Artificial intelligence is already being applied to optimize the content that a brand communicates to its user base. An example of this is the English start-up Phrasee . This is a company that applies Artificial Intelligence to the optimization of subject lines, calls to action and the content of email campaigns. In this way, it solves the limited capacity russia mobile phone number list that humans have to combine words or express, in a different way, similar ideas and feelings. For example, let's suppose that I have to propose a subject line that, conveying urgency, indicates that the sales start tomorrow. Most likely, after a while of reflection, the team members will have proposed 4 or 5 subject line options. But, how many real possibilities are there to combine language to convey the message and in that emotional tone? Well, many more, of course. And which ones will be closer to the formula that converts the most? This is where Artificial Intelligence adds its value. After an initial “load” with the words, subjects and calls to action that a brand uses the most and the results obtained in the past (openings, conversions), Phrasee’s algorithms will analyse this vocabulary by associating different emotional dimensions (urgency, clarity, frankness, curiosity…). From this point on, every time we want to test different subjects, Phrasee will propose alternatives based on this analysis. The results we obtain will feed the algorithm and it will continue to improve.
Source: Phrasee
At Digital Response we have not had the opportunity to test the system in a real case. However, we know some good examples. The first is that Ebay has managed to generate 2.5 million more openings per campaign thanks to the use of Artificial Intelligence to optimize subject lines .
Another application of Artificial Intelligence is in the personalization of content based on context variables such as seasonality or stock, user behavior in e-commerce or product attributes . In the field of email marketing, in the retail sector there are Artificial Intelligence solutions that recognize and understand the preferences of each user in relation to size, style, color and brand. In addition, these systems learn with each interaction that the user carries out with the brand, so that an iterative and constant learning process is established . It must be taken into account that these systems analyze billions of points of contact focused on the client and on product data. All this information is structured and classified in such a way that it allows to predict which will be the most relevant content for each individual at each moment. In this area, it is worth mentioning the efforts of companies such as Jetlore, which are incorporating these Artificial Intelligence systems to optimize the content shown to each user in email marketing campaigns.
