Intent-Driven Email Automation Qualities to Take into Account


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  • Intent-driven email marketing automation will help businesses build exceptional brand experiences by sending emails to the right customers at the right time. 
  • Intent data will fuel the process to drive more customer engagement and conversions.

Automating email marketing using intent data has become necessary for brands to keep their image alive among customers and sustain in the competitive market.

Why automation of Intent-Based Emails Matters?

The power of intent-driven email automation helps brands and marketers align campaigns based on relevant intent data form customer analysis.

It is one of the most efficient ways to personalize emails for existing and targeted customers.

Here are more reasons to support this.

  • Hyper segmentation:

Most companies are opting for automation for marketing deliverables.  These tools can lead to hyper segmentation of data. Marketers can automatically get intent-data using AI tools running on ML algorithms, integrated into their CDP.

The tools segment intent-data and provide deep insights like behavior data, geo-location data, demand data, and interest and preference data.

Marketers can strategize their email marketing strategies, using this data. They can automate the process to ensure they land into customers’ inbox at the right time with the right message.

  • Optimization of Emails:

Intent-data can help marketers to strategize email and optimize the messaging for different channels. By integrating automation tools, they can optimize emails faster and more accurately.

At the same time, intent-data also ensures uniformity in emails that needs to be sent to customers. This boosts same email experience across channels.

  • User-generated content:

Automation of emails also include generation of intent-based content.

When marketers have relevant data, they can easily create customized emails.  These could be images, videos, product reviews, blogs and social media content.

Hootsuit’s blog, What is User-Generated Content? And Why is it Important?

What is User-Generated Content

How Intent-data for Email Marketing Automation Should Work?

Lead generation

Intent data used for email marketing provides insights into whether a lead fits the ideal customer profile and prioritizes emails easily. According to the insights, marketers can align emails based on their priority levels using automation tools.

A lead scoring model filters data relevant to the products and services. Marketers can identify accounts with the highest conversion potential and align emails accordingly.

Involve Content Strategy

As intent data helps develop user-generated data, this content strategy can be helpful for email marketing automation. The strategy will target at the interests and preferences of the target customers.

Incorporating intent data will also help create content using SEO-driven keywords to catch users’ attention in emails.

Create targeted Ads

Intent data helps to craft targeted ads messages, which companies can disseminate through email campaigns. Here, marketers should use buyer intent data and automate emails for targeted customers. This will boost emails and increase engagement and conversion rates.

Direct Emails

Marketers can use intent data to send direct emails. For this, they will need to implement tools like AI and ML to direct mail and boost customer engagement.

Direct mails are branded and hyper-personalized. Intent data plays a key role and is a successful way of engaging and converting customers.

How Are Intent Data Useful?

Measure & Track Customer Engagement

After automating email marketing using intent data, marketers can measure and track customer engagement rates.

They can do it using AI and ML tools. These technologies will create a report that will analyze click-through rates, website impressions, traffic levels, subscription rates, downloads, and more.

Driven by the results of such engagement rates, marketers can further automate more data for email marketing to drive conversions.

To drive conversions, here are essential parameters to consider:

  • Timing: Marketers must pay close attention to the timing of the mail, while automating marketing emails. The time of engagement is critical. As emails are a time-based activity, it will determine whether or not intent-driven emails will be successful.

With the information on the time when the mail is most likely to make an impact, marketers can plan an entire campaign, and partly control outcomes.

  • Relevance: the context of mails need to be carefully handled. If the relevance is same, it is easier for customers to remember earlier communications as well.

The sense of having seen the message before will slowly create a brand recollect, and then brand connect. This way, the mails will make it easy for them to connect with the brand.

Test and Optimize Email Campaigns

Automation technology behind intent data allows marketers to test and optimize email campaigns after reaching existing and targeted customers.

Testing also allows marketers to analyze data post-email marketing. At the same time, email automation tools will also allow marketers to test various campaigns.

The tools can identify click rates for calls to action, engagement, impressions of emails, bounce rates, download rates, and more. The analyses of the rates will determine the responsiveness of emails.

Track Frequency of Emails

Marketers can track the frequency of emails sent, monthly or quarterly, based on the intent database. They can also get insights about the frequency of engagement and conversions during a particular time.

Also Read: Choosing the Right AI Email Marketing Platform


Email marketing automation with intent-driven data is helpful for marketers as it provides detailed reporting of the overall process.

Marketers can quickly get access to review each email at different stages to measure its success, accountability, and possibilities.

They can track KPIs and metrics to review more engagements and conversions of customers. So, by addressing these parameters, marketers can boost a brand’s ROI and take advantage of automation for future email marketing plans.

Anushree Bhattacharya
Anushree Bhattacharya
Anushree Bhattacharya is a Senior Editor with Ondot Media, where she covers stories on B2B business technology strategies and corporate technology culture. She is a quality-oriented professional writer with eight years of experience. She has been curating content for the B2B industry, and her writing style is inclined toward how businesses want to perceive information about emerging digital transformations and technology developments in the markketing landscape. Anushree blends the best information on trending marketing technology-driven stories and is proficient in curating information-driven stories about all marketing technology for TalkMarTech publication.


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