Artificial Intelligence (AI) is playing a significant role in making marketing more personalized and responsive.

We haven’t heard of the influence of AI on email marketing. To help us learn about it, Econsultancy columnist Ben Davis has interviewed Raj Balasundaram, VP Solutions and Strategic Services at Emarsys, a B2C marketing automation platform summarized the conversation in a blog post.

Davis says, “I began by asking ‘What is personalisation?’

“Every marketer has to answer these four questions,” Balasundaram replied, “Who? What? When? How?”

“That’s fundamentally what personalisation does. Who is the customer? What am I going to say to them? When, or in what context? And how am I going to deliver that message?

“The four questions,” he continued, “need to be answered at an individual level, and they need to be answered every time we contact the person and without thinking about what channel we’re going to send to.”

It’s this concept of lots of individual decisions being made, each considering some aspect of content, time and channel that makes this personalisation different.

Balasundaram simplifies it for me: “The machines don’t segment, they don’t personalise, all they think of is an event. So, ‘here’s Ben, what do I need to do with him?’ It’s a singular transaction, rather than putting a list together or using smart content blocks for example.”

Essentially, this is marketing automation but with many more variables”.

How AI is redefining personalisation & the job of the email marketer

Econsultancy

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