The evolution of the email marketer's job

Selligent Reconnect 2018 took place recently. During this event, a new articial intelligence module was presented. This one will probably initiate the revolution of the marketer's job... Part of a marketer's job today is to manage the various parties involved (creative, production, etc.) in order to get the message across to customers. Another part of his job is to construct his message, both in content and form, and to optimize the way in which this message is disseminated: different channels, times and days of dispatch, ... Let's take this last point as an example: optimizing the day of dispatch. In recent years, this has become an increasingly important element in improving results. It's all about determining the best day to send a message, in order to optimize your open and/or click-through rates. Selligent will now offer an artificial intelligence module to automate this part of the process, and also to do it better than when it's handled by a human. Because when it comes to analysis work, which involves averaging results and systematically extracting the best from them, an automaton will be able to do it faster and with fewer errors. For the moment, the "traditional" method is more or less as follows: if you want to determine the best sending day to optimize your openings, a series of tests has already been carried out on different days of the week, and the average opening rates are as follows:

Monday: 10% Tuesday: 12% Wednesday: 11% Thursday: 15% Friday: 20% Saturday: 16% Sunday: 14%

We'll validate Thursday as the best day, since it maximizes the opening rate. However, it only maximizes openings for 20% of the population. For a human, it would be too tedious to study the optimal opening day on a user-by-user basis, but for an artificial intelligence and with today's technology, it's perfectly feasible, and it's therefore possible to spread the sending of a campaign over a week by sending on the best possible day per user based on previous statistics. All automated, of course. Over and above the improvement this will bring in terms of results, it also means that the time previously spent by the marketer compiling the results of different mailings and determining the best day to send can now be allocated elsewhere by automating the operation (which, as a bonus, will be carried out more efficiently). This means that the marketer's role as analyst and operator can be shifted to a more strategic one, by planning a certain number of campaigns, managing the marketing pressure of different mailings, imagining scenarios and so on. In the example above, the aim is to optimize the day of dispatch, but the possibilities offered by technology would allow us (and this already exists) to envisage a fully automated newsletter which would fetch its content from specially designated places (product catalog, blog article, etc.). Here again, the time freed up for the marketer (as well as the budget and time of any other teams) could be devoted to other projects and used to develop the marketing vision of his operation! And while Selligent is one of the most accomplished routers in my opinion, it is far from the only one to offer automation solutions of this kind. Of course, this is something that requires a certain marketing maturity. You first need to have a certain number of actions "up and running" (sending newsletters, promotional actions, etc.) before you can automate them. But if you're at that stage, then it's worth considering taking it to the next level!