Artificial intelligence improves email subscriber engagement rates

Anne Freier | September 20, 2018

Mobile Advertising

Email marketers who use artificial intelligence (AI) have reported higher subscriber engagement, according to a new report from The Relevancy Group (TRG) and Return Path.

The study explored the intersection between AI and email deliverability and whether AI was able to improve email deliverability.

The findings reveal that open and click-through rates were around 2 points higher for AI senders than human senders alone. Conversion rates were fairly similar for both groups.

“At The Relevancy Group, we are excited by the significant potential for AI in the email marketing space—and especially its ability to drive more valuable inbox experiences,” said TRG CEO David Daniels. “This research shows that the marketplace shares our enthusiasm, as 97% of survey respondents say they are confident in that AI can improve the customer experience.”

At the same time, AI solutions also helped to improve deliverability with AI senders having delivery rates that were one point higher than human senders.

For those who used AI, average order values were $145.08 compared to $138.00 for non-AI senders. Additionally, those who are using AI also noted that monthly revenue from email marketing was up 41%.

“As the email industry continues to evolve, marketers are looking for more than just monitoring and best-practice based recommendations. They’re demanding real, effective solutions to the problems they face every day,” added Return Path CEO Matt Blumberg. “Over the course of two decades, Return Path has been pushing the envelope of artificial intelligence, machine learning, and advanced analytics to create those solutions by harnessing the power of the industry’s best and most complete data set.”

Overall, marketers who use AI are able to drive more revenue per subscriber.

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