Email marketing has again seen a spike in effectiveness and popularity; marketers now are working to optimize this avenue with Artificial Intelligence (AI)

Email has been an effective form of marketing that continues to transform. In 2019, with the sheer volume of subscribers, AI has the solution to turn email-marketing campaigns successful. While Big Data collects, segments, and analyses data, ML identifies trends and patterns that lead to better and informed decisions.

According to a recent survey ‘Email Marketing: A B2B perspective’ by GetResponse and Ascend, 63% of B2B marketers have increased their email marketing budgets in 2019 due healthy campaign results, and 18% have decreased investments as they observed declining performance.

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Overall, marketers have agreed that the common challenges for a successful email marketing strategy include increasing engagement, conversions, and Lead generation. For 25% of marketers,’ the primary objective for email marketing is to increase engagement, for 20% it is lead generation, for 18% and 19% it is to improve conversions and brand awareness respectively.

Experts suggest that emails have to be more personal, and marketers have to work on sending more customized and personalized emails. To achieve this, marketers must evaluate the subscription list to have a more engaged and responsive audience. Data suggests that welcome emails get four times the opens and five times the clicks as compared to any other emailers. This makes the first email; the most important as it can capture customer data, and also some behavioural information can be used for personalization. It is only relevant emails that drive revenue, and segmentation ensures that the right information is being sent to interested users.

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According to experts, some promising applications of AI in email marketing are about uncovering insights at the individual subscriber level. These can then be used to optimize a brand’s email program. This kind of work can take countless staff-hours when traditional methods of data analysis are used, but with AI, marketers, in less time, have access to more accurate data-based insights.

Over 60% of marketers believe that AI is positioned to have some significant impact on subscriber engagement. AI can also monitor subscriber interactions and engagement to predict subsequent disinterest. AI can also, and even provide critical insights about segments and  campaigns.

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Data suggest that 59% of marketers believe that AI can majorly impact on personalization. Based on users’ individual behaviour and preferences, AI can build personalized campaigns. This utilization of the technology is not new as media companies like Netflix and Spotify already use AI-based recommendation engines. When B2B marketers use this technology, it can lead to a similar outcome with better subscriber relationships and increased ROI.

For email marketing, marketers are also in the constant dilemma about the best time and frequency of sending emails. AI has the ability to analyse historical data to identify the best time for the audience to open and engage with an email.

Experts believe that email marketing has great potential that has not been tapped yet. With right implementation of AI and Marketing Automation Platform (MAP), email campaigns can become an excellent source for higher ROI.

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