In today’s highly competitive retail market, customer loyalty is often a pivotal driver of business success. So much so that studies have shown that increasing customer retention rates by just 5 percent can boost profits up to 95 percent.
However, gone are the days of one-size-fits-all loyalty programs that offer the same rewards and incentives for every customer. Today’s consumers expect tailored experiences that align with their individual preferences, behaviors, values and purchasing history.
The rapid development of artificial intelligence-driven tools are giving marketers the opportunity to advance their loyalty programs to make deeper — and more impactful — connections.
So, where to start? Below are a few tips for navigating the world of AI and integrating new tools into your marketing efforts:
1. Use AI tools to improve email delivery, open rates and engagement.
Campaign success depends on message visibility, yet many brands still struggle with their delivery rate due to oversaturation of messages. Sending too many emails can signal spammer potential to email service providers (ESPs) and result in inhibited delivery rates and low engagement. For many marketers, figuring out the ideal cadence takes time, testing and refinement.
To help overcome this issue, Adobe and Salesforce both offer AI-driven tools to manage email send frequency — down to individual recipients.