In the last few months, the corona virus pandemic has raged around the world, shuttering down the businesses and posing new challenges for brands to communicate and deliver to their customers. It has been a disaster of colossal proportions for the economy and health of our world. The worst parts were the intense lockdowns which were enabled nationwide in most places from April to June, 2020.
During this time, brands slashed their marketing budgets, some paused their email activity, whereas others reached out to their customers even more than before. Some brands were affected positively while others were close to the brink of going out of business. While some brands shut down their marketing activity due to zero consumer demand, other brands sniffed opportunity and stayed in touch with their customers and applied some retention strategies.
We had already conducted a global survey of email users and our report showcased some astonishing insights. That report showed that customer preferences and lifestyle had clearly altered for the foreseeable future. We decided to study the emails sent from the Netcore campaign platforms from April to June 2020, a period of some intense lockdowns in the world. These billions of emails have been sent across 15 industries for the lockdown period. The analysis into these emails got us a picture of how the email metrics have changed inevitably for 2020 and beyond. Hence we see these email metrics becoming a benchmark for other marketers to follow for the next 2 years.
Some shocking insights we received from the report
- The segmented approach towards mailing got brands increased engagement and improved inbox placement.
- AI-powered delivery increased inbox placement by 20-30% across the industries.
- Optimizing send times got retail brands double the engagement from users.
- Gmail deliverability at 95% was the highest among mailbox providers.
If you answer yes, to the above questions , then yes you should be sending that email. If no, then please don’t send any email communication to your customers during this period.
In this complete email guide to communicating with empathy during COVID-19 crisis we will provide best practices to follow to send your updates and promotions to your subscribers. We shall also be running through the mistakes brands make in sending these crisis communications.
Send time optimization is not new to email marketers. Many of them are doing it in at least one way - based on the time zone of the user, or the best time to generate responses. There is no point delivering email at midnight for users in Cleveland and the same message sent to users at 8:00 am in Dubai, in a single send with the same message.
If a brand has users from multiple time zones, the delivery times must be optimized per time zone, allowing the marketer to adjust their content accordingly. Not only send-time optimization but email delivery optimization is as important for boosting your email engagement rates.
Delivery optimization is usually invisible to the marketer, but if the email service provider (ESP) is using some advanced machine learning and AI techniques to optimize delivery for better inboxing and reputation building, this should provide significant stability in overall reputation and a jump in ROI of email campaigns.
Email Delivery Optimization for better engagement
Optimization of Campaigns using Real-Time Analytics
Traditional reporting of campaigns was limited to opens, clicks and a few other basic stats. While basic metrics are still needed, tracking metrics have evolved from numbers on charts to data that can be used to get insights and make recommendations to achieve the intended goal.
Real-time analytics in your email campaign can help you not only monitor the performance of your emails but are also a very effective tool for drawing insights for your future campaigns. They help collect actionable insights that are very specific to your company and your brand.
Power up these insights with AI, and you will be well on your way to get superb campaign performance.
A Summarized view
The industry has been using words like “Right time, right message, right channel” for many years. Before the Internet, with fewer options, data and predictive analytics could do a fairly good job of finding the right targets to market to, and then the message convinced that user they needed something. Fast forward to now, when users have so many options and new behaviors that were never a consideration before.
Research that used to happen at the dinner table or water cooler at work is now a major step in the journey process. Consideration with review sites, comparison sites, all getting closer to decisions. Search and digital advertising’s role in all of this and the signals that occur each step in the process that users take.
The customer journey is complex. The good news is that AI and ML can help marketers move to the next level of marketing. They will still be the brains behind the plan; this is the technology that is fed by inputs from marketers. But they will have the tools that will give us the ability to transform their marketing by providing truly one-to-one experiences, in a new Segment of ONE world.
Download the whitepaper to amplify your view of email marketing above and beyond the usual tactics used by marketers.
About the author
This whitepaper on artificial intelligence in email marketing was written by our experts Chaitanya Chinta, Head of Deliverability at Pepipost, he has a 10-year experience in email deliverability and having written a few spam filters himself, he has an in-depth knowledge of working os Spam filters and email deliverability and Jeannette Kocsis, SVP of Marketing and Business Development, Pepipost US. She has extensive working knowledge of the working of businesses and their requirements. Along with great knowledge and experience in getting the best possible ROI from emails.
Being experts in their respective fields, they have explained how and where AI works best in Email Marketing and how you can best benefit from implementing these in your Email Marketing campaigns. This whitepaper explores in-depth, the working of these algorithms and their best use cases.
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