Consumers now have a host of A.I.-driven tools that help protect them from unwanted advertisements. So how do you reach your customers? Reach their robots first.
Although many envision the rise of artificial intelligence (A.I.) as the kind of apocalyptic event only Hollywood can conjure, the truth is that A.I. has already become a pervasive force in our lives. Jason Alan Snyder from AdWeek gives the example of ever-advancing spam filters driven by A.I., which do a remarkable job of keeping our inboxes (more or less) junk-free. Ad blockers, too, are becoming increasingly common, with Forbes reporting that more than 144 million people make use of various ad blocking software.
But for the marketers who spend countless hours crafting their email campaigns — from perfectly worded subject lines to brilliant, succinct copy — the rise of ad blockers and more sophisticated spam filters means that even after all that hard work, there’s no guarantee your message will reach the consumer. To ensure your effort doesn’t go to waste, you must create campaigns that not only appeal to your target audience, but also to the robots screening their content.
Email Marketing: the Basics of Composition
According to HubSpot, there are a few guidelines for crafting filter-resistant messaging that, while basic, are still worth repeating. As you might expect, the first is having a legitimate source of high-quality email addresses — renting or buying lists is not only an unsavory marketing tactic, but it’s also a quick way to end up marked as spam.
In the same way, using all caps and lots of exclamation points anywhere in your message or subject line makes it easy for filters (and humans) to flag you down. 85% of respondents to a Radicati Group survey prefer a subject line with no capital letters to one with all caps, and when 69% of email recipients report email as spam based solely on the subject line, there is little room for error.
It’s also important to keep your messaging short and to the point, and avoid using words typically associated with spam. Words like “free,” “buy,” and “cheap” will immediately trigger spam filters and render your message undeliverable.
Crafting for Computers
Instead, Alan Snyder suggests, carefully consider what kind of messaging would also appeal to computers (i.e. spam filters and ad blockers) that are programmed to give their human clients only the most relevant information. Because these computers make decisions based on data inputs and recorded consumer behavior, Alan Snyder recommends focusing on sophistication.
In other words, use the massive amount of consumer data — interests, needs, moods — to create messaging that the consumer’s A.I. will find appropriate. This means leveraging the already established digital ecosystems created by the likes of Google and Apple will ensure you reach the most people.
But no matter how firm an understanding you think you have on how to appeal to spam filters and ad blockers, there is no 100% guarantee you will meet their standards, especially as the technology continues to evolve at such a rapid pace. So why not use one robot to communicate with the next?
A.I. platforms like Albert from Adgorithms use machine learning to quickly determine which of your creative messaging passes the consumer’s A.I. spam barriers — reducing the amount of emails defined as spam and reducing the risk of being reported as spam. All you have to do as a marketer is produce the creative materials that Albert will be testing and retesting for maximum success, and effective spam filter optimization your email campaigns strategy. Rather than run in fear from our robots, it’s time that both marketers and consumers embraced them.