How Da Vinci Drives Ongoing Sales

Brands are embracing AI to accelerate efficiency and automate key tasks, but can those tools generate long-term, meaningful impact to a brand’s bottom line? Most can’t. That’s because the majority of these tools are stuck in traditional marketing tactics and the old paradigm of one-and-done campaigns.

To increase revenue, brands still need to generate more engagement—but they need to move past only optimizing and reporting on legacy metrics like opens, clicks, and conversions. They also need to consider the impact of softer performance indicators and how they drive meaningful customer action over time. By getting a deeper understanding of these metrics through Da Vinci, marketers can drive ongoing sales long after the scheduled end of campaign.

Why Isn’t Increasing Conversions the Answer?

But more conversions mean more sales. Isn’t it simple enough?

Not quite. With most AI tools, persuading customers to make a purchase today is the final goal, rather than considering how to convince them to become loyal repeat buyers. This short-term focus often manifests itself in brands providing steep discounts and sending multiple messages per day, ultimately creating a purely transactional customer experience rather than a thriving, lasting relationship.

That’s not to mention the fact that all customers have a different starting point; some just need a final push to purchase while others are firmly committed to browsing. Likelihood of conversion, revenue per item, varying sales cycle timelines, and evolving tastes all play a role. As this is the case, the typical one-size-fits-all approach to boosting short-term conversions still won’t cut it for every customer. 

In short, while increasing the volume of conversions is certainly part of revenue building, it’s not the whole picture. Let’s dive into the key steps you need to take to truly drive ongoing sales: knowing your customers, building relationships, and optimizing messaging for both short-term conversions and long-term gains.

Know Your Customers

Each individual customer is complex and somewhat unpredictable, which means you need an AI solution that can evolve with your customers’ choices, interests, and preferences. Every email should be an opportunity for your AI solution to gain a better understanding of the customer’s shopping behaviors, allowing it to show customers the most relevant products all while guiding them to explore new areas of your catalog. It’s striking that perfect balance for each customer within your content, a task that’s virtually impossible at scale without the help of AI.

Build Into the Relationship

With the priority of getting to know your customers and serving content that meets their preferences, the natural question of, “How do we get customers to convert?” soon changes to “How do we create the best customer experience?”

For an optimal experience, marketers need to supplement relevant content. Messages also need to be sent at the time customers are most likely to engage and at their preferred frequency. And as every customer will be different with constantly changing habits, the AI must learn and adapt to the recipient’s preferences with every signal—ultimately creating a culture of constant experimentation. 

Optimize Messaging for Short- and Long-Term Goals

To gear your content towards increasing sales, and not only short-term conversions, there are three focus areas for marketers:

Tailored Creatives

Creatives should be relevant and curated to individual customers. By generating, selecting, and curating content, advanced AI tools like Da Vinci ensure that the right content is shown to the right customer rather than blasting generic content to your entire file. With this approach to creatives, marketers can also optimize for multiple objectives at a time, allowing them to perfectly balance business initiatives with customer preferences.

Individualized Timing and Frequency

When done right, strategic timing and frequency will both maximize engagement and avoid over-messaging. By determining the best send time and frequency for each recipient, customers are far more likely to engage with branded content.

Continuous Optimization

Continuous learning and adaptation is the name of the game for an effective AI. With a nuanced and multi-model AI solution, content will automatically adapt to market trends and customer behaviors. Additionally, marketers can use AI-driven email content to optimize for different goals. Depending on what marketers are aiming for, AI can shift the output for every customer.

Few have mastered this three-pronged method as well as L. L. Bean. They focus on displaying the right products to the right subscribers, all while prioritizing their top-selling products to avoid undermining their bottom line. The result is a beautifully balanced customer experience that bolsters revenue with every send.

The Benefits 

Tools like Da Vinci unlock new potential for marketers, allowing them to not only engage customers, but drive greater value out of their own investments. They gain powerful insights about both their creative assets, learn more about their customers, and derive more value out of their CRM programs. Every experiment and adaptation the AI performs opens up a new, invaluable perspective that helps marketers ultimately increase revenue for today and tomorrow. 

Are you ready to start your own AI-driven journey to boost ongoing sales? Explore the related resources below or see Da Vinci AI in action for yourself.