The use of AI in email marketing has been talked about for the past few years. It is a trend that is still very current, but a step that only a few larger companies have actually taken so far. The main reason for this is the high initial effort required to create and train the AI. In addition, appropriate experts are required who are more involved in development or data analysis than in classic email marketing.
However, the advantages of intelligent and predictable applications cannot be ignored. Whether it is the right time to send for each individual recipient or the subject line. Ideally, it can be predicted which cover image or subject line will be better received by the respective target group.
However, it can be assumed that sooner or later email marketing will become more individual and intelligent. As AI becomes more relevant, there will certainly be standardized solutions that will lower the barriers to entry. More intelligent email marketing will then be accessible to a wider audience.
data protection and privacy
Data Security in Email Marketing 2021The trend towards the use of artificial intelligence, which naturally requires a lot of data for corresponding predictions, is counteracted by another trend - data protection. For some, this is more of a tiresome ongoing issue than a trend. Because, as we all know, before data can be collected, the consent of the data owner is required in order to be able to use it for advertising purposes. Everyone should be aware of this, at least since the cookie banners, which have to be agreed to every time.
The obligation to document and provide information should not be forgotten either, so that information can be provided and data deleted in response to requests. When collecting personal data, the settings germany phone number data must always be as restrictive as possible, true to the motto "privacy by default". Personal data may only be transmitted after consent has been given. Marketers are therefore required to handle user data as transparently and responsibly as possible in order to avoid getting into legal trouble.
You can find out more in our white paper “Email Marketing Legal Tips” .
Dynamic and interactive content
Anything that moves attracts our attention - that's why videos have become very popular in marketing. Unfortunately, there is still no adequate solution for videos in newsletters. But there are other ways to bring movement into the newsletter. This can be done using GIFs or animated PNGs, for example in the form of countdowns.
In addition to movements, interactive content in the newsletter can also arouse increased interest. The basic idea behind this is gamification. This involves adding playful elements to the newsletter that encourage the reader to participate. It becomes even more interesting if there is an additional incentive such as a coupon or a small prize.
Examples of interactive content can be animated buttons and calls to action. Surveys that can be carried out directly in the newsletter are also possible. Rollover effects and interactive image and product carousels that the recipient can operate are particularly great for product presentations.
When it comes to interactive content, it is important to note that not every inbox supports it.