Predictive Content and Your Email Marketing

Predictive Content and Your Email Marketing

Improve customer experience with a combination of predictive marketing tactics

Two of the top metrics we measure in email marketing are open and click-rates. So what do you do when you feel like you’ve tried everything and still haven’t seen your stats improve?

It’s getting harder and harder to cut through the clutter in your customer’s email inbox. That’s why it’s time to get serious and start investing in new marketing strategies to make your content stand out. One place to do that is through predictive content.

Better personalization is the top email marketing improvement companies want to make. Predictive content can help meet this goal by improving personalization and provide your customers with more of the information they want. Image courtesy of Marketing Charts.

With the help of advanced, data-driven technology you have the opportunity to know what content your customers will be interested in and can serve them that content at the right time. Predictive content will take your email personalization to the next level and boost your engagement rates.

From there, you can implement a variety of different predictive marketing tactics to improve your email marketing. Working together, they can create an improved experience for your customers and keep them coming back for more — all it takes is the right content, sent to the right people, at the right time.

Interested in learning more? Take a quick look at what we’ll cover in this article:

  • Why using predictive content can help improve your email marketing efforts
  • How predictive content works and improves customer communication
  • How you can benefit from using predictive content
  • How other predictive marketing tactics can work with predictive content

Creating content for email marketing campaign

Predictive Content and Your Email Marketing

Predictive content will allow you to speak to your audience in a more relevant and personal manner. It will allow you to make your brand stand out from the crowd and enhance the customer experience.

By knowing what your customers want next gives you the opportunity to not only capture their attention but also build a more loyal fanbase. Your customers will be looking forward to the next email you send, knowing it will be something they are interested in — unlike the rest of the marketing emails they receive every day.

Adding personalization into your email marketing will improve both open and click rates. While it may vary based on the area of personalization, you still have a huge opportunity to increase your email metrics with personalization. Image courtesy of Statista.

Personalization is very important in email marketing today. In fact, 52% of people have said that if an email is not personalized, they will find somewhere else to go. With predictive content, you will capture the attention of these customers and take it a step further by providing them with an even more targeted experience.

How does predictive content work?

Utilizing data-driven tactics such as artificial intelligence (AI), machine learning, and predictive analytics, you can identify the most relevant content for your customers. These technologies offer a way to scanning unimaginable amounts of data and providing you the outcome. If you had to sort through that manually would take months to analyze, but with new technology, it’s as simple as a touch of a button.

Once the data has been processed, you can identify areas of common interest, browsing and purchasing history, and future potential spending. This information can help you identify similar customers and begin emailing them with the exact content they are looking for. It can also take a more granular level by breaking this information out for a single customer — if that’s the level of personalization you’re looking to achieve.

The great thing about predictive content is that you can continue to learn as you share different content offers. A certain download didn’t seem to resonate with your customer base? That’s okay — you can cross that type of content off of your email calendar. The more you use it, the more you’ll get to know your customers and understand their wants and needs.

How does predictive content benefit your email marketing?

As mentioned, using historical and real-time data available on your customers will help you send more relevant information to your customers, leading to increased engagement and more sales. It will also help you to continue learning more about your customers.

Based on what your customers are interacting with, you can use the data from your content analysis to determine what content your customers may want or need. If you notice that your videos are engaging more customers, create more video — you have the stats to back up the effort.

Once you get started with predictive content, you may find you’re achieving higher metrics with less content. That’s because by knowing exactly what content your customers want, you don’t need to mess around with anything the data doesn’t prove. Image courtesy of Convince & Convert.

You also have the opportunity to help move your customers through the sales funnel with the information you can gain from your predictive analytics. If you know that people are browsing your products or services, but don’t seem to make the final purchase, try providing them with comparison guides or discounts to try and encourage them to complete a purchase.

But on top of these benefits, another opportunity with predictive content is it can be combined with a variety of different predictive analytics to improve your email marketing. Once you’ve started with predictive marketing technologies, you’ll find that together they can create an entirely new way of targeting customers through email.

Predictive email marketing campaign

The Predictive Marketing Toolbox

Predictive marketing can encompass a variety of different tactics. By putting multiple tactics to work with predictive content, you can provide your customers with an even more personalized experience.

AI and predictive analytics are driving a variety of marketing efforts. From analyzing data to email marketing and content creation, they can boost your reach and improve sales. Image courtesy of Marketing Charts.

It all starts with predictive analytics. By analyzing both historical and current data you can predict potential risk, opportunities, and outcomes. This data can be applied in a variety of ways to improve your email marketing, it doesn’t only have to relate to the content you serve your customers.

From there, you can use the data to identify and predict a number of different things about your customers. But in the email marketing realm, you can use it to understand things such as where a customer is in your sales cycle, when they are likely to make a purchase, or if they should be moved to a re-engagement list.

Let’s take a look at a few foundational ways predictive analytics can help your email marketing thrive.

Predictive Segmentation

If you’re using email in your marketing strategy, you most likely have your subscriber list segmented in one way or another. But with predictive analytics, you have the ability to use real-time, orchestrated audience segmentation to increase customer engagement and influence the customer’s purchasing journey.

With predictive segmentation, you can segment your customer list with transactional history, behavioral activity, and even their specific stage in the customer journey. This can help identify what content customers may be interested in and help to determine what customers may be likely to purchase soon.

Email list segmentation is listed as one of the most effective personalization tactics. Just imagine the benefits of taking that personalization a step further with predictive analytical data — the possibilities are endless. Image courtesy of Business 2 Community.

On the other hand, it also provides an opportunity to identify customers who may be likely to unsubscribe or are at risk of churning. Having access to this data will allow you to create re-engagement and win-back campaigns to keep customers engaged with your brand.

Optimizing Send-Time

When sending emails, timing is everything. If you send an email at the wrong time your message gets lost in the mass of emails in a customer’s inbox. Predictive delivery utilizes AI data to adjust email distribution based on a customer’s individual engagement signals. This means that they will receive your content when they want it.

Capturing their attention at the right time, with the right content, will help increase engagement and conversion rates. You can also use this technology to encourage current customers to purchase a related product or replenish a product they frequently purchase.

Email marketing campaign

Let Predictive Marketing Improve Your Emails

It’s time to start providing your customers with the best possible experience. Knowing the content they want to receive and when to send it can turn potential customers into loyal, return visitors. You have endless amounts of data available to you with the help of predictive analytics and AI — why not put it to work?

Cover photo courtesy of Pexels.

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