Although Artificial Intelligence (AI) has a very rich history, it wasn’t until the 20th century that the technology began to move forward at a significant pace.
In 1914, the first chess playing machine was created; and by 1997, AI was sufficiently developed to defeat Garry Kasparov, a chess grandmaster and widely considered one of the game’s greatest players.
Often when we think about email marketing we’re considering the proactive angle, such is email’s power as a direct marketing tool to drive sales.
But it’s equally powerful as a reactive channel. How it’s used for those who are buying, or thinking about buying, is a crucial part of the purchase journey. It can be the dividing line between whether customers buy from you again, or buy from you at all.
We recently purchased items from 40 of the top online retailers in the UK and the US, marking their performance for use of email throughout the purchase journey.
Here are a few of the things we learnt.
In a recent study, easyJet emerged as the third best email marketer of the UK’s top retailers while Ryanair finished among the lowest scorers of the benchmark.
easyJet has had a more interesting ‘marketing journey’ than most, it’s fair to say. The brand has come a long way since it first burst onto primetime television in 1999 as part of fly-on-the-wall documentary, Airline.