In order to deliver a one-to-one experience, customer data and content must be completely divorced from one another and algorithms applied that identify which content should be delivered to which customer, and when.
In a few years, email copywriters may spend more time editing and approving copy than writing it, and email designers may not actually design “emails” at all. Why? Because of advancements in machine learning and automation.
Litmus (my employer) recently asked more than 1,100 marketers: “Will machine learning, AI, and predictive software ever determine the majority of the content (subject lines, images, copy, etc.) in marketing emails?”
Machine learning, predictive analytics and other tools are already making an impact on how marketers generate email content. Intelligent software is currently contributing the most in the form of product and content suggestions for individual subscribers, but it’s also involved with subject line writing and other aspects of email marketing.
New paradigms are needed that allow marketers to create principle-based automation rather than the current prescriptive-based methods. Operating off these principles, machine intelligence will manage and control the messaging to each individual across channels, creating the truly integrated experiences that are currently talked about a lot but rarely delivered.
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