Email marketers, meet your new cubicle mate: machine intelligence

In a few years, email copywriters may spend more time editing and approving copy than writing it, and email designers may not actually design “emails” at all. Why? Because of advancements in machine learning and automation. Litmus (my employer) recently asked more than 1,100 marketers: “Will machine learning, AI, and predictive software ever determine the majority of the content (subject lines, images, copy, etc.) in marketing emails?” The answer? Two-thirds of marketers welcome their machine co-workers — whether it’s begrudgingly or eagerly: Machine learning, predictive analytics and other tools are already making an impact on how marketers generate email content. Intelligent software is currently contributing the most in the form of product and content suggestions for individual subscribers, but it’s also involved with subject line writing and other aspects of…


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