How Gmail’s AI search update enhances influencer outreach
Gmail has recently released an AI-powered update to its search functionality, which 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 analyzes emails based on factors like recency, most-clicked emails, and frequent contacts, to display conversations users are likely to be looking for.
Source: Google blog
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 analyze 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.”
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 analyzing 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.
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 analyze 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 personalized 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 analyze 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.
Conclusion
Gmail’s AI-powered search update is a significant step forward in the evolution of influencer marketing. By prioritizing important responses, streamlining follow-ups, and enhancing organization for large-scale outreach, the update makes it easier for marketers to manage their influencer relationships and achieve their marketing goals.
FAQ
Q: What is Gmail’s AI-powered search update?
A: The update sees Gmail move away from chronological search results to a new relevance-based ordering of results, analyzed by an AI engine.
Q: How does the update enhance influencer outreach?
A: The update prioritizes important responses, streamlines follow-ups, and enhances organization for large-scale outreach, making it easier for marketers to manage their influencer relationships.
Q: What is the future of influencer marketing in the age of AI?
A: AI will play an increasingly important role in influencer marketing, enabling hyper-personalized outreach, predictive analytics for campaign performance, and smarter campaign optimization.
Q: How can AI be used for data-driven influencer strategies?
A: AI can be used to analyze influencer profiles, assess engagement authenticity, and refine campaign targeting, aligning with a data-driven approach to ensure a more streamlined and efficient workflow.
