Nurturing Flows: How Can AI Drive Email Personalization and Automation?

Nurturing flows refer to a sequence of automated emails sent to the lead base in order to create or maintain a relationship with the personas, with the purpose of generating certain actions. But how is Artificial Intelligence contributing to improving this process and delivering increasingly assertive emails? In this post, you will understand a little more about email flows and the applicability of AI in this aspect. Read on for more!

Nurturing Flows: How Can AI Drive Email Personalization and Automation?

Nurturing flows refer to a sequence of automated emails sent to the lead base in order to create or maintain a relationship with the personas, with the purpose of generating certain actions..

But how is Artificial Intelligence helping to improve this process and deliver increasingly assertive emails?

In this post, you will understand a little more about email flows and the applicability of AI in this aspect. Read the text below!

Nutrition flows: the role of Artificial Intelligence

Although Artificial Intelligence is not a new topic in the world, especially for marketing professionals, recently, people are getting a closer look at the power of technology.

And the solutions are everywhere: in content creation, ad optimization, including email marketing campaigns, But how can AI actually improve nutrition flows?

Find out the answers below:

Improves running campaigns

One of the functions of AI is the ability to improve email marketing campaigns that are already underway. In other words, by analyzing user behavior, the technology makes immediate adjustments and quickly understands what each lead expects.

User interaction analysis

Another important aspect concerns the audience’s engagement with email. Remember what we said earlier about how it’s essential to deliver the right content to the right person to achieve good results?

In this sense, software with Artificial Intelligence can analyze how each person interacts with emails and digital platforms, such as websites, and contributes to sending offers based on user preferences.

Language adaptation

Email marketing is a medium in which companies can create or maintain a closer relationship with consumers through nurturing flows. Therefore, it is important to target them in a personalized way, so that the user feels unique and that the content and/or suggestion was made especially for them.

With AI, it is possible to adapt the language according to the characteristics and profile of the recipient. In this way, the company increases the level of connection with the persona, is able to send more assertive emails and, as a result, achieve its objectives.

Use of Artificial Intelligence in nutrition flows

Did you see how Artificial Intelligence can be a great ally in your email marketing campaigns? We will show you below how your company can use AI in practice to improve results:

Message personalization and user segmentation

More assertive segmentation is also possible through data analysis, as well as message personalization.

AI has an efficient capacity to analyze a large number of demographic, age range, and behavioral data, such as the time at which a person usually checks their emails and their purchasing profile, and thus better distribute the content of nutrition flows.

However, it is worth highlighting that AI tools allow for personalization and aim to facilitate the process, but it is crucial that the company knows its personas and their pain points, after all, the content needs to be aligned with this.

Process automation

Automation already exists, however, the processes involving email marketing nutrition flows, from defining strategies to creating content, sending emails and monitoring results, can be improved with Artificial Intelligence.

ChatGPT, for example, is a tool that can help you better understand the behavior of leads and, based on that, offer better experiences to users.

Email tracking

Who has never unfollowed a brand to stop receiving emails? This happens mainly when the company ends up sending offers that are no longer in line with the user's preferences, which change quickly.

AI-based systems can quickly capture the recipient's interests and change the strategy, that is, the content offering, avoiding the famous “unfollow”, managing to attract the attention of the potential customer and reversing the situation.

How to implement Artificial Intelligence in Nutrition flows?

The first step is to find tools that use Artificial Intelligence.

Marketing professionals, always aware and equipped with platforms that offer the best solutions for their clients, can help in this process and find alternatives that are consistent with the company's objectives.

However, although technology is being used in favor of marketing strategies, other pillars developed by people are important, such as:

planning and strategy

First of all, you need to know where you want to go!

To do this, it is crucial to develop a plan that contains strategies that meet the company's needs and goals, which includes defining personas and objectives, campaign themes, market and competitor studies, the best digital media, among others.

Content creation

It is necessary to create content that is compatible with the brand and its objectives, but that also communicates with the persona.

From the text developed specifically for email nurturing flows to the visual identity, Artificial Intelligence acts as an ally in this sense, providing relevant insights.

Data analysis

Artificial Intelligence is a technology that provides valuable information and data that helps in decision-making and defining more effective strategies.

With reports, you can check what is working and what needs to be improved and follow other paths.

However, it is worth remembering the importance of people who know how to strategically analyze data and create actions that will really make sense for the company.

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What is nutrition flow?

Email marketing is one of the digital marketing strategies used by many companies. And when applied correctly, the tool is capable of generating actions that boost business sales.

In view of this, the nutrition flow aims to build or improve the relationship with the target audience to achieve certain objectives., which may be associated with sales, viewing content, uploading an e-book, for example, among other purposes.

Therefore, emails are sent to encourage the recipient to take some kind of action. However, for results to be successfully achieved, it is extremely important to send content or suggest products that are of interest to the potential consumer.

After all, there's nothing more annoying than receiving a bunch of emails that you're not interested in, right? So, the more accurate you are, the greater the chance of conversion.

Lead Nurturing Flow

Nurturing flows are important for strategies that aim for efficient results, as they prepare leads to advance through the stages of the sales funnel, identifying the stage of maturity in which the persona is in this journey. They work to:

  • Apprenticeship;
  • Problem recognition;
  • Consideration of the solution;
  • Purchase decision.

This way, the company can send the right email to the right person, managing to approach 

contacts who are really ready to buy.

In this context, the most talked about technology of the moment, Artificial Intelligence, is changing the way companies develop their strategies, because the tools that use it significantly improve the personalization of emails.

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GS2 Marketing Agency

Email marketing is a crucial part of strategies that lead a company to success. Nutrition flows are crucial to creating and maintaining a positive relationship with personas and achieving goals.

Therefore, if you are looking to build a business that really makes sense and brings value to your brand, get to know GS2 Marketing Digital, an agency specialized in inbound marketing, with a total focus on results. 

We use the best digital marketing tools to produce assertive content for our clients, with creative and remarkable actions. In addition to a highly specialized team, which includes traffic managers. 

This seriousness and intelligence in digital marketing provides recognition from many of our clients, for whom we have become a lead generation and conversion machine. 

Contact Us.

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