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Ever feel like some brands know what their subscribers need and when to deliver it? It's not that they can read minds -- they've harnessed the potential of AI in email marketing.
Artificial intelligence is reshaping the email landscape, and it has entered the B2B industry, too, helping B2B professionals make email communication with decision-makers simpler and more engaging.
If you're looking to integrate AI in your B2B email marketing strategy, we'll discuss five ways to let it take some weight off your shoulders. But first...
One 2024 survey of marketers has found that 70.6% think AI can outperform humans in key marketing tasks; moreover, nearly 60% fear it could replace their roles -- up from 35.6% in 2023
But the key with AI is to have it work with you instead of against you. In the B2B industry, there are certain benefits when using AI to prompt subscribers to see and act on your emails:
By November 2023, 54% of companies had used generative AI in some areas of their business .
Even if it seems daunting at first, you can elevate your emails with AI. Let's see how.
B2B email marketing is about clear, branded, and beneficial communication. AI technology helps you create messages that resonate with your audience in several ways:
Some marketers still hesitate to use AI in email marketing because they feel it complicates things. Especially if they must switch between platforms. But they can dive into AI-driven email creation through the same platform they already use for their emails.
How? By using l ow-cost email marketing software with built-in AI features that saves them time and money from relying on multiple tools. Several affordable email services, such as Moosend and GetResponse (and others), have integrated AI functionality into their editors, facilitating email creation without the user leaving the builder.
Assisted by AI, you can improve your text for clarity, adjust the length, or tweak the tone to match your brand voice for various types of email content, from announcements to personalized product recommendations based on historical data. Some email AI algorithms can use industry trends and user input to generate email content, also offering to include stock images from their image library.
Manual list segmentation is a tiring process, and there's always the possibility of human error. And that's something you'll want to avoid when managing groups of decision-makers and stakeholders.
B2B marketers turn to AI technology to divide their audience into highly specific groups based on shared characteristics or behaviors. AI-driven segmentation allows you to collect and manage data on your subscribers (e.g., job title, industry, and behavioral triggers, such as content downloads).
List segmentation using AI models is a dynamic process. AI technology updates segments as real-time data on audience behavior or market trends comes in, ensuring your messages stay relevant. Did a group of subscribers attend your webinar? AI can move them into a specific segment and target them using follow-ups with useful resources.
Delivering personalized emails to B2B professionals goes beyond including a first name in the subject line. Recipients should feel that you understand their business challenges and can help them overcome them.
One of the most effective ways to deliver personalized emails through AI is dynamic content creation. AI-powered solutions help you design email templates with dynamic content blocks that can be customized using the subscriber's characteristics.
That level of content personalization affords you various options, from determining the best email frequency based on your subscribers' level of engagement to delivering personalized product or content recommendations.