Right, so I recently had a proper chinwag with Olivia, a whiz at data-driven marketing, about how AI is completely transforming email. We’re not talking about your nan’s email blasts anymore; we’re diving deep into hyper-personalisation – tailoring every single email to the individual, not just a segment. Forget ‘Dear valued customer,’ think ‘Hey John, remember that snazzy gadget you were eyeing up?’
Olivia started by explaining the fundamental shift: “Traditional segmentation is like painting with broad strokes. You lump people into groups based on demographics or maybe past purchases. But that’s so…2010! Individual personalisation is about truly understanding each customer’s unique needs and preferences. It’s like having a one-on-one conversation.” So, AI is the clever clogs that makes that feasible.
Building the 1:1 Profile: AI as Detective
How does AI pull this off? It builds incredibly detailed customer profiles. Olivia told me, “AI analyses everything – browsing history, purchase data, email interactions, even social media activity (if you’ve got the permissions, of course!).” The really fascinating part is how AI can infer things you haven’t explicitly told it. “Say someone consistently reads articles about eco-friendly products. The AI might deduce they’re environmentally conscious and start recommending sustainable alternatives, even if they’ve never bought one before.” That’s using AI to build a granular data representation of a person.
Contextual Product Recommendations: Predicting Needs
Now, let’s get into the juicy stuff: contextual product recommendations. This is where the magic really happens. Olivia explained how AI can dynamically suggest products within emails based on what’s happening right now in the user’s world, not just what they did last week.
- Recent Purchases: “Someone buys a camera? Follow up with emails about lenses, tripods, or photography courses. Don’t just send a generic ‘thanks for your purchase’ email; make it immediately relevant.” This is upselling and cross-selling done right.
- Browsing History: “If a customer spent time looking at hiking boots, but didn’t buy, send an email showcasing those boots with a compelling offer, maybe free delivery or a discount code. Remind them what they were interested in.” Think of it as a gentle nudge in the right direction. Consider the timing here, the email can’t be delayed too long or the boots could easily be forgotten.
- Cart Abandonment: This is a classic, but AI can make it even better. “Don’t just send a generic ‘You forgot something!’ email. Personalise it with a photo of the specific items in their cart, plus relevant recommendations based on those items. Maybe suggest a related product that others have bought together with the abandoned items.” This is a key opportunity to secure a lost sale.
- External Events: This is where it gets really clever. “Imagine sending an email about umbrellas when the forecast predicts heavy rain in the customer’s location. Or promoting barbecues when there’s a heatwave. AI can tap into external data sources like weather reports or trending news to make your emails incredibly timely and relevant.” This shows you’re paying attention to their world.
Optimising for Impact: Timing is Everything
It’s not just what you recommend; it’s when and where you place those recommendations within the email. Olivia emphasised the importance of AI-powered optimisation. “AI can analyse past email engagement data to determine the optimal send time for each individual. It can also A/B test different placements of product recommendations within the email to see what drives the most clicks and conversions.” This is using data to refine and improve your email performance.
“For example, some people might respond better to recommendations at the top of the email, while others might prefer them at the bottom. AI learns these preferences and adjusts accordingly.” It’s all about continuous learning and improvement.
Using granular data points and AI allows the delivery of highly targeted content and product recommendations. This approach leads to stronger customer relationships. Personalisation fosters a sense of value and understanding, boosting engagement and loyalty. Higher revenue is a natural consequence, as relevant recommendations and targeted offers drive sales. It’s about creating emails that customers actually want to receive, turning them into happy, repeat buyers.
