Digital marketing and SEO are highly susceptible to trends that come and go with dizzying frequency. Yet among the constant noise of viral videos and AI-fueled social media fads, one strategy remains the undisputed champion of ROI: email marketing. Digital marketers continue to use email as an outreach medium because it still works.
Not that modern email marketing is the same as its first-generation predecessor. It is not. The days of the batch-and-blast newsletter are over. Newsletters are being replaced by more sophisticated communications rooted in automation. With AI taking center stage in both marketing and SEO, automation is not just a convenience. It is both a game changer and a growth engine that encourages email marketing at scale without sacrificing the human touch.
From Broadcast to Journey
Traditional SEO and email marketing have relied on mass broadcasting, regardless of where individual customers stood in their own brand journeys. But thanks to AI, email marketing can be as journey-specific as SEO-based advertising. Automation is a big part of it. Automation flips the script by relying on triggers to determine who gets a particular message.
New subscribers might get a sequence of welcome messages over several days or weeks. Meanwhile, a long-time subscriber might be sent a recovery email in response to an abandoned shopping cart. A dormant subscriber might receive a message that tells her the company misses her.
Through automation and targeted messaging, an organization’s brand stays top-of-mind. The result of such highly targeted content is twofold: higher open and click-through rates and improved user engagement over the entire customer journey.
Automation as an Efficiency Multiplier
Automation is definitely a good thing for AI-driven email marketing. It makes targeted messaging possible. But automation is also an efficiency multiplier. That is important among decision-makers who understand that time is a valuable commodity.
Access to automation allows SEO and marketing teams to ‘set and forget’ messaging parameters with a level of precision that simply cannot be matched by manual efforts. More importantly, automated workflows continue around-the-clock once established and thoroughly tested. Leads are nurtured and sales closed while the marketing team concentrates on higher-level strategies.
To the SEO specialists at San Diego’s Pixsan, automation is especially helpful for nurturing leads. Consider a potential customer who downloads one of the company’s white papers. Over the next several weeks, an automated routine delivers a multi-part educational series that keeps the lead engaged. All the while, no manual labor is required.
Data-Driven Personalization at Scale
The growth engine portion of automated email marketing comes into play as a company scales. Integrating automation with AI opens the door to radical personalization. So much so that SEO and marketing providers willing to use predictive analytics can determine not only what a customer wants to buy, but when they are most likely to open a related email.
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Automated systems can optimize email sends, on a per-subscriber basis, built around each subscriber’s historical activity. But that is not all. Automated systems can also dynamically control content. This way, they serve each subscriber products or images based on past browsing history. The result is a one-to-one experience that feels bespoke even though emails are going out to hundreds or thousands of subscribers. According to Pixsan Solutions, this is how you scale using email marketing automation as the engine.
Email marketing has long been a strategy pursued by successful SEO and digital marketing providers. It’s even more lucrative in the 2020s thanks to automation and AI. Email is far from dead. Automation and AI are now pushing it to new ROI heights.