AI-Generated Personalisation
Good personalisation is essential to marketing success. Yet, some channels are easier to personalise than others. AI will close that capability gap.
There has been a fair amount of talk about the decline of email nurture this year. Many people have stopped believing in email as a channel and nurture as a strategy. Yet, we're not seeing a consistent decline in nurture campaign results across the board. Some marketers are still getting great results from their nurtures.
As with any other marketing tactic, email nurtures are successful if they deliver the fundamentals: the right time, the right content, and the right place. Poor-performing nurtures are often the result of unsuitable content sent to uninterested contacts at the wrong point of the buying cycle. The difference between a successful nurture and an unsuccessful one is personalisation.