Despite mobile and social media being all the rage, the
majority of brands are increasing their marketing budgets this year, and the
majority still says email is one of the most effective ways to reach target
customers. Don Draper might be offended
at the notion, but Fortune describes in a recent article new software that can
optimize email language to targeted groups.
The company, Persado, uses machine learning and a database
with millions of data points on campaign metrics. Its intelligence can deliver emotional
keywords as well as make suggestions on cultural sensitivities. More impressive, when tested head to head
against copy from an agency or internal creative team, the software wins.
They boast an impressive resume, with $15 million in backing
from Bain Capital and clients such as Citi, American Express, eBay, Microsoft
and Neiman Marcus. Caesars Entertainment
used the software to increase open rates by 24%nand has since used Persado for
close to 50 tests. They also claim the
software is sold at a reasonable cost.
When looking at startups or smaller firms exploring email
marketing, new software, such as Persado, might provide the leg up required for
success. Eat your heart out, Sterling
Cooper.
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