3 Ways To Use Agentic AI In Lifecycle Marketing
Agentic AI is a significant innovation in how AI can help marketers. Agentic AI are agents that can learn and optimize independently based on inputs and goal outcomes. Agents still need human input on what to optimize toward and should have outputs reviewed to keep decisions and recommendations grounded in reality. Marketers can leverage agentic AI to optimize audience segmentation, accelerate message testing, and streamline reporting.For this blog, we are going to focus on how agentic AI can help with email marketing.
Email remains the primary channel for lifecycle marketing, with 60% of consumers say email is their favorite way to hear from brands. The concepts of this blog can be used for SMS/MMS, WhatsApp, outbound dialing, and other 1x1 marketing channels.
Audience segmentation/list segmentation is the cornerstone of lifecycle marketing. List management is critical to ensure you do not burn out your list leading to lower performance, unsubscribes, and reporting your emails as spam. To get the most out of agentic AI, you need to connect your agents to your CRM and email platforms. Agents need access to email performance to understand when the individual was last emailed, what actions they took, and the email's content. CRM access is needed to better understand the individual, including their metadata (title, company, market), their relationship with your company (prospect, customer, former), and deal information (solutions, revenue, and other relevant details).
Sample Prompt: Please develop an email audience of users who have not been contacted in over 90 days, are not active customers, and are interested in product x.
Email marketers live and die by A/B testing. They test subject lines, imagery, and content, and send times, spending hours developing tests to improve performance. Agentic AI can accelerate and optimize this program to help minimize the burden on teams. To develop an effective agentic optimization program, you will need to grant access to the CRM and email platform, but also provide use cases, brand guidelines, and marketing collateral to the LLM.
Sample Prompt: Please provide 5 subject line suggestions based on our top-performing subject line for new customers ,based on open rate and conversion rate for this audience.
Reporting is a critical and tedious component of all marketing. Beyond campaign performance metrics, marketers are always seeking insights into why a campaign performed the way it did and what could be optimized to improve performance in the next campaign. Agentic AI is a huge help here - it can do the manual campaign reporting almost instantly and then provide immediate analysis and suggestions for how to improve for the next campaign.
Sample Prompt: For our last Brand campaign, can you please provide the following reporting metrics:
List size, emails delivered, emails opened
Clicks from email, unique clicks, conversions with email in path
Unsubscribes, reports of spam, and bounces
With these performance metrics, please suggest:
A/B test to improve open rate
A/B test to improve conversions
Ways to lower bounce rate for this email
Agentic AI has the potential to accelerate your lifecycle marketing program. By reducing the need for team members to segment, set up tests, and report performance, your team can focus on areas where agentic AI struggles, such as program strategy, customer conversations, and product storytelling. The most effective programs focus on getting the most out of your resources; these are areas where there is significant value in allowing AI to do the work.
