How AI & Dynamic Content Are Reinventing Email Marketing

AI is undoubtedly one of the biggest marketing buzzwords today and, combined with dynamic content, it's helping one longtime brand asset – email – become even more effective. Just like digital out-of-home is helping billboards remain relevant and brands like Ikea are using AR to reinvent the humble catalog, marketers can now tap into a myriad of data sources to cater messages to subscribers at the precise time and location of open. That's in part because the majority of consumers use smartphones as their primary device for checking email. Adobe's 2016 Real-Time Marketing Insights Study also found 77 percent of respondents were planning to use real-time technologies that can help improve personalization efforts with more relevant data. According to email marketing firm Adestra, for example, 72.5 percent of consumers pick email as their preferred communication channel with businesses. What's more, a blog post from email experience platform Movable Ink said email is successful with consumers of all ages.