Here’s how not to use AI and automation. in your marketing. Look at the email below. Billboard Insider moderated a panel at the Independents Summit but it was on AI, not brand evolution. Billboard Insider isn’t connected with BetMGM or Intersection. Billboard Insider has no European presence to strengthen. Billboard Insider has no transit advertising business. The pitch strings together out of home terms in a nonsensical way. We suspect this email was composed and sent by a bot. Thanks Stephane@apropos.domains for showing us how not to use AI and automated marketing. Bad marketing is worse than no marketing.
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Great callout. Bad automation doesn’t just waste effort, it burns credibility you can’t get back.
For OOH operators trying to use email marketing the right way, three things that actually work:
Know who you’re writing to. A generic pitch that could go to anyone will feel like it came from a bot (because it probably did). Segment your list and write like you know the person.
Lead with something real. Reference their market, their inventory type, or a recent industry development. One specific detail does more than three paragraphs of boilerplate.
Have one ask, not five. Every email should have a single next step. If you give people too many options, they choose none.
AI and automation are legitimate tools but they work best when a real person is still driving the strategy behind them.
JG Graviss | Graviss Marketing