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How to Use AI to Improve Your Email Marketing Performance

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How to Use AI to Improve Your Email Marketing Performance

Artificial intelligence makes a ton of things in different parts of our lives easier – from a surge in voice command bots (Siri, Google Home, And Alexa are just a few that come to mind) to AI-powered systems being added to electric and hybrid vehicles, AI is making our daily lives more efficient. But it’s not just our personal lives that AI touches; it also improves different aspects of our professional lives – one of those being the email marketing performance of B2B and B2C organizations.

Email marketing has, for some time now, benefited from automation, especially considering that small businesses and agencies are always on the lookout for ways to better manage and automate the customer life cycle. And while AI can be a little daunting to more conventional marketers who haven’t used it before, artificial intelligence offers a direct and cost-effective means to conduct and carry out email marketing-based campaigns. AI-powered tools stand to drive long-lasting results for organizations that aren’t afraid to dip their toes into this burgeoning and innovative technology.

To that end, let’s explore how AI can be used to improve your business’s email marketing performance and how it can truly thrive when marketers combine added human emotion and empathy into their marketing content.

What’s AI doing in email marketing, anyway?

Before we cover the benefits of introducing AI to your email marketing strategies, let’s quickly consider why AI found its way into email marketing in the first place.

In case you don’t already know, AI broadly refers to the different technologies and related algorithms that help machines tackle tasks that would otherwise require an actual human being to accomplish. It’s what makes those handy virtual assistants that we mentioned earlier work so well, it’s behind the recommendations you get when shopping online, and when it comes to email marketing, it’s what makes the algorithms under a software application’s hood so good at giving marketers data-driven insights into their campaigns.

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Using AI in email marketing

Alright, so you’ve gotten a quick definition of what AI is and how it found its way into email marketing – now it’s time to show off some ways you can use artificial intelligence in your email marketing campaigns.

1. Retarget visitors who didn’t complete their purchases

Retargeting tactics leverage advertisements to engage potential clients with whom your brand may have previously interacted but never committed to a transaction. It helps marketers connect with the audience they’re after with the right content at the right time. And while marketing teams come and go as often as the years pass, email retargeting is a tactic that’s here to stay — nearly half of all marketing pros think retargeting is a useful and heavily underused email marketing tactic.

Email retargeting, coupled with AI, lets organizations connect with prospective clients with whom they’d otherwise never speak again. It gives marketers a chance to get people up to speed with their brand. How? By using algorithmic functions.

AI uses many algorithms to distinguish between prospective clients and the kinds of conversions they’ll likely reward marketers with. AI is so smart about this that it can even curate the specific types of content that a prospect wants to see (something that’s relevant to them, like a loyalty program or attractive discount) and subsequently make it likelier for marketers to generate juicy conversions.

2. Write better subject lines

Let’s face it: any marketer knows that a surefire way to get more eyes on an email is with a compelling subject line. Your subject line indicates what the rest of the email will talk about. Do you want to lure bloggers and privacy-minded folks into checking out your anonymous web hosting service? You’d want to grab their attention fast with something like “thwart unwanted attention” in your subject line. Got an AI-driven email marketing product you want marketers to know about? Things like “data-driven” and “automation” should be in the subject line.

But putting together great subject lines that stand out isn’t that easy (it’s actually pretty tedious if you’ve ever tried it yourself). Thankfully, AI is good at automating tedious and laborious processes. AI-driven algorithms can do the jobs of dozens of copywriters and generate subject lines that drive big increases in ROI. Plus, AI can monitor how successful an email marketing campaign is to optimize subject lines that marketers can use during subsequent campaign loops.

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3. Customize your promotions

Everyone likes a good promotion because promotions are one of the best ways to improve how well your content reaches its target audience. Personalized promotions make impressions on attractive prospects and make it much easier for you to establish lasting and more meaningful connections and collaborations.

It’s important that you do everything in your power to make sure that you’re holding on to prospects and, whenever possible, converting them into clients who last. You can do this by feeding them a steady source of personalized deals, samples, and promotions related to their interests. AI makes creating this drip feed easier for marketers by ingesting data related to client purchasing habits and highlighting which promotions marketers should consider using when reaching out to different prospects.

Marketers can achieve greater levels of promotional personalization with AI. Buyers will become keener on interacting with the content you send them, especially if you’re using AI to help automate the process of building promotions that speak to the unique needs that different prospects have.

Conclusion

AI is here to make email marketing a breeze for senders. It’s no surprise that it can be intimidating for traditional marketers to embrace artificial intelligence, but once they do, they’re bound to realize that AI makes for a deliberate and cost-effective email marketing approach. It’s recommended that marketers work together with AI to drive greater ROI and more effectively and efficiently scale their marketing campaigns and subsequent campaign loops.

We hope this article has helped you realize not only how to use AI when it comes to your email marketing campaigns but how much AI can improve your email marketing performance, too.

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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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