Gmail now provides more details about marketing campaigns through more machine learning than ever before

Gmail is working to understand your marketing messages, and the various tasks they take, in order to provide you with greater automation and intelligence to maximize your investment in email campaigns and to measure return on investment. Gmail is now using more machine learning than ever before to more specifically target emails based on the performance and success of campaigns—and to reduce false positives that can lead to wasted communications.

So far, Gmail has only added data on the data in paid campaigns, which could limit what Gmail could learn from individuals who interact with emails in bulk, and no such limitation was released for free accounts. With only limited CRM data being provided, Gmail is going to need more data and more information about email marketing in order to start providing even deeper reporting on marketing campaign performance.

Machine learning has no limits, so Gmail will be able to tap into a large amount of data about your emails if it has that data. Gmail will also be able to teach itself to be more proactive, since it will have much more data on how to detect and classify emails. In some cases, machine learning will provide additional functionality to the email solution you already have—not just automation, but perhaps the ability to combine one email solution with another if necessary.

Raiyana Velu, President of Cirrus Insight, says: “Machine learning and AI on email marketing are still in their infancy. Gmail has taken an important step to start offering a significant amount of insight into the data within its own systems, which is a positive step toward empowering marketers and increasing their marketing ROI. The release of functionality like this enables us to have the open communication and transparency that’s paramount to giving businesses a competitive advantage. The ability to identify marketing campaigns that have worked well and those that failed at higher levels means that businesses can work smarter and see the accurate data about the effectiveness of their email campaigns at a much earlier stage. The more realistic and accurate that feedback, the more accurate the emails’ triggers for inclusion in future marketing campaigns, while also putting more pressure on any marketers who might fall short.”

The type of data that can be useful is personalization based on number of unique emails based on Gmail users’ habits and interests (restrictions include default Gmail, only active in Google Apps, or “Active Business,” or Google Apps Premier Plan subscribers).