AI Email Marketing is an innovative approach that leverages artificial intelligence to personalize and optimize email campaigns at scale.
Table of Contents
• AI Email Marketing Definition
• Benefits of AI Email Marketing
• AI Email Marketing Strategy
• AI Email Marketing Best Practices
AI Email Marketing Definition
Traditional email marketing requires a lot of time, manual effort, and resources. AI Email Marketing is an innovative approach that leverages artificial intelligence to personalize and optimize email campaigns at scale.
For example, AI email marketing efficiently streamlines the following traditional email marketing tasks:
- Craft personalized emails that target a prospect’s specific interests and pain points
- Segment email lists based on user behavior and engagement metrics
- Start conversations and offer helpful content to inbound leads
While many marketing automation and sales intelligence platforms can complete some of those tasks, tools that are specifically built for AI email marketing — such as 6sense’s Conversational Email tool — deserve a place in your martech stack. Here’s why.
The Benefits of AI Email Marketing with 6sense
Here are a few noteworthy results after Vendavo employed 6sense’s Conversational Email tool to scale personalized emails with the thousands of contacts in their total addressable market (TAM):
- 66 qualified contacts
- 19 meetings booked
- 10 new opportunities
- $3.3 million in qualified pipeline
How long did it take to achieve those results? Just six weeks — which explains why AI email marketing with Conversational Email is now a go-to in Vendavo’s go-to-market (GTM) strategy.
What are some of the benefits AI email marketing could help your business achieve?
Improve customer experience and engagement
B2B buyers don’t just want personalized experiences; they expect them. A recent Gartner report shows that 86% of B2B customers anticipate personalized interactions.
Personalizing emails is much more than simply addressing recipients by name or including their company name. It’s also about knowing where they are in the buying process and if they’ve had any recent interactions with your website and marketing campaigns.
Of course, manually personalizing every email campaign with this information isn’t easy for B2B businesses with large pools of buyers and accounts. Your sales development reps (SDRs) only have so much time in a day.
With Conversational Email’s campaign builder, you can leverage AI to build and automate personalized email campaigns that dynamically adjust content in minutes based on recipient behavior and preferences.
“An SDR can’t do the research and personalization for everyone engaging with us,” says Rich Fong, Vendavo’s Senior Manager of Sales Development. “Conversational Email helped us bridge that execution gap.”
Revive and nurture opportunities with warm and cold accounts
While it’s understandable that accounts with the highest potential receive the most attention from SDRs, it’s essential not to overlook those that require further nurturing.
Often, warm and cold accounts end up sitting untouched in the company’s CRM, leading to missed opportunities and wasted potential.
With platforms like 6sense’s Conversational Email, even the most resource-constrained businesses can address this challenge effectively.
By leveraging automated nurturing sequences, SDRs can revive accounts that have shown interest but have yet to progress down the sales funnel.
Accelerate potential buyers through the buying journey
Most B2B purchasing journeys are rarely linear. Potential buyers constantly move through different buying stages. For instance:
- One day, a potential buyer might be researching solutions, gathering information, and comparing vendors.
- Then, the next, they could be evaluating proposals, seeking clarification on certain features, or negotiating terms.
- Then, a week later, they might revisit the research phase after discovering new information or encountering challenges.
This makes it challenging for GTM teams to consistently engage buyers with information that perfectly aligns with their current needs, interests, and hesitations.
With 6sense’s Conversational Email tool, you can create dynamic email workflows that automatically send emails based on the buyer’s previous engagement activity, buying stage, or demonstrated interest in specific products.
For example, let’s say you’ve hosted a webinar. If attendees meet specific criteria that you define, the AI routes them to one of your SDRs or BDRs.
What happens if they don’t meet that criteria? The AI Email Assistant can follow up with the right messaging for where they are in the purchasing journey, helping them move to the next stage as quickly as possible.
Create pipeline more efficiently & reduce manual processes
Automation of time-consuming tasks is essential for improving efficiency across GTM teams. By leveraging AI-powered marketing tools such as Conversational Email, sales and marketing teams can automate repetitive tasks like:
- Replying to potential customers with a series of predetermined questions
- Using the customer’s answers to provide additional resources or book a meeting
- Engaging and qualifying your leads to identify genuine buyers and route them to sales
Automation can also help ensure consistency and accuracy in campaign execution, reducing the risk of human error and maximizing the impact of GTM efforts.
Ultimately, automation frees up valuable time for team members to focus on high-value activities, leading to a more efficient pipeline.
AI Email Marketing Strategy
Integrating AI into your email marketing strategy may sound complicated if you’re new to AI technology. But it’s actually quite simple with an intuitive platform like Conversational Email.
Here’s an example of a step-by-step framework you could follow to take full advantage of AI to increase the marketing ROI of your email marketing strategy.
Step 1: Training Your AI Email Marketing Tool
With AI email marketing tools like Conversational Email, you can educate the tool with your company’s internal data to understand your specific messaging, value propositions, and target audience.
What can you expect from the AI after taking this step? Smarter, more relevant email scripts that reference specific statistics, quotes, testimonials, and value propositions from your content.
As a result, you ensure AI-generated emails have the potential to resonate deeply with your target audience, increasing engagement and driving better results for your email marketing campaigns.
Step 2: Create Dynamic Audience Segments
Segmented email campaigns yield a 50% increase in click-through rates compared to nontargeted ones.
But it can take hours to manually sort through data and ensure the accuracy of the segments, especially as your email list grows.
With an AI email marketing tool like Conversational Email, you can easily segment your audience based on their behavior, interests, and demographics.
Step 3: Use Templates to Develop Email Workflows
6sense’s Conversational Email tool provides a library of email marketing templates covering common campaign types, such as product launches, webinar follow-ups, and lead nurturing sequences.
These templates make it easy to kickstart new email campaigns. They offer a structured format and ensure consistency in messaging and branding, streamlining the campaign creation process.
But what if your campaign requires something unique? You can customize the templates or create new ones tailored to your business’s requirements.
Step 4: Edit and Refine the AI-Generated Content
AI email marketing tools cut down on manual effort and time spent crafting emails by generating content quickly and efficiently. But that doesn’t mean the email content will automatically meet all of your expectations.
The Conversational Email tool includes several editorial features that allow you to fine-tune the email copy as needed.
For example, in just a few clicks, you can shorten the copy, add depth, or adjust the tone to be more professional or witty.
Having a copywriter give the email copy a human touch before launching the email campaign can also ensure it resonates effectively with your audience.
Step 5: Monitor and Optimize Campaign Metrics
Any effective email marketing strategy involves monitoring the performance of your email campaigns.
With AI email marketing tools like Conversational Email, you receive real-time valuable insights and analytics, such as open rates, click-through rates, and conversion rates.
Monitoring these metrics allows you to make data-driven decisions to optimize your campaigns for better results and ensure you use the AI to its full potential.
AI Email Marketing Best Practices
The following best practices can help ensure you get the most out of your AI email marketing efforts with 6sense’s Conversational Email tool.
Educate the AI with internal company data
Internal company data can help the Conversational Email tool better understand your specific messaging, value propositions, and target audience.
For example, to educate the AI, we recommend uploading various types of documents and marketing materials, such as:
- eBooks
- Blog posts
- Style guides
- Whitepapers
- Case studies
- Social media posts
- Product fact sheets
- Previously successful emails
The information in those resources allows the AI to learn and incorporate your brand voice, language, and key messages into its email generation process.
You can initiate this process in the Conversational Email tool under “Training Content.”
Leverage 6sense intent keywords in your email campaigns
Leveraging 6sense intent keywords enhances the power of the AI Writer tool, making your email creation process even more targeted and effective.
When you select one of your intent keywords, the AI tailors its copy to align with the messaging that resonates most with audiences associated with those keywords.
For example, if your intent keyword is “sales enablement,” the AI Writer will focus on crafting email copy highlighting sales enablement solutions, benefits, and value propositions.
This level of customization ensures that your outreach efforts are laser-focused on addressing your prospects’ specific pain points and interests.
Give your AI email assistant a human name
When your AI assistant has a name corresponding to a real team member, it creates a sense of familiarity and builds rapport with the recipient.
Additionally, naming your AI assistant after a team member lays the foundation for a seamless transition to human interaction when necessary.
However, it’s essential to ensure compliance with privacy regulations, ethical standards, and applicable laws, including state and federal consumer protection rules.
Polish the AI email copy before a campaign launch
We don’t recommend just taking AI-generated email content as it and sending it to prospects.
Have a human, preferably a skilled copywriter, ensure the content sounds natural and reflects your brand voice before sending it to prospects.
Conclusion and Future Outlook
The days of pressing “send” and hoping for the best with email marketing are over. Embracing AI email marketing offers a transformative approach to maximize engagement, conversions, and ROI.
By leveraging AI email marketing tools like 6sense’s Conversational Email, you can personalize email content at scale, optimize campaigns based on real-time insights, nurture leads effectively, and more.
Want to see how Conversational Email can help you harness the power of AI email marketing? Schedule a personalized demo.
