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A revolution in content creation for email marketing is upon us. Just as we optimize texts for search engines, creating emails will now require adaptation to AI (MAO – Mailbox Algorithms Optimization).
Did you watch the May conferences organized by OpenAI and Google with excitement? Even if you didn’t feel a shiver down your spine, the scenario from the movie Her is becoming reality after 11 years. The AI revolution is in full swing, and we are bound to it whether we like it or not.
Kadr z konferencji Google Keynote (Google I/O ‘24). Source: YouTube, Google Channel
Artificial intelligence can not only assist in every aspect of life but also become an empathetic conversation companion. Today, I want to focus on the new functionalities announced for Google Workspace, specifically Gmail. What we’ve heard will completely transform the business of email communication, which we at SARE deal with daily.
What changes is Google introducing to Gmail?
Dear marketers responsible for mailing campaigns, prepare for a completely new approach to creating content in email designs. Very soon, Gmail will feature automatic summarization, organization, and management of mailbox content.
This is a consequence of adding an assistant to the Gmail inbox, based on the Gemini 1.5 Pro language model. By clicking on the icon, the recipient will be able to request an analysis of emails from one sender and read a summary of all messages.
Imagine I ordered shoes from Zalando. I received three emails informing me about the order status. Thanks to the summarization function, I no longer need to read each email separately, as entering the appropriate prompt will give me a summary of the entire thread in a few points.
Preview of Summarize in Gmail Google Keynote (Google I/O ‘24). Source: YouTube, Google Channel
What does this mean for us marketers? We need to change our approach to creating mailing content so that the AI system recognizes priority content and effectively conveys key information to the recipient.
Why is Google changing the rules?
The question should rather be: why is AI changing the rules? The greatest value of AI tools lies in increasing productivity and saving time. Artificial intelligence focuses on brevity and clarity.
Email is one of the most popular communication channels, so adding an intelligent assistant to inboxes was only a matter of time. If we want messages to be effectively processed and presented by algorithms, we need to adapt their content to the new needs dictated by AI from now on.
In short, concise, and to the point. Welcome to the world of MAO!
We can hypothesize that emails rich in graphic elements will become obsolete. The aforementioned brevity of the message combined with a clear structure will become the most important elements of messages adapted to the needs and mechanisms of AI. Oznacza to, że dobrze przygotowane „paliwo” w formie wiadomości nie będzie ociekało już wyłącznie elementami graficznymi.
In summary: emails should be short, without unnecessary embellishments, with a clear and direct message and call to action. They should focus on keywords so that algorithms can create a correct summary of the message. These actions are analogous to those carried out within SEO and website positioning for keywords. oday’s revolution involves adapting communication content to Mailbox Algorithms Optimization (MAO).
MAO and new rules in email marketing
The principle of less is more once again becomes a trendsetter, this time directly affecting the content of our mailboxes. However, remember that mailing is not just the content of a message with a link to a website. The reputation of the sending domain has always been important, and it determined the placement of the sent message in the appropriate folder and avoiding being marked as spam. Now, the Gmail assistant will act as another guardian and may decide if the message should land in the dreaded folder.
Another element you must consider is the frequency of mailings. The new algorithms will likely analyze this aspect as well. Those who adopt a balanced approach that is not too intrusive but maintains constant contact with recipients will win. Follow the new rule: do not overwhelm, but do not neglect either.
In addition to changes in email structure algorithms, they will also affect the marketing funnel. ey parameters such as Open Rate, CTR, and CTOR will need to be modified to match the new dynamics of interaction with emails.
Prepare for AI in Gmail with SARE
We can all agree that the dynamics of the AI revolution are overwhelming. Therefore, the only option for marketers is to understand its nature and adapt to the new reality. If you want to take advantage of the new tool’s potential, you must prepare for the upcoming changes, especially if you are involved in email marketing.
The good news is that we will help you in this process. In the following articles, we will break down specific examples and practical tips that will help you adapt to the new paradigm. Join us so you don’t miss a step on the fascinating path of communication innovation! Sign up for the SARE newsletter, and the message will surely reach your inbox. You can do it under this article. And if you want to talk about the upcoming revolution in our inboxes right now – our specialists are ready 🙂
