The 2023 State of Email Workflows Report highlights that marketing teams spend an average of two weeks or more to create a single email campaign, covering everything from strategy to sending. The focus on optimizing email workflows through artificial intelligence (AI) raises questions about its potential impact on different aspects of email marketing.
The distinction between email marketing and email writing is crucial, as AI-generated content for business emails is valid, but this article concerns AI’s influence on email marketing. Email marketing involves one-to-many communications to customers and subscribers, aiming to deliver brand messages, valuable content, and insights for measurement.
Key Areas of Impact for AI in Email Workflow:
- Feedback and Approvals: The feedback and approvals stage consumes significant time in email campaigns. Agile approaches, clear creative briefs, and defined roles can expedite this process, though AI-generated copy might not drastically impact it due to apprehension.
- Content Creation: Content creation is where significant time investment is appropriate. Generative AI can accelerate various content creation aspects, from brainstorming to copywriting, image and video creation. Assistive AI tools like Grammarly can also support content creators.
- Design: While AI is advancing in design, it’s essential to pay as much attention to design as copy to ensure on-brand and effective designs. Machine learning and predictive analytics will play a role in personalization strategies.
- Coding Emails: A strong workflow process, project management, and a well-structured email design system can streamline coding. AI’s role in email coding is uncertain, as it might struggle with considerations like Dark Mode and accessible code.
- QA Testing Emails: AI can enhance testing through natural language processing, but human testing remains vital, especially for complex emails with personalization or live content.