lips \u2013 Generative AI. This has captured hearts and minds ever since ChatGPT opened its model for widespread use. And tech providers have wasted no time in using GenAI to make everyone\u2019s lives easier.<\/p>\n

For email marketers, using GenAI saves times in the creation process enabling that time to then be refocused on developing more personalised campaigns.<\/p>\n

Content creation<\/h3>\n

GenAI uses large language models (LLM) to generate compelling email content automatically. By analysing data on customer preferences, past engagement, and trends, GenAI can create personalised promotional messages and even storytelling narratives if prompted.<\/p>\n

This saves marketers countless hours of brainstorming and writing.<\/p>\n

In Spotler\u2019s email editor, the prompts for applying generative AI functions<\/a> are pre-programmed. Summarising and translating content, applying a certain tone-of-voice and generating content via URL input are all standardised.<\/p>\n

Image generation<\/h3>\n

With GenAI, email marketers are no longer stuck to using generic graphics and photos if they don\u2019t have their own photograph library. GenAI can create high-quality, custom imagery with product shots inserted.<\/p>\n

Whether it’s product visuals, personalised illustrations, or dynamic animations, GenAI ensures that every email captures attention and drives engagement.<\/p>\n

This saves marketers countless hours on sourcing and editing images.<\/p>\n

HTML code layouts<\/h3>\n

Creating responsive and visually appealing email layouts can be a time-consuming task for marketers. GenAI can streamline this process by automatically generating HTML code layouts optimised for various devices and email clients.<\/p>\n

By analysing email design best practices, GenAI ensures that every email looks great across desktop, mobile, and tablet devices. This frees up marketers to focus on the strategy behind the content instead.<\/p>\n

Automated workflow generation<\/h4>\n

Not only can GenAI build the email layout, write compelling content and generate beautiful imagery, but now it’s taking early steps in creating the marketing automation workflow too.<\/p>\n

So, rather than manually creating delays, email schedules, Yes\/No branching, etc., GenAI can create all those nodes for you based on a simple prompt related to the type of automated campaign you wish to set up!<\/p>\n

\n
<\/div>\n

Ready to give your email marketing an upgrade and create more engaging, relevant, and effective email campaigns faster than ever before?<\/strong><\/h3>\n
<\/div>\n

Then dive into the world of AI-driven marketing automation<\/a> and watch your engagement soar!<\/p>\n

Whether it’s recommending products, adapting content, or timing sends just right, AI is assisting marketers in crafting emails that feel like they were made especially for each individual on their customer database.<\/p>\n

<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

We explore 5 AI-driven strategies to personalise emails, boost engagement, improve open rates, and build stronger customer connections.<\/p>\n","protected":false},"author":86,"featured_media":150190,"template":"","cat_industry":[1462],"cat_topic":[1592,1002],"class_list":["post-150010","blog","type-blog","status-publish","has-post-thumbnail","hentry","cat_industry-b2c-en-gb","cat_topic-artificial-intelligence-en-gb","cat_topic-email-marketing-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/150010","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/users\/86"}],"version-history":[{"count":4,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/150010\/revisions"}],"predecessor-version":[{"id":150233,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/150010\/revisions\/150233"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media\/150190"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media?parent=150010"}],"wp:term":[{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_industry?post=150010"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_topic?post=150010"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}