IMPROVING EMAIL MARKETING EFFICIENCY WITH ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING

Abstract

This article explores modern approaches to improving email marketing effectiveness using artificial intelligence and machine learning technologies. It examines the historical stages of email marketing development, the theoretical foundations of intelligent algorithms, and the specifics of using machine learning methods for audience segmentation, content personalization, user behavior prediction, and marketing communications automation. Practical mechanisms for implementing artificial intelligence are analyzed, including intelligent message timing, recommender systems, predictive analytics, and generative AI models. Particular attention is paid to assessing the effectiveness of intelligent technologies based on key marketing metrics and the prospects for further development of email marketing in the context of digital transformation. It is concluded that the use of artificial intelligence and machine learning contributes to improved marketing campaign performance, increased personalization of customer interactions, increased conversion rates and return on investment, and the formation of sustainable competitive advantages for organizations.