Should true AI, as portrayed in movies such as “The Terminator,” or “The Matrix,” come to be, being replaced as a copywriter will be the least of my worries.
What happens is the software sends emails with thousands of different subject lines to a marketer’s e-list. A lot of Persado customers are large online retailers and financial services firms, such as Neiman Marcus, Overstock.com and American Express.
Within these many versions and permutations of a subject line or mobile message, the software is able to measure response and test short phrases and even single words.
As the company’s website explains, “Persado maps the marketing language that applies to your brand, creating thousands of variations of a marketing message.”
“Typical A/B testing will send out only a few messages, then go with the one that gives the best response,” says Persado’s PR person Kirsten McKenna. “Persado can send out thousands of permutations of the same message to determine which would be the most successful.”
The software codes the words in those test messages based on the emotions they evoke, using that to come up with the most optimal marketing message.
The algorithm composes new subject lines incorporating the winning words and phrases, considering all combinations of emotions, features and format options.
The software discovers the most persuasive emotions, and generates language that drives the greatest response. It then, according to McKenna, “linguistically engineers a message that has the emotions, features, calls to action and stylistic components that drive increased engagement, opens, clicks or conversions.”
Armed with this tested database of results, the Persado software can indeed compose or “write” subject lines and other persuasive sentences, such as calls to action that beat copy written by humans.
For instance, Citibank saw a 65 percent boost in open rates and a 117 percent increase in clickthrough rates for emails with subject lines generated by Persado vs. subject lines written by humans.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.