B2B revenue teams are under constant pressure to deliver more leads and conversions with limited resources. AI-powered email marketing automation can help by taking on some of the tedious and time-consuming tasks that bog down sales representatives, enabling you to focus on high-value sales prospects.
Here are five of the biggest challenges AI-powered email marketing automation can help revenue teams solve:
1. Segmentation & List Management
Segmented email campaigns register 50% higher CTRs than untargeted campaigns. However, manually segmenting your email list and keeping track of customer interactions is a time-consuming and tedious task. It can quickly become unmanageable as your list size grows.
AI-powered email marketing automation tools can take on this challenge by automatically segmenting your list based on customer behavior, interests, and demographics. AI can also help you keep track of customer interactions and automatically update your segments in real time.
Since AI-powered segmentation leverages customer data, it’s also more accurate than manual segmentation, which often relies on hunches and guesswork.
2. Content Creation & Personalization
Addressing your audience by name, referencing their specific pain points, and tailoring your content to their interests increases open rates and CTRs by up to 35%, resulting in deeper engagement and more sales opportunities.
But content personalization should involve more than inserting %FIRST NAME%, %COMPANY NAME% into an email template, and addressing a generic pain point. To drive the best results, your emails should be tailored to your prospect’s stage in the buying process, their recent online research, and their interactions with your website and marketing campaigns.
Delivering that type of personalization at scale is nearly impossible without the help of AI. AI can analyze the latest data about each customer and deliver content that is tailored to their specific needs.
3. Email Delivery & Subject Line Optimization
The best email content in the world is meaningless if the recipient never opens the message. If you search Google for “best time to send an email,” you’ll see hundreds of pieces of advice about which time and day of the week give you the best odds of recipients opening your email. Unfortunately, the advice is based on averages —not on the individual behavior of your contacts.
AI can look at the interaction habits of individual contacts and determine when each specific contact is most likely to open and respond to your email.
The same basic concept also holds for subject lines. Your subject line can determine victory or failure in the blink of an eye. Either you earn attention, or your message goes straight to Trash. But not every contact is going to respond the same way to the same subject line.
AI can craft subject lines that are written for each specific contact, and learn which messages they read. It then tracks engagement so it can improve and optimize over time. You probably already study your campaign open rates and work to improve subject lines. AI can do this on a contact-by-contact basis.
4. Campaign Monitoring & Insights
AI-powered email platforms can provide valuable insights to both the marketing and sales teams.
AI-powered analytics help you identify trends and patterns in customer behavior.
For marketers, these insights can help you quickly A/B test new campaign tactics to drive pipeline growth.
For sales representatives, AI can deliver granular insights into which accounts are becoming more engaged with content, and which topics have their interest. Once an account qualifies for outreach, you’ll be armed with great talking points.
5. Lead Nurturing & Sales Cycle Shortening
B2B sales cycles are long. When customers are investing in a complex service or product for their business, they do a ton of research. Your emails should enable as much of this research as possible — and make it easy for customers to connect with a sales rep when they are ready.
By providing specific content that is tailored to the needs of individual customers, AI can help speed up the research process. And better-informed prospects become closed deals much faster.
Let 6sense Help You Unleash the Power of AI in Your Email Marketing
6sense is the leading AI-powered revenue platform that combines the power of account-based marketing (ABM) with pipeline analytics and real-time outreach recommendations for sales reps. By using AI to focus efforts on in-market accounts, 6sense helps clients increase sales opportunities, improve closed rates, boost pipeline velocity, and generate higher average deal sizes.
Schedule a demo today to see how 6sense can help you grow revenue — and empower your entire revenue team — by incorporating AI into your efforts.
