A consumer’s inbox is a noisy, crowded place. On average, people receive 88 emails every day — sales, offers, coupons codes, etc. How, as a marketer, can you get your emails to stand out in a consumer’s inbox? For luxury lingerie and apparel retailer Cosabella, artificial intelligence (AI) is the answer.
Cosabella is a 30-plus year-old, family-owned retailer with an Italian heritage. The company began working with an advertising agency about a year-and-a-half ago, but when Courtney Connell, Cosabella’s marketing director, began seeing a decline in direct-to-consumer growth, she went with another strategy. Connell comes from a tech background, and when Cosabella fired the ad agency, she took things in a different direction.
“When we made that shift, we decided not to immediately hire a new agency and necessarily hire new in-house talent, but really do a full, due-diligence review of the technology in the market and see if we can fill in some of the gaps there vs. hiring more humans,” says Connell.
Cosabella selected Emarsys’ AI-enabled marketing automation platform that bridges the gap between complex data science and scaling personal interactions to enhance customer engagement and acquisition.
Connell is seeing that it takes her team less time to do some of the repetitive tasks that the AI platform now handles, freeing up employees to work on more creative and engaging tasks.
“I think that escalates the momentum that we get from the efficiencies with the new technology,” notes Connell.
Creating email campaigns, for example, was once a process for Cosabella. With the Emarsys integration, however, Cosabella is now able to send emails in different languages, time zones and currencies using AI.
“It’s very easy to just change out templates and create things for the different regions,” explains Connell.
On the content side of things for Cosabella, the team is able to build more relationships with influencers; produce content that’s emotionally engaging; and think of better ideas through brainstorming and strategic sessions.
“We’re seeing some really great ideas from people, even those straight out of college that have joined the team recently,” Connell says. “It gives them the time to participate, as before they might have been buried in work that they didn’t really feel inspired by anyway. AI is helping everyone realize their full potential, allowing us to explore, think creatively, and test and experiment more.”