In part 1 of our data science deep dives, we covered the ins and outs, the sources, and the complexities behind what powers our AI email generator. In this guide, we take another deep dive into the nitty gritty of how Backstroke’s proprietary ecommerce data from 10k+ brands enhances personalized email marketing strategies, audience segmentation for email campaigns, and more!

Here, our Head of Data Scientist, Allyson Talyor, PhD, gives us a look at the ecommerce data that fuels Backstroker’s email generator AI. We’ll dive deep into what’s possible today, the details within Backstroke’s ecommerce data set, and how ecommerce marketing teams can use its insights to inform their personalized email campaigns in the real world!

In What Ways Can Ecommerce Data Power AI Generated Emails?

Let’s look at things from a high level. How does AI and the right ecommerce data help improve marketing KPIs and reach email marketing goals? What is possible right now?

Within Backstroke’s email marketing dataset, lives information across several industries—apparel, cosmetics, sporting goods, pet care, and more. This data covers all the ways in which both brands and consumers have interacted with email contents. Yet, even with this wealth of information that’s updated continuously, Backstroke processes and finds its most valuable marketing insights continuously too. 

Access to the right data means that your marketing AI tool’s algorithms are able to identify actionable trends that lead to big payoffs. At this moment in time, thorough ecommerce data can help brands with the following:

• Competitive Analysis: What did your competitors send and when? AI examines specific dates, holidays, retail campaigns and more to determine the best course of action forward for your brand, based on what similar ones are doing.
• A Look At Competitive Creative: What items are your competitors—and other adjacent companies—selling and how are they positioning those items? Backstroke specifically analyzes this information and informs email marketers what drives conversions for your products, helping you catch on to potential missed opportunities within your own creative!
• Seasonal Content: Of course, as the seasons change and holidays come and go, your messaging switches up! AI email generators inform ecommerce marketing teams on the best ways to account for seasonality in their AI messages and email campaign content.
• Send Time Optimization: It’s not too surprising that different audiences shop their inboxes at different times! Ecommerce data allows marketers to access when people are shopping, then optimize their send times. For example, AI tells us whether it’s better to send in the morning, afternoon, or evening. This will certainly differ for every brand! It may also change, depending on the unique offers you’re sharing with your subscriber segments.
• What Language to Use: Thanks to today’s robust natural language processing capabilities, AI predicts the specific text your customers are likely to react to and engage with. Currently, it can generate the optimal emotional sentiment, copy length, emoji presence, copy capitalization, and several other creative choices for your brand to send.
• Subscriber Behavior Predictions: Imagine being able to understand the probability of what makes a subscriber most likely to make a purchase. You can, with the right retail data! For example, using AI can inform marketers of the best types of campaigns to promote products, from touting limited time offers, to last-chance messaging and whatever else will drive subscriber interactions. This means you can say goodbye to making educated guesses!

How Does Backstroke’s Ecommerce Data Deliver Results For Your Brand?

Our customers tend to see a 20% lift in revenue, once they start using our AI email generator. Sounds great, right? So how does our AI know what actually works for their specific brands? 

Technologies Combine to Build Compelling Creative 

Using a combination of generative AI and machine learning, the Backstroke AI email generator crafts the right creative content for the right audience at the right time. 

Evaluating the content you sent in the past—and how people interacted with it—informs our system how to pin-point the best creative choices for your brand today. Combining advanced natural language processing (NLP) and computer vision (CV) allows us to build AI-powered emails that match your brand’s exact voice, look, and feel.

Models Are Fine-Tuned Per Ecommerce Brand

Speaking of your brand’s highly specific email content, our AI email generator outputs are completely customizable for each customer. We fine-tune our models so email content reflects each brand’s unique voice and users can customize their outputs while using Backstroke’s tools. In fact, you can play around with crafting customized offers and tones while generating your brand’s best email subject lines for free! 

Within your brand voice, AI generates brand-specific content that’s based on the most effective emotions, letter cases, language length, and emojis that drive your subscribers to click and convert.

Email Segmentation & Mapping Products For Actual Sales

Our proprietary ecommerce data helps Backstroke send hyper-personalized email and targeted campaigns, with subscriber segmentation top of mind! You can get super granular with how you segment email audiences for content consumption, sorting people by age, location, device type, and so much more! For example, we’ve been using AI to generate the most effective email subject lines and pre-headers—which are particularly helpful with the onset of iOS 18—which in turn increases open rate, clicks, and revenue generated per email.

In terms of optimizing ecommerce email content toward sales and retention, Backstroke’s email AI maps products ordered to each customer profile. This helps our AI predict what content each user wants to see in their inbox, and is therefore more likely to purchase. 

How Does Ecommerce AI Impact Marketing Tasks, Day to Day?

Integrating with Klayvio, Backstroke makes using ecommerce AI within your work as seamless as possible! Getting started with creating AI email campaigns in Backstroke takes a short 1-2 week onboarding time frame, so teams are up and running quickly!

Backstroke’s email marketing AI helps you stay on top of your campaigns throughout your workflows, engaging with the groups who are primed for communication at any given time, such as:

• Subscribers who have been engaged in the last 90 days
• Subscribers who have made a purchase within the last month
• Subscribers who are most likely to open an email if it promotes a limited time offer

Making real-time predictions on performant subject line and email content, along with custom reports to see how your brand stacks up to others within your industry, Backstroke makes it easy to send content that’s most likely to perform for your brand and your subscriber segments at any given time . 

The secret sauce is in the dataset. And our customers see a 20% revenue lift from the massive, exclusive ecommerce data we learn from and work with.