automating persuasion: angie's list taps persado for machine generated messaging
TRANSCRIPT
AUTOMATING PERSUASION Using Math and Science to Write Messages that Drive Action
David Atlas, CMO, Persado, @dratlas Allyson Reagan, Director Digital and Direct Marketing, Angie’s List
THE MANTRA OF Salesforce Marketing Cloud
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RIGHT MESSAGE RIGHT PERSON RIGHT PLACE RIGHT TIME The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
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CONSUMER DATA
CRM
SEGMENTATION
CUSTOMER INTELLIGENCE
RIGHT PERSON
CROSS CHANNEL MARKETING
LIFECYCLE MARKETING MANAGEMENT
AD EXCHANGES
ATTRIBUTION
RIGHT PLACE
DAYPARTING
PROGRAMMATIC MARKETING
CUSTOMER JOURNEY MAPS
RENEWAL PROGRAMS
RIGHT TIME
WHAT THE MARKETING CLOUD HAS NAILED WITH DATA
RIGHT PERSON
RIGHT PLACE RIGHT TIME
RIGHT MESSAGE
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COPYWRITING = DECISIONS
BUT WHAT ABOUT THESE DECISIONS
+16 MILLION POSSIBLE PERMUTATIONS
MESSAGE RESPONSE
ELASTICITY 800%
The Best Message
The Worst Message
Your Message
THESE DECISIONS MATTER
What If There Were A Way To Write The Perfect
Message?
Descriptive
Emotional Functional
THE ORGANIZATION & STRUCTURE OF A MESSAGE
Having analyzed thousands of campaigns and billions of interactions, the fact is:
Emotions contribute 70%+ to response variance.
Response accorded to
EMOTION UTILITY
A Pioneer of Persuasion Automation
THE VALUES OF ANGIE’S LIST DIGITAL MARKETING PROGRAMS
ü Customer Relationship ü Relevancy ü Accuracy ü Results
HOW DOES ANGIE’S LIST ACHIEVE & MAINTAIN THESE VALUES?
ü Data ü Analysis ü Innovative Technologies
Why Angie’s List Embraces Innovation
.05% Conversion CONTROL
0.13% PERSADO VARIANT
+160% ORDER RATE
Open Rate Lift
+56%
SUBJECT LINE PERMUTATIONS EXPLORED: 1,024
Subject:
Subject:
PERSADO Open Rate: 37.6%
ANGIE’S LIST Open Rate: 24.1%
{Geographically dynamic product}
❇ Hi There {FirstName}, This Is Urgent! We'd Like to Reward You with Today's Local Specials.
POST CAMPAIGN LINGUISTIC ANALYSIS
INDIVIDUAL TEST MESSAGE PERFORMANCE
ANALYSIS OF EMOTIONAL PERFORMANCE
LANGUAGE, ORGANIZED.
emo$ons descrip$ons Calls-‐to-‐ac$on forma3ng You’re In Luck Don’t Miss Out Exclusively For You
Local Steak Dinner Global Wireless Plan Sale on Shoes
Buy Now Click Here Try Today
BOLD Italicized Underlined
Hero image placement Placement of ‘F.Name’ Placement of Links
posi$oning
LANGUAGE ORGANIZED, TAGGED, AND SCORED
AUTOMATING PERSUASIVE LANGUAGE
WHY [ Math & Language ]
What We Don’t Know What We Do Know
Persuasion Automation: Beyond Marketing
DIGITAL HEALTH
QUANTIFIED SELF
TRANSACTIONAL MESSAGES
ELECTIONS
CHARITY
EMPOWERING A NEW GENERATION OF COPYWRITERS
[ DISRUPTIVE ]
[ PERVASIVE ]
[ ASSISTIVE ]
Angie’s List EMBRACING A PARADIGM SHIFT