Email Trends
If you use an email service provider for mass communication, by now you will have noticed new AI integrations offering to assist you with personalized content, optimized send times, segmented audiences and more. All with the click of a button.
This is known as “generative AI,” technology that takes data sets and creates something new with it once prompted by a human.
The goal of this technology is to provide users with insights to improve—allowing you to reach more people with your message.
Why This Matters
With many ministries facing budget constraints and hiring freezes, the opportunity AI presents to extend your efforts is no doubt appealing.
But how do you integrate it into your systems with integrity? Here are some tips for using generative AI in email marketing ethically from Salesforce:
- Ensure data privacy compliance
- Foster a culture of ethical AI usage internally
- Establish clear goals and plans for how you want to apply new AI advances
- Create a roadmap for what you wish to accomplish
- Use embedded, no-code AI features like send-time optimization, content selection, and subject line testing
- Work up to creating multi-variant emails allowing for diverse content versions catered to specific customer segments
- Use real-time personalization, tailoring email content in response to immediate customer behaviors and preferences before exploring the intricacies of building custom AI models
- Start with your email data as a foundation and grow your customer profiles using a fuller picture of each customer across marketing, sales, commerce, and service
- Apply what you know about AI capabilities for personalization to segment your audience
- Learn how to creatively prompt AI to generate fresh content
- When you do your A/B email testing, don’t test multiple things at once
Next Steps
AI has the potential to help you improve your marketing, but we’re still in early days. To read more about best practices for AI in email marketing, click on the linked article here.
Considering using AI in your marketing and operations? Let’s connect! We’re staying up-to-date on AI trends and would love to share our knowledge.
Robyn Roste
Media Manager | robyn@eaglecom.ca