AI, email & what it means for you 🫵

This week, get ready to uncover new strategies and fascinating trends that are shaping the email marketing landscape! Let's talk email automation and email AI tools.

Time Between Emails

One of the most common questions I'm asked is, "How much of a wait should I use between email sends?"

The answer is always, "It depends."

Top-of-funnel email automations (lead magnets, webinars, events, welcome series) tend to be more aggressive, with less time between emails (12-48 hours). The contact is usually "new" to the list, and you want to convert as quickly as possible.

Mid- to bottom-of-funnel email automations (engagement, cross-sells, community) tend to be less frequent (48 hours +) because they are nurturing, not necessarily converting.

Of course, it depends on your audience's preferences as well.

Here's what I recommend. If you send regular broadcast campaigns 1x a week, set your automations based on the timeframes above. 👀 Watch your unsubscribe rates for the automations. If the unsubscribes go high (above .5%), spread the emails. If unsubs stay low, you can try to decrease the time between emails and see how it impacts your other metrics.

ActiveCampaign Automations

Having worked with hundreds of businesses over the years, I’ve noticed that marketing automation can be like a sinking ship with holes in it. Most people are trying to bail out the water without fixing the root cause of the problem.

Rather than building a solid foundation for their marketing automation, businesses build complex processes that need the foundation.

This results in an overall poor performance of the system.

The ICON process helps ensure you set up the appropriate foundation starting with your domain, contact list, and essential automations.

Let's dig into each step.

• ActiveCampaign recently published a blog post on AI for email marketing. It's a great read if you want to leverage tools like ChatGPT to help you.

• Speaking of AI, HubSpot shared the Top Types of AI-Generated Content in Marketing. It's a great read if you are looking for ideas on how AI can help you with your content marketing.

• I recently discovered the YAMM AI Email Writer. While it works the same way as using prompts in ChatGPT, if you aren't familiar or well-versed in prompt building, this tool will help you with your next email!