Some people believe email marketing is becoming outdated, but that couldn’t be further from the truth. Email marketing remains one of the most widely utilized and successful digital marketing tactics, no matter your goals. From raising brand awareness to increasing sales, email marketing is the answer. Want to know why? Numbers don’t lie.

Email marketing is the third most influential source of information for B2B communication. Click-through rates are 47% higher for B2B email campaigns, and email marketing has a 4x higher ROI than any other digital channel. With today’s technologies—especially AI-enhanced personalization and automation—the opportunities are more expansive than ever.  With the right strategy, digital marketers can significantly increase their email marketing ROI and elevate their digital communication.

Why Use Email Marketing?

 

Tracking & Web Traffic

One of the most significant challenges digital marketers face is increasing website traffic, which creates more opportunities to start sales conversations. Email marketing is an essential tactic to drive high-quality leads to your website and get these conversations started.

Perhaps one of the most attractive features of email marketing is its trackability. From open rates to heatmaps and engagement tracking, you can monitor performance in real-time. With AI tools now analyzing campaign performance, marketers get instant insights and optimization suggestions, allowing for faster pivots and smarter strategies.

Understanding your campaign goals and the difference between KPIs and ROI is essential. Even if you don’t reach all your intended marks, data from AI-powered analytics can highlight exactly where drop-off occurred—making it easier to refine future sends and better connect with your audience.

Automation Capabilities

Email automation has long been a game-changer, but AI has supercharged it. Traditional drip campaigns are being replaced by AI-driven workflows that adapt to user behavior in real-time.

Today's AI-powered platforms can:

  • Automatically personalize subject lines and email content using past user behavior 
  • Adjust the timing of send based on when each contact is most likely to engage 
  • Predict which CTAs will drive higher conversion—and adjust accordingly 

Set up automated campaigns with response emails triggered by specific actions and let AI do the heavy lifting by dynamically adjusting messaging and timing based on performance data. Automation isn’t just about saving time anymore—it’s about delivering hyper-relevant experiences at scale.

A/B Testing

The best way to maximize your email marketing efforts is to test. Test your subject lines and email content to figure out which messaging or design resonates with your audience the most. From subject lines and content to emojis and graphic types, you can tailor your emails to get the results you want.

The best part? AI can help. AI-enhanced A/B testing allows marketers to test multiple variations simultaneously (multivariate testing) and identify winning combinations faster. It can also:

  • Predict which version will perform best before the test even completes
  • Offer real-time adjustments based on audience behavior mid-campaign
  • Automate ongoing optimization over time based on engagement trends

From subject lines and images to send times and tone, AI makes testing faster, smarter, and more intuitive. 

 

GROWL’s Email Marketing Hacks

Now that you see the benefits and capabilities of email marketing, especially with the power of AI,  your marketing team can start harnessing opportunities to elevate your strategy. Use GROWL’s email marketing hacks to activate and optimize your email marketing strategy and increase ROI.

Nail Down a Process (THEN LET AI OPTIMIZE IT) 

Having a clear process remains critical. Outline a consistent workflow, build in checks for content and design, and standardize voice and style across all sends.

But don’t stop there—AI tools can now suggest optimizations to that process. They can detect subject line fatigue, recommend improved personalization fields, and even identify the best audience segments for re-engagement.

Email More Often

While it’s important not to overwhelm inboxes, many marketers are finding that increased email frequency—when paired with valuable content and smart segmentation—can actually enhance engagement. Instead of relying on a fixed schedule, AI tools can now help analyze user behavior to suggest optimal timing and frequency for each audience segment.

The key? Quality and relevance. When your emails consistently provide value, your audience is more likely to stay subscribed and engaged—regardless of how often you send.

Send Valuable ‘Thank you’ Emails

Transactional and thank-you emails still reign supreme in open rates. Use them wisely.

With AI, these emails can now include personalized product recommendations, dynamic coupons, or tailored blog content based on user behavior. Turn every thank-you email into a meaningful next step in your customer journey.

BONUS BEST PRACTICE: EMBRACE PREDICTIVE SEGMENTATION 

AI is changing how we segment lists. Instead of relying on static demographics or past engagement, predictive segmentation uses behavioral and intent data to group contacts based on their likelihood to convert or churn. These insights help tailor messages that are more relevant, timely, and likely to drive action.

Still unsure how to elevate your business’s email marketing strategy? GROWL’s team of experts can help you build smarter automation, optimize your content with AI tools, and unlock real results. Contact us today to see what AI-powered email marketing can do for your brand. Contact the GROWL Team today.

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