How Artificial Intelligence is changing the way marketing departments maneuver in a highly competitive marketplace
In our last post, Can Artificial Intelligence help you become a more effective marketer, we discussed how real-world Artificial Intelligence (AI) is far more helpful than the malicious computers found in sci-fi fantasy stories. As AI assistants become more commonly integrated within marketing automation software, marketing departments are having to adapt their workflows to best use this dynamic tool.
Take a look at a fairly typical workflow for creating a summer promotion campaign:
The Marketing Director creates the goal for a summer promotion and the channels they would like to use for the messaging (email, social media, Sunday circulars, etc.).
The Marketing Specialists pour over data from the company’s most recent campaigns as well as last year’s promotion to determine the right type of assets to create, what the content should say and how to effectively send out promotion. This requires the use of several tools, such as Google Analytics, reporting in email software, and Customer Relationship Management systems.
The team then separates their audience into various targeted segments to personalize the promotion to these unique groups (i.e. advertisements of toys being sent to parents, men’s clothing being sent to male customers, etc.).
Once the time-consuming task of data mining is complete, the Marketing Coordinators and Specialists begin creating the various assets for the campaign.
After the content is created, the team sets up a series of tests to fine tune the materials. These tests include: A/B split testing, Email Inbox previewing, SPAM analysis, and many others.
Finally, the campaign is deployed and the team focuses on gathering data to fine tune the messaging as the campaign progresses.
Now imagine the same team has an AI assistant connected to all of their various systems. How would the process look different? The first major difference would relate to the automation of large data mining tasks. AI assistants would automatically segment the audience list and could suggest content for each of the targeted groups. The assistant would also automatically establish testing procedures and give recommendations for improving campaign performance. Essentially, an AI assistant would be able to rapidly complete tasks that are time-consuming for humans, allowing for the marketing to focus on building new creative ideas for communicating with their customers.
Industry leaders are predicting that in the coming years, many of the tasks currently related to marketing campaigns will be effectively automated. While on the surface this might sound alarming, it actually frees the team up to concur new challenges and be more productive. Each generation of marketers have embraced new forms of technology. From computer assisted drawing in 1980’s to online advertisements in the 1990’s, our industry has grown and come up with evermore creative and thought provoking ways to communicate. Now with the advent of AI assistants, we truly are facing a new frontier in communications.
From Alexa to Watson we’ll discuss how AI is going to enable marketers to be more powerful than ever.
AI assistants are everywhere it seems. When many people hear the phrase Artificial Intelligence (AI), their minds immediately conjure up images of Hal from 2001 a Space Odyssey or some malevolent gadget from Netflix’s Black Mirror. In real life, however, AI isn’t a sci-fi villain, but a powerful tool to make your life more efficient and organized. These new assistants wake you up in the morning by turning on the lights, reading the news and reminding you about your day’s appointments. In the evening they lock your doors, order your groceries and turn off the lights.
As our days become easier and more efficient, technology companies are using the successes in the home to develop new ways for AI to help improve the efficiency of business. Companies, like Net Atlantic, are leveraging new machine learning algorithms to enhance business workflows and improve a company’s bottom line. But what do we mean when we say “machine learning algorithms?”
To put it simply, technology companies have written complex search query and data analysis codes, called algorithms, to look for and interpret massive amounts of data based on select rules. The computer extracts information from the data to determine trends and patterns in a process known as predictive analytics. Machine learning occurs when a computer combines the use of algorithms and predictive analytics to determine probable outcomes.
So how can AI with machine learning help you become more effective? Imagine that you want to run a summer promotion for your business. AI assistants can look at every communication you have ever made to your customer base and can determine the words or phrases that are best for you to use for the campaign. AI can also recommend the individuals in your audience most likely to engage with your messages and even tell you the optimum time to send out your messages. How much more effective could you be if an AI assistant, integrated into your marketing automation software, told you: who is most likely to respond, when the best time to contact those customers, and what messaging is the most attractive to your audience?
As AI revolutionizes the way in which we, as marketers, communicate with our customers, the workflow of marketing departments will adapt. AI has the potential to save countless hours of marketers studying data and spending more time creating engaging content for their audience. In our next post, we’ll dive deeper to explore how AI is already changing the way marketers approach communicating with their customers.
Making software that’s easy to use, full of features, and delivers on its promise is what we all expect from software companies.
But what about Productivity?
Can software really help a user do their job better, faster, with less keystrokes, and with more efficiency?
I’ve used software programs that are very well-designed, that help me work better, faster, and especially smarter. I like that. Examples that come to mind include Microsoft Word, and Microsoft Excel. Like them or not, they do a good job of helping the user write and edit documents, and manage complex spreadsheets of information. They do an awful lot more too!
And now we have that same productivity in Email Marketing.
Net Atlantic’s new ListManager version 14 is now released, and contains a myriad of productivity improvements. In fact, it’s been designated our Productivity Edition.
The new ListManager 14 contains four key new areas of enhancements to explore:
Productivity Improvements – with a new streamlined interface, the email marketing platform boasts a new easy to use drag and drop template designer which makes responsive email templates very easy to use. Also included are Automatic Audience Segmentation, and One-click list optimization and import with List Buddy
Data Analytics and Reporting – including very high levels of detail on delivery of your email, deep engagement statistics, and letter grades assigned to your email campaigns to help you easily evaluate your performance.
Dynamic Design Tools – new responsive email designer, responsive templates, and Email on Acid integration helps you create attractive and highly effective email campaigns which render properly on all devices.
Advanced Security – The latest TLS (Transport Layer Security) deployment, advanced encryption, and SSL connections keep your data secure.
If email marketing is an important part of your job, take a look at the new Productivity Edition.
To learn more about the ListManager 14 Productivity Edition visit NetAtlantic.com.
Watching thousands of clients send billions of email marketing emails over two decades, it becomes easy to identify effective strategy and powerful money-making business models and approaches. In fact, making money with B2B (business to business) email can be broken down to seven simple steps.
“In reality, the steps are fairly straightforward,” said Lutts. “The problem is, most marketers don’t demonstrate the patience to fine-tune the strategy for their product or service and optimize results to make real money. Sometimes, they give up just before getting the mix right. If they only knew how close they really were to making it work in a big way.”
Michael Wilhelm, Lead Computer Technician for The Elijah List, noticed a slowly declining trend in the number of The Elijah List email newsletter subscribers. Furthermore, it was taking up to three hours for his current Email Service Provider (ESP) to send out mailings. Rather than his email newsletter going out promptly each morning, some email was often delayed and went out that afternoon, that evening, and even the next morning (a full day late!).
The Elijah List faced these issues but did not have the available internal resources to resolve them on their own. They turned to Net Atlantic for help. The Elijah List needed:
Rapidly increasing daily email sending volume
Sophisticated support and technology assistance
The ability to process high volumes of mailings within minutes
Professionally collaborated data analysis of content to raise deliverability rates
Direct monitoring of blacklists and ability to immediately address server IP issues.
The results have been excellent. Net Atlantic has been able to assist The Elijah List in sending out their email newsletter quickly, getting more responses to their advising-supported newsletters, developing more consistency in their mailing schedule, and also lowering blacklisting rates.
Numerous challenges are faced throughout email marketing and the development of more compelling campaigns. Without consistency, a solid strategy, and both proper precautionary and response plans, deliverability is a challenging endeavor. A key first step for successful email marketing delivery, inboxing, and response is a strong, experienced ESP (Email Service Provider) as a key partner working together with the sender.
Many high-volume senders face the same challenges as Michael. By working with Net Atlantic, Elijah List’s delivery rebounded, while also creating more consistency, reader engagement, and increased returns on advertisement. Rapid improvements and results were seen in as little as one week.
To learn more about the Elijah List case, please visit:
If you’re an email marketer who relies on email to generate most, or even all, of your organization’s revenue, chances are you’re sending a very large volume of email each month.
Below are the key best practices that we recommend to our clients. They might seem basic, but don’t be fooled. These practices are the foundation of the most successful high-volume email marketing programs we’ve seen in our 22 year history. Follow them, and you’ll put yourself on the road to generating even more sales and revenue for your organization.
Now is a perfect time to get your email list into shape. Why? Well, just like our bodies can’t function at optimal levels if we don’t take care of them, our email lists can also suffer if they are not getting the attention they need.
A clean, up-to-date email list is critical to the effectiveness of your campaigns, and to ensuring that you’re getting the best possible results. Once your list is in good shape, with a little ongoing maintenance, you’ll see improved delivery, response, and conversion rates — and a better-looking bottom line.
Okay, I’m just going to put this out there: the “Gmail issue” – that is, the ever increasing challenge of getting marketing emails to land in the Gmail Primary tab — is super frustrating! There. I said it! And I know I’m not alone on this. However…
Do you know who doesn’t hate the Gmail issue? Gmail, that’s who! And thank goodness for that, because they’ve given us all a reason to pause and consider how we think about our email campaigns, and what our subscribers want to know, receive and read.
That said, from a delivery and compliance perspective, senders can do a lot to ensure they get the best possible results in terms of where they want their mail to land at Gmail.
Email is widely regarded as one of the best ways to build long-term customer relationships, and it’s the most powerful marketing channel for retention and driving conversions.
On the other hand, social media is great for creating a sense of community around your brand, as well as inspiring real-time conversations with your customers and prospects. And then there’s the ability to deliver highly-targeted ads.
While it may not yet be common practice to use these two channels in conjunction with one another, the results can be quite powerful.
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