How is Artificial Intelligence being applied in the Email Marketing industry?

Artificial Intelligence is being adopted in many areas these days, especially in business and industry. One of the industries that has been exploiting this potential for some time now is email marketing. Below we present the main uses of Artificial Intelligence in Email Marketing:

End-user benefits

Spam Detection
Today, AI-based spam filters are present in virtually every email client, scanning every incoming message for suspicious content and delivery patterns. The goal of these filters is to prevent illegitimate senders from delivering messages to inboxes, ensuring that we only receive the most relevant messages.

Filtering by category
How does Gmail decide which email should be delivered to the "Promotions" folder or which should go to "Spam"?
Gmail (as well as other providers) takes even more responsibility for managing our inboxes and even sorting our mail. The algorithm still relies on the user to assign specific custom labels and often confuses important emails with "Everything Else", but 9 times out of 10 it gets it right, saving us significant time throughout the day.

Benefits for Email Marketers

Send Time Optimization
The STO function that most ESPs incorporate matches the best sending time with the opening behaviour trends of each customer. AI analyses open rates over time and establishes the most appropriate time for the email to be sent.

Product recommendations by email
AI product recommendations analyse the visitor's historical purchase data and the user's behaviour on the website to suggest relevant products within emails. The recommended products would be based on the learning model embedded in the structure of the website, but presented to the user within the email. Most Email Service Providers, Marketing Automation tools and eCRM incorporate recommendation modules.

Generation of subject lines
By entering a subject and contextual data (products, offer, tone, etc.), they allow different versions of an email subject to be generated and worked on until the perfect subject is obtained. Companies specialising in the application of AI for content generation are already including specialisation in Email Marketing. In addition, some ESPs are incorporating the help of AI when composing subject lines from the platform itself.