SmartSites Workshop at Small Business Expo 2023: Simplifying Email Marketing with the Help of AI
Sam Chadson Ng
Assistant Director of Content
An array of informative sessions were held during the recent Small Business Expo in New York City. They provided valuable insights for small business owners and entrepreneurs. Among the distinguished speakers was Ashley Ismailovski, Director of Email Marketing at SmartSites. She shared her expertise on leveraging artificial intelligence (AI) in email marketing during her workshop titled “Email Marketing Made Easy: Integrating AI for Enhanced Conversions.”
AI: Revolutionizing Email Marketing
Artificial intelligence has been a driving force in email marketing, allowing marketers to analyze vast data sets, identify patterns, and provide real-time updates more efficiently than ever. AI-powered tools are now affordable and accessible to growing brands, opening doors for sophisticated strategies at no additional costs. While AI can process information faster than any human, a human touch remains essential in strategy development and considering brand nuances.
“AI is no longer a ‘nice-to-have’ in email marketing, it’s a must-have. Its power lies in its ability to quickly analyze data, identify patterns, and deliver real-time updates.”
Maximizing Onsite Displays
Onsite displays are instrumental in capturing visitors’ attention and growing your subscriber base. Ashley underscored the effectiveness of various types such as pop-up displays, banner displays, countdown timers, exit intent overlays, and chatbots. These tools provide instant responses, reduce cart abandonment, and foster interactive engagement with customers.
Smarter Customer Segmentation
Combining first- and zero-party data with predictive analytics allows brands to create ultra-precise customer segments. This real-time targeting enhances customer engagement and improves campaign deliverability metrics. AI-generated product recommendations based on a visitor’s browsing behavior, purchase history, and preferences are key to optimizing the shopping experience and increasing average order value.
The Future of Email Marketing
Looking ahead, the collection of first- and zero-party data directly from customers will become increasingly important. This shift is driven by growing data privacy concerns and stringent laws like the GDPR and CCPA. Collecting this information enables businesses to engage their customers on a more personal level and tailor their marketing campaigns to individual preferences and behaviors.
Harnessing the Power of AI and SMS
While AI makes a significant impact on email marketing, it’s not the only player in the game. Ashley highlighted the importance of SMS marketing due to its higher open rates compared to email. SMS allows brands to recover abandoned carts and re-engage customers who haven’t made a purchase in a while. It also provides an additional avenue to promote other branded initiatives such as review generation and customer feedback.
“AI doesn’t make marketing impersonal, but rather, when used right, it helps us connect on a deeper, more personalized level with our customers. In the end, that’s what truly drives brand loyalty and business growth.”
Ashley Ismailovski’s insightful presentation showcased the value of integrating AI into email marketing strategies. From enhancing onsite displays to smart segmentation and embracing the power of SMS, she shed light on several facets of modern marketing that small businesses can harness for success. As AI continues to evolve and enhance the marketing landscape, small businesses can leverage these tools and strategies to grow and thrive in an increasingly digital world.