Expert highlights the effectiveness of email marketing amid changes in the online search scenario.
By 2028, brands must be prepared for at least a 50% reduction in organic traffic to their websites as consumers adopt research based on Generative Artificial Intelligence (GenAI). This is one of the main conclusions pointed out by Gartner in his study The Future of Marketing: 5 Trends and Predictions for 2024 and Beyond, published this year.
According to the report, the rapid expansion of GenAI-based artificial intelligence in search engines will have a significant impact, transforming the way consumers obtain information. This phenomenon threatens to disrupt revenue and lead generation through organic search channels, which challenges brands to adapt the strategy. According to the Gartner study, to reduce this impact, companies should focus on keywords focused on conversion, in addition to intensifying their focus on traditional channels, such as email marketing.
While GenAI changes the game, email marketing remains a direct channel for building authentic connections with our audience, overcoming the temporal fluctuations of other channels. This flexible tool is capable of sending highly segmented messages, adapted to the individual needs of recipients, with lasting engagement, explains Marcelo Caruana, head of Marketing at E-goi – omnichannel marketing automation platform.
Despite being a traditional channel, e-mail marketing has adapted to innovations, further intensifying the personalization of the experience for the public, mainly combined with artificial intelligence.
Some examples of the use of AI in email marketing are: to personalize the subject of emails and increase the opening rate; to automatically send the email on the day and time of the week that is most likely to be opened by the customer and increase the engagement rate; and to personalize the content and products indicated in the email according to the latest interests and behaviors of each customer, increasing the conversion rate. All these solutions are available on the E-goi platform, concludes Caruana.
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