How AI is Changing the Way We Measure Email Marketing Success

So, you’re a digital marketer or a business owner well-versed in email marketing. Over the years, you’ve done a marvelous job of taking your strategies to the next level. But you’ve relied mostly on the traditional front of email metrics like open rates and click-through rates. 

You, too, know the times have changed. These metrics are no longer enough to paint the full picture of your email campaign’s success. 

Despite your best efforts, you might find that these KPIs are not doing the job for you. You need precise insights about your customer’s buying behavior. You need to know the last trigger that made them purchase from you. 

You need an advanced technology that is accurate and generates fast results—artificial intelligence. By embracing the power of AI, you can easily elevate your email marketing efforts. These tools analyze vast amounts of data, predict customer behaviors, and personalize content to unprecedented levels.

But you will face another challenge in the end:

Understanding how AI can revolutionize your email marketing strategy.

At Mavlers, marketing professionals are at the forefront of integrating AI into digital marketing. Our team has extensive experience with advanced AI tools, ensuring your campaigns reach their full potential.

Ready to unlock the future of email marketing? Let’s explore how AI can enhance your strategies, make your metrics more meaningful, and drive your business to new heights.

The Limitations of Traditional Email Marketing Metrics

Email marketing has long relied on metrics like open rate, click-through rates, etc., to measure their success. But you must admit that metrics that worked yesterday might not work today. But why? That’s because the audience’s perception of advertisements has changed. 

Although these metrics offer insights into users’ interaction with your emails, they lack precision, given the digital landscape's already extensive evolution. 

Moreover, a new, less familiar type of fatigue is email fatigue. According to Harvard Business Review, every individual receives approximately 120 new emails daily, a tide of information flooding mailboxes. This can reduce the effectiveness of emails and make the recipients even less selective or cease to check their emails altogether.

Businesses are bound to face certain challenges with these traditional email metrics. That brings us to focus on the shift toward advanced technologies and varying privacy concerns. For example, Apple’s Mail Privacy Protection (MPP) masks recipients' IP addresses and blocks pixel tracking. 

For this reason, open rates and CTR are losing their effectiveness. 

• These traditional metrics can lead to inaccurate assessments. 
• There is a lack of understanding of the customer’s behavior. 
• They don’t capture the complete customer journey. 
• The tracking can be misleading for multiple touchpoints before making a purchase. 
• High CTR can be misleading if the clicks don’t convert to sales or further engagement. 

Manual tracking can also be cumbersome, especially during indirect or delayed conversions. The insights cannot be truly trusted. These limitations compel us to seek an accurate automation mechanism that offers real-time insights. That’s why artificial intelligence is our go-to choice. 

How AI is Revolutionizing Email Marketing Analytics 

Here are a few ways in which AI is empowering email marketing analytics that help you get a better understanding of email campaigns. 

With predictive analytics and AI-powered forecasting

AI can use the user's past behavior data, such as email open rates, click-through rates, and purchasing history, to predict the next steps. These models assist marketers in guessing what kind of content will appeal to the target audience. It can also identify the best time to send emails for maximum response and which users will likely convert.

For example, an AI might assess a recipient’s feedback on an email bulletin and estimate the best time to contact them for future reminders. 

With AI-driven personalization metrics

AI can track the effectiveness of hyper-personalized content. If a particular segment of users reacts to certain types of messages or content, it can prove that hyper-personalization works. 

For example, AI can determine whether the concerned recipients who open emails with appended products are more inclined to engage with those who have been added to carts and left behind. 

Instead of only indicating the activity level or boosting engagement, AI helps marketers explore finer details about topics, products, services, and call-to-actions that users are likely to interact with. 

• They appeal to consumers about products or which individual content the marketer integrates into a campaign. 
• It’s crucial that the messaging resonates best with the targeted consumers. 
• You can also curate product recommendations and offers, such as discounts or loyalty program incentives.

With real-time engagement tracking 

According to a report by Moosend, 45% of all cart abandonment emails are opened, but only 21% of users click on the link. This is a perfect example of how crucial it can be to send the right emails at the right time. 

• Standard metrics such as open or click-through rates can sometimes take a while to gather, but AI enables marketers to observe users’ behavior constantly. 
• For example, it is possible to track when a user opens an email, how long the user spends on it, and what further action the user takes, such as visiting a website or purchasing a product. 
• AI also helps segment audiences based on their behaviors in real-time. This means businesses can change their email marketing quickly if they do not see the expected degree of engagement. 
• For example, if customers always decline a certain segment of email receipts, artificial intelligence systems can detect this, enabling marketers to shift to a new strategy.

Key Takeaways

AI is becoming the key and dominant tool for helping businesses analyze and improve email marketing performance. 

For someone new and a little old school, you should check out the new advanced analytics platforms such as Klaviyo, HubSpot, and Mailchimp, as well as the new trends such as predictive behavioral models and generative AI. 

AI is no longer an option for businesses that want to remain relevant and competitive in the current and increasingly future markets. These tools facilitate easy measurement of the campaigns and provide greater campaign insights that form the basis of better campaigns in the marketing forms. To date, AI is an element that constantly grows; therefore, marketers must integrate it to adapt to the current digital environment.