How AI Is Enhancing Your Email Marketing and Lead Qualification Process

Written by Yael Darom

Jun 27, 2021

With the widespread proliferation and adoption of AI technology over the recent years, it’s clear AI has solidified its position and ability as a transformative technology, allowing organizations to achieve growth and scalability unlike ever before.

When broaching the subject of AI in the context of adopting new tools in an effort to enhance an organizations’ ability to reach their goals, it’s clear that the level of comprehension of these transformative technologies and the value they can provide is lacking amongst business leaders. In fact, a survey executed by the Marketing Artificial Intelligence Institute showed that 50% of business leaders claimed to only have a beginner level of knowledge of AI’s capabilities.

With AI sweeping the world of business solutions and enabling organizations with the tools necessary to scale their outreach, lead qualification process, and overall conversion rate, we decided to take it upon ourselves to outlining how, when attributed specifically to email marketing, AI allows you to meet your goals, as well as meet benchmarks along the way in order to gauge success.

Personalization At Scale

Ask any marketing or sales leader and you’ll most likely get conflicting answers when asking how many emails it takes to receive a response from a lead. However chances are, when you ask them what the key variable needed for an impactful email, chances are they will all agree that personalization is king.

When drafting email cadences as part of your marketing and sales strategy, it’s crucial to personalize your messaging to ensure that your lead truly feels that the conversation between you is not only a priority, but is value focused.

Executing this at scale unfortunately is the issue that most marketing and sales leaders struggle with. However with automated AI technologies, you can allow your leads that may have gone unresponsive, or that may have never received the proper attention to begin with, the proper engagement, interaction, and guidance, necessary to drive them along their buying journey, and ultimately to purchase.

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    Boosting Open Rate, Response Rate & Overall Conversion

    One of the greatest hurdles you’ll face as a marketing or sales leader is not just ensuring you have the most up to date lead information needed for your email campaign, but being able to break through the noise and engage in value driven, two-way conversation with your leads – all of which starts with a single line of text…your email subject line.

    With 47% of email recipients opening email based on the subject line and 69% of email recipients reporting email as spam based solely on the subject line, it’s more important than ever to ensure that you are creating the most effective and enticing line of text that will not only entice the lead to open, but will evoke them to send a response.

    With AI, this has never been easier. In fact some tools like “Suggestive AI”, a tool used for creating initial outbound emails, provides data backed suggestions for what variables have statistically  contributed to boosting an email’s open and response rate.

     

    Expediting The Lead Qualification Process 

    With two-way email conversation being the preferred method for executing the lead qualification process, and the optimal number of email touchpoints being five, it’s no wonder why many marketing and sales leaders are unable to engage with each and every lead, there’s simply not enough time in the day! Whether it’s due to improper lead scoring, or simply lack of headcount needed to engage, these leads never end up progressing along their buying journey, resulting in wasted opportunities.  

    However with tools utilizing both automation and AI, organizations have been able to generate value driven conversations, at scale, without the need to increase additional headcount.Through the use of AI and automation, organizations can streamline their lead qualification at scale, allowing their tools to do the heavy lifting, while allowing their marketing and sales team to focus on bringing in new leads, and closing more deals.

    Choosing The Right Tools For Your Needs 

    There are  new companies every day that are  creating new AI tools that will transform the way organizations execute workflows and it’s important to define your needs as an organization before choosing a provider. Whereas Exceed utilizes AI to allow you to optimize your lead qualification process, companies like Bant.io utilizes AI for the purpose of generating the most relevant B2B leads.

    Bant.io offers an AI-powered prospecting engine which uses a proprietary combination of algorithmic attribution models, which continuously improve the conversion rates and lead quality. 

    Whether it’s lead gen or lead qualification, it’s important to take an objective look at the tools at your disposal, and the data they use as a benchmark for gauging success.

    WIth Exceed, organizations that have utilized our Automated AI Assistant in conjunction with our Suggestive AI tool, have realized:

    • A 56% increase in open rate based on recommendations related to email subject line alterations
    • A 63% increase in open rate based on suggestions related to the integration of lead’s demographics and firmographics
    • A 22% increase in conversion rate attributed to recommendations related to the  length of the outgoing message (optimal between 41-85 words)

    Looking To The Future

    All in all, it’s important to note that no organization, regardless of where they lie on their lifecycle, can’t expect to sustain or achieve scalability without the adoption of new technologies. It is through AI and the creation of these new solutions that have allowed organizations  to reassess what is possible and push themselves and their industries as a whole to achieve new levels of success.

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