If there has been one clearly emerging trend in 2016, it has been the growth of artificial intelligence (AI) driving business technologies. With AI-powered solutions solving problems in areas including search, service management, lead generation and data trends, AI is posed to continue to change the way we do business, and marketing is no exception.
As someone with a strong interest in lead generation and nurturing processes, what’s probably most intriguing about artificial intelligence is the role it will play in the marketing field. Specifically, the influence that AI will have in content development and automated response.
Gartner predicts that by 2018, 20 percent of business content will be authored by machines, including sales sheets, eBooks, white papers and even emails. Yes, emails. You read that correctly.
Early AI-powered email platforms are already here
The very thought of an intelligent system creating something as personal as an email may seem astounding to us, but there are numerous technologies on the market right now that are already leading us in this direction of AI-powered email. Two of the more popular technologies that I have seen are Boomerang and Crystal.
Boomerang for Gmail is Google email enhancement which generates a response score to gauge how likely the reader is going to respond to the email based on criteria including positivity, politeness, subjectivity, reading level and more. Originally created as an email response reminder tool, Boomerang has slowly involved into a powerful email composition assistant.
Crystal is a web service which scans social media to identify your personality and provide email writers with a full DISC evaluation of your targets. With a DISC assessment at their disposal, Crystal users are empowered with powerful personality information, which can be integrated into their content generation to appeal to targets from both a professional and a personal perspective.
What this means for marketers
As marketers continue to explore the benefits of account-based marketing (ABM) practices, the idea of the AI-driven email can likely be the catalyst to help move the needle towards the personalized email approach. For more on ABM, check out our list of 8 Things to Know About Account-Based Marketing.
What often derails our ABM tactics is the ability to clearly understand the needs of our audience, including how they think and what drives their interests. The process of gathering data and crafting the ideal message to appeal to our target is a labor-intensive one, and not one that can be easily scaled.
With AI email tools at our disposal, we may now have a scalable solution with the ability to break through the clutter and target our prospects with the content they need, presented in a form that will encourage their response.
This is not to say that we are just a few years away from never having to respond to emails, but as the lines start to blur between what’s an automatically generated email and a personal email, it’s certainly going to change email’s role in the marketing toolbox.