Google has recently released an AI-powered update to Gmail’s search functionality. The update sees the email app move away from the chronological display of search results to a new relevance-based ordering of results.
The built-in AI engine analyses emails based on factors like recency, most-clicked emails, and frequent contacts, to display conversations users are likely to be looking for. This isn’t just a convenience update but an improvement that professionals, including influencer marketers, who manage high volumes of correspondence, will appreciate. A fast-growing influencer marketing agency based in Europe, AWISEE.com, has taken a closer look at how the new Gmail update could help enhance influencer marketing.
How Gmail’s AI search update enhances influencer outreach
Source: Google blog
Gmail’s AI-powered update helps ensure effective communication and strengthens relationships for brands and agencies using influencer marketing.
Prioritising important responses
Influencer marketing relies heavily on engagement, and prompt responses are important to create and maintain partnerships. Gmail’s AI-driven search ensures that emails from influencers and other collaborators you’ve interacted with are displayed first.
Andrea Noureddine, AWISEE’s Influencer Marketing Coordinator, said, “New relationships are also given a priority as the AI can analyse content in emails and understand its relevance in future communications. If you are in a critical stage like negotiation with an influencer, you’ll see the communication at the top of the results.”
This makes it easier to find important emails and reduces the risk of delays in communication.
Streamlining follow-ups
Maintaining partnerships and ensuring that a brand’s marketing goals are met needs timely follow-ups. Before Google released Gmail’s latest update, marketers had to sift through pages of emails to find the latest correspondence with a specific influencer. Now, the email interface brings up the most relevant conversations.
Andrea said, “If a marketer needs to reach out to an influencer to enquire about various deliverables, they’ll have an easier time as Gmail will give priority to conversations that need a follow-up.”
Enhanced organisation for large-scale outreach
Part of influencer marketing is reaching out to many brands, agencies, and dozens – if not hundreds – of influencers. This can easily become challenging when an organisation isn’t efficient, and Gmail’s traditional chronological search order certainly didn’t help. An important conversation could be buried under tens of others that aren’t relevant.
Now that message sorting is based on AI, marketers have an easier time focusing on priority interactions. “What this means is that outreach emails that received a response, ongoing collaborations, and messages from the influencers you often work with are easier to locate,” Andrea said.
Using AI for data-driven influencer strategies
According to AWISEE, marketing relies on data, which makes AI an integral part of all strategies. Data focus goes beyond email management and requires that marketing agencies adopt advanced AI tools for analysing influencer profiles, assessing engagement authenticity, and refining campaign targeting.
Gmail’s AI search integration aligns perfectly with this data-driven approach to ensure a more streamlined and efficient workflow.
Andrea expanded how AWISEE.com is taking advantage of the update, and the AI tools that seem to come out every other day:
“At AWISEE.com, we are committed to enhancing our influencer outreach by integrating Google’s recent AI enhancements to Gmail’s search functionality. The technology allows us to prioritise emails based on relevance, considering factors like recency and user interaction frequency, thereby facilitating more efficient and effective collaborations.
“On top of that, we use advanced AI tools to improve our influencer outreach. By analysing influencer profiles and assessing engagement authenticity, we ensure our communications resonate with each influencer’s unique style. The approach strengthens our partnerships and aligns our strategies with the dynamic nature of digital marketing, delivering exceptional value to our clients.”
The future of influencer marketing in the age of AI
Gmail’s latest search update is just one example of the increasingly important role that AI plays in influencer marketing. As the technology evolves, it will become increasingly more influential in how brands and agencies identify, engage, and collaborate with influencers.
Hyper-personalised influencer outreach
AI can analyse huge amounts of data about a brand, influencer, and customers, so we can expect outreach strategies to become more tailored. Instead of sending generic pitch emails, brands and agencies can use AI to create personalised messages based on an influencer’s past collaboration, content style, demographics, and engagement trends.
Predictive analytics for campaign performance
Beyond improving outreach, AI plays an important role in marketing decision-making. It can analyse historical campaign data to help predict which influencers can drive the highest engagement and conversions for a particular brand. Agencies and brands can use this information to create more impactful campaigns by reducing guesswork.
Smarter campaign optimisation
AI can track the performance of different influencer campaigns in real-time, offering actionable insights into what’s working and what’s not. This gives brands and agencies metrics like engagement rates, audience sentiment, and conversation rates, which can be used to know whether a campaign needs tweaking.
Gmail’s recent update aligns with this goal, as all parties involved can look up past correspondence easily, quickly identifying strategies that aren’t working.
AWISEE.com‘s Andrea summarises:
“At AWISEE, we see AI as a game-changer in influencer marketing and a tool that we can take advantage of to maximise the chances of meeting our clients’ campaign goals. Gmail’s AI-driven search will go a long way in ensuring we prioritise conversations that matter and act on various insights in real time. And when you combine this with the advanced AI analytics we already have access to, we’ll be able to create data-driven influencer strategies that work well in today’s dynamic digital landscape.”
(Image source: Unsplash)
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