by Ayaz Nanji for Marketing Profs
Are enterprise marketers using artificial intelligence to help with their email campaigns? If so, what are the most common uses and challenges?
To find out, RPE Origin and Ascend2 surveyed 110 marketers who work for organizations with 500+ employees.
Some 24% of respondents say they’re already using AI extensively in their email marketing campaigns, 33% say they’re using it to some extent, 25% are not using it yet but have plans to, 14% have no plans to, and 4% are unsure.
Among enterprise marketers who are using or plan to use AI as part of their email campaigns, 50% are doing so for content personalization, 47% for email retargeting, and 47% for subject line optimization.
Respondents say the top challenges they’ve faced when implementing AI in email marketing have been data/customer privacy concerns (45% cite), data quality or availability issues (42%), and a lack of internal expertise (40%).
Some 45% of enterprise marketers believe AI will play a central role in email marketing in the future, 47% believe it will have a significant impact but won’t replace human creativity, 5% believe it will have limited applications, and 3% are not sure.
About the research: The report was based on data from a survey of 110 marketers who work for organizations with 500+ employees.
