Leveraging AI in email tools — Brian McKenna // DMi Partners

Brian McKenna, VP of CRM at DMi Partners, delves into artificial intelligence in email and database architecture. From optimizing send times to product feed recommendations based on subscriber data, AI is already an integral part of our email marketing efforts. However, the spotlight is on GPT tools, promising an automated content delivery system where AI can scale delivering the right content to the right subscriber at the right time. Today, Brian discusses leveraging AI in email tools.

About the speaker

Brian McKenna

DMi Partners

Brian is VP of CRM at DMi Partners

Part 1 Leveraging AI in email tools — Brian McKenna // DMi Partners
Part 2Database architecture for future AI — Brian McKenna // DMi Partners

Show Notes

02:16

Leveraging AI in email tools

AI is currently used in email tools for send time optimization and product feed recommendations based on a subscribers browse and purchase history. Emerging GPT tools offer the potential for automated, scalable, and highly personalized email creation and segmentation.
05:11

AI for segmentation and list building

AI is effective in generating ideas that can lead to the creation of an initial audience list. However, human intervention is crucial to establish guardrails and ensure the right messages are delivered to the right audience based on recent engagement.
06:38

AI for personalization in email marketing

In eCommerce, the products featured within emails should be tailored to each subscriber. AI can be used for highly personalized and up-to-date product recommendations within emails, tailoring content to each subscriber's browsing and engagement history.
08:11

Developments in AI for email marketing

Majority of recent solutions are reskinned versions of existing tools and features, incorporating elements of AI or machine learning. Despite this trend, AI has proven valuable in aiding the brainstorming process for content, campaigns, and creative email ideas.
08:50

Evaluating email performance with AI

At DMi, this is typically a combination of reporting from their clients' email service provider and individual tracking platforms with Adobe Analytics, Google Analytics, or out-of-the-box tools.
09:22

AI tools in email marketing

While DMi aims to maximize its clients current tools, one notable tech partner it leverages is Movable Ink. Movable Ink provides a strong foundation for personalization and automation, complementing potential future AI solutions as they advance beyond the "sandwich phase”.
10:35

The future of AI in email

In the future, AI will go beyond task streamlining to providing value via automated content delivery systems. Guided by AI prompts and defined guardrails, these systems will ensure the right message reaches the right person at the right moment.

Quotes

"Sending the wrong message to the wrong person can almost be more impactful than sending to 1000s of people that are the right consumers." - Brian McKenna
"In the eCommerce space, the products featured within an email should be highly personalized for each individual subscriber." - Brian McKenna
"We're 100% still in the sandwich phase regarding AI and email, especially as it relates to anything that we will be putting into production." - Brian McKenna
"AI is often good at giving us an idea that leads to an idea." - Brian McKenna
"AIs value will come from its future state, knowing that we're delivering content to the right subscriber at the right time, guided by AI prompts and strategic guardrails, fulfilling our vision of automated efficiency." - Brian McKenna