5 Best Uses of Artificial Intelligence in Marketing Automation
Some marketers say artificial intelligence is a thing of the future, but I’d argue that AI is very much a thing of the here and now. It’s playing an increasingly significant role in marketing efforts and is taking marketing automation to the next level.
And during an era when customers are demanding fast and hyper-personalized service, AI-based technologies couldn’t be more critical.
AI-based technologies bolster marketing automation efforts through personalized interactions. Your business can benefit on a multitude of fronts by embracing these game-changing advancements.
Use No. 1: Email Marketing
It’s easy for emails to get lost in the shuffle of a busy day. After all, inboxes are overflowing with meeting reminders, work correspondence and plenty of promotions. Enticing a customer to simply open a marketing-related email can be challenging. But with the right tools, you can consider that challenge conquered.
Know Your Target
AI helps businesses understand — and foresee — customer behavior patterns, and detect which strategies to use to gain the best email subscriber response. It can also help businesses more effectively automate emails to ensure customers are receiving personalized correspondence and promotions relevant to their needs.
Adding a personalized touch to emails pays off. A Statista study shows that personalized emails had an open rate of 18.1 percent, compared with a 13.1 open rate for non-personalized emails.
Engage Thy Customer
Of course, AI-generated emails should do more than attract customers — they should also engage them. Email subject lines can be tailored for each customer, for example, while the emails themselves might contain personalized offers.
Use No. 2: Lead Nurturing
When it comes to gathering and analyzing customer information, we mortals are no match for the pace and efficiency of computers. AI-based programs are capable of processing user data at lightning speed and can be hyper-responsive to customer needs.
Automating the data collection process can help simplify the lead-nurturing process for businesses, while AI can set the course for future marketing strategies.
AI provides marketers with the valuable information they need to close a sale. It tells us when someone has visited the site, which pages the person visited and how much time the visitor spent perusing products.
Marketing teams are using this data to drive sales, and if statistics are any indication, it’s working. AI could lead to an economic boost of $14 trillion in additional gross value added (GVA) by 2035, according to Accenture research.
As I mentioned earlier, AI-based software doesn’t just benefit businesses in the long-term — it can also be of tremendous value in the present. Through AI, valuable customer information is being captured in real time, and can be instantly used to tempt shoppers with personalized offers and targeted advertisements. Forrester has predicted that 20 percent of enterprises will begin using AI to make decisions and provide real-time marketing instructions.
Use No. 3: Cross-selling
Successful businesses strive to equip customers with the tools and services they need. The trouble is, it can be a bit tricky to determine what those needs are.
How AI Can Aid in This Process
While automation can help track previous purchases and user experiences, AI can take that information and make predictions on the potential for additional sales. It can determine whether a customer is a good candidate for additional products or services and establish which products a customer might be in the market for next.
Once your sales and marketing teams are made aware of your business’s cross-selling potential, they can make customers aware of those additional offerings.
Use No. 4: Customer Retention
A happy customer is a loyal customer. AI can help you retain your existing customer base by providing you with a better understanding of client needs. You might think you already have a handle on that front with your CRM platform, but AI can provide a more complete, more actionable picture of your current customers.
In the meantime, customers will appreciate the personalized service AI-based software offers and are more likely to become repeat customers.
Use No. 5: Reengaging Past Customers
Customers come and go — and they’ll come again with the right approach. Whatever the reason for losing a customer, it’s never too late to win that person back — especially with some artificial assistance.
AI can provide insight into how and why a customer left and help determine the best way to reconnect. For example, it can be used to send an email with product recommendations based on a customer’s purchase history or inform that person of any relevant price drops.
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