Google has recently introduced an AI-powered update to Gmail’s search functionality, transitioning from a chronological display of search results to a relevance-based ordering of results.

This update utilizes a built-in AI engine to analyze emails based on factors such as recency, most-clicked emails, and frequent contacts, to display conversations that users are likely to be looking for. This enhancement is not only a convenience but also a valuable improvement for professionals, including influencer marketers, who manage a high volume of correspondence. AWISEE.com, a rapidly growing influencer marketing agency based in Europe, has examined how the new Gmail update can enhance influencer marketing.

How Gmail’s AI Search Update Enhances Influencer Outreach

Source: Google blog

Gmail’s AI-powered update facilitates effective communication and strengthens relationships between brands and agencies using influencer marketing.

Prioritizing Important Responses

Influencer marketing relies heavily on engagement, and prompt responses are crucial for creating and maintaining partnerships. Gmail’s AI-driven search ensures that emails from influencers and other collaborators are displayed first, based on the user’s interaction history.

Andrea Noureddine, AWISEE’s Influencer Marketing Coordinator, noted, “New relationships are also given priority as the AI can analyze content in emails and understand its relevance in future communications. If you are in a critical stage, such as negotiation with an influencer, you’ll see the communication at the top of the results.”

This feature makes it easier to find important emails, reducing the risk of delays in communication.

Streamlining Follow-ups

Maintaining partnerships and ensuring that a brand’s marketing goals are met requires timely follow-ups. Before Google released Gmail’s latest update, marketers had to sift through numerous emails to find the latest correspondence with a specific influencer. Now, the email interface brings up the most relevant conversations.

Andrea stated, “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

Influencer marketing involves reaching out to multiple brands, agencies, and dozens – if not hundreds – of influencers, which can be challenging without efficient organisation. Gmail’s traditional chronological search order didn’t help, and important conversations could be buried under numerous irrelevant emails.

Now, with AI-based message sorting, marketers can focus on priority interactions. “What this means is that outreach emails that received a response, ongoing collaborations, and messages from frequently worked-with influencers are easier to locate,” Andrea explained.

Using AI for Data-Driven Influencer Strategies

According to AWISEE, marketing relies on data, making AI an integral part of all strategies. Data focus extends beyond email management, requiring marketing agencies to 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, ensuring a more streamlined and efficient workflow.

Andrea elaborated on how AWISEE.com is leveraging the update and AI tools: “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 prioritize 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 analyzing influencer profiles and assessing engagement authenticity, we ensure our communications resonate with each influencer’s unique style. This 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 an example of the increasingly important role that AI plays in influencer marketing. As the technology evolves, it will become more influential in how brands and agencies identify, engage, and collaborate with influencers.

Hyper-Personalised Influencer Outreach

AI can analyze vast amounts of data about a brand, influencer, and customers, enabling more tailored outreach strategies. 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 a crucial role in marketing decision-making. It can analyze historical campaign data to 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 provides brands and agencies with metrics like engagement rates, audience sentiment, and conversation rates, which can be used to determine whether a campaign needs tweaking.

Gmail’s recent update aligns with this goal, as all parties involved can easily look up past correspondence, quickly identifying strategies that aren’t working.

AWISEE.com’s Andrea summarised: “At AWISEE, we see AI as a game-changer in influencer marketing and a tool that we can leverage 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 combined 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)