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The impact of chatbots on email marketing

Published on 20 Jan 2020

First, it was all about chatbots versus email marketing, until digital marketers realized the benefits of combining these two great digital communication tools to enhance their marketing efforts and CX. 

In this week’s Reading Room, we bring you articles that discuss chatbots and their business value, but more specifically the significant benefits they bring to email marketing.

Read what our email marketing expert, Dori-Jo Bonner has to say about the evolution of email marketing and how AI fuels its future existence.

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How To Pair Email With Chatbots For A Synergistic Marketing Funnel

The author kicks off with a great analogy, detailing an (old) advertising campaign for ‘Reese’s Peanut Butter Cups’ – In short, these ads highlighted the complementary combination of chocolate and peanut butter. He likened this to the synergistic relationship that exists between email and chatbots. 

Email and chatbots are powerful, stand-alone tools, but have proven to be even more powerful when combined, with the common goal being to drive customers through the sales funnel.

Read further to learn more about why email is vital to chatbot funnels and discover 4 actions you can take to promote your products or services and drive conversions using chatbots and email.


  • Publisher: Forbes
  • Access: Public
  • Download: None

How to Integrate Chatbots with Email Marketing

“By 2020, you’ll be more likely to talk to a chatbot than to your spouse.” – Gartner. According to the author, many believed that chatbots would supersede email marketing. However, the value of email marketing is undeniable – it has stood the test of time despite the rise of other popular communication channels such as social media.

While the talk is usually around chatbots versus email marketing, the author takes a different approach in this article and instead, focuses on the great benefits of pairing chatbots with email marketing.  

Chatbots enable email marketers to leverage the power of AI to personalize interactions; learn more about their customer base; improve CX; reinforce their brand and even improve SEO. Read on to learn more…   

  • Publisher: Medium
  • Access: Public 
  • Download: None

3 Important Tips to Combine Your Email Marketing and Chatbots

The author introduces us to chatbots, explaining what they are and the vital role they play in enhancing customer engagement and CX. She highlights the fact that chatbot conversations can either be scripted (determined by rules) or intelligent (driven by AI).

“By 2020, over 25% of customer interactions will be handled without a human” – forecast by Gartner.

Read further for some great examples of how various organizations in different industries are making use of chatbots. Also included are three useful tips on how to combine chatbots with email marketing.


A tip from our email marketing guru:

“Email marketing has evolved significantly over the past decade. And this new decade will be no different – the rise of new digital technologies and channels will continue to spur the evolution of email.

Artificial Intelligence (AI), Machine Learning (ML) and big data enable hyper-personalized communications and greater insight into customer preferences and behavior. This enhances digital marketing efforts, as well as engagement and ultimately, customer experience. 

It’s, therefore, no surprise that digital marketers are now combining new digital communication technologies/channels such as chatbots with existing, popular customer communication channels such as email to boost their marketing efforts.”

Dori-Jo Bonner

Account Strategist, Africa