“The survey evaluated how marketers apply intelligence from behavioral and attitudinal data to develop impactful marketing content,” reads the announcement about the study. “Among the results, Forrester found that 40 percent of marketers struggle to make sense of such data for use in content creation, especially when the aim is to resonate on an emotional level with audiences.”
Forrester conducted the research, titled “Inspire Customers With Emotionally Engaging Content,” on behalf of Persado in April 2016 and announced its findings a couple of weeks ago. Not surprisingly, the research suggests marketers may need to invest in solutions like the one from Persado, which is known for creating well-performing machine-written subject lines. What may be less known is those email subject lines are based on human-written controls. [Author’s note: Persado declined to be part of a study Target Marketing proposed to have human copywriters vie against the machine. The software starts with a human-written control and improves on it — not quite like A/B testing, but not fully AI.]
That said, marketers may be interested in the key takeaways from the Forrester research:
Personalize Messaging and Offerings
About 15 percent of surveyed consumers said brands understand emotions that “will inspire them to interact, transact and communicate.” Nearly 60 percent told Forrester marketers just get it wrong. (This, while the research shows marketers think they’re doing it right — 89 percent of them, actually, “believe they are excellent or very good at using behavioral and attitudinal customer data to create the right content based on insights and emotions across channels.”)
According to Forrester, the personalization efforts can start with relevant messaging based on what consumers have already told brands they need.
Collect Data, Then Send Triggered Messages
In email marketing, this is a long-established best practice. Birthdays, anniversaries, holidays, etc. These are the occasions when marketers can tap into emotions and send relevant messages.
If this seems like a daunting task, or “boiling the ocean,” marketing guru Amy Africa says to start with simple triggers.
Her Target Marketing article from back in May 2009 continues: “Some ideas would be abandoned cart; abandoned search; abandoned site; email based on past purchase; email based on selected interest; we’ve missed you; a celebration (happy birthday, congratulations on the new baby); ask the experts (tips, case studies, podcasts, webinars); surveys; and automatic reactivation promotional programs.”
What do you think, marketers?
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