5 Key Marketing Best Practices Learned From How to Use Personalization + Emotion to Bring Your Campaigns to Life
Emotions are still king, the road to a conversion is a long one and the future of AI is bright. These are just a few of the insights revealed in a new eBook by Persado and Movable Ink.
The two companies, which began a partnership in March to help brands generate subject lines and email bodies that best resonate with their audiences, released the eBook June 27. The 28-page book, available for download now, dives into marketing best practices with data-backed insights, case studies and an interview with Persado Co-Founder and SVP of Product & Engineering Assaf Baciu that peeks into what’s on the horizon for AI and marketing. Consider this the first look.
Emotions Reign Supreme
If you’re a reader of this blog, you know that emotions contribute to about 60% of engagement with an email subject line (64.11%, according to the latest Persado data). But harnessing emotions should be a marketing best practice across all channels and touchpoints, not just subject lines. Emotions account for 53.5% of customer responses on landing pages, 44.4% of responses in SMS and 31.17% of responses in email bodies. But which emotions work best for you? That takes testing, of course, but the Persado-Movable Ink eBook provides a good launch pad by breaking down the best and worst performing emotions in the retail, travel & hospitality and financial services industries.
Buckle Up: The Customer Journey is a Long One
Customer journeys are marathons, not sprints, according to Movable Ink’s 2018 Consumer Data Report. Consider this finding:
To get over the finish line, consistently serve your customers with email content that is relevant to them.
Give Abandoned Carts Some Love
According to a study from Baymard Institute, the average shopping cart abandonment rate is 69.23% and reaches 74% during the holiday season (October to December). The eBook provides some tips to test on cold-footed (or distracted) customers. Marketo recommends firing off a cart abandonment email within an hour from the time the consumer walks away from the computer or puts away their smartphone. This timeframe may vary from brand to brand, so be sure to test. Other marketing best practices for cart abandonment email content include:
Images of the items your customer left in their cart. Humans are visual creatures, so this can be incredibly effective for driving people to act. Movable Ink has seen cart abandonment emails using this tactic to drive engagement by 50%.
Real-time inventory. If your products or services have an inventory that fluctuates, including real-time inventory will let your customers know that they have a limited time to complete their purchase.
Deep-linking. If you have an app, deep-linking lets you link directly to your app from your email making it even easier for people to buy.
In the book, Movable Ink and Persado show the best and worst emotions for cart abandonment emails.
AI Can Break Down Barriers
The average U.S. adult receives 300-500 marketing emails per month — generic content, perhaps based on cultural stereotypes, won’t cut it for marketers who want conversions. Machines are unbiased. They don’t see race, ethnicity, creed, gender or sexuality. They just see the way consumers like to be communicated with and the types of content that are most relevant to them. “This has been crucial to helping brands learn and communicate better with their audiences,” Baciu said. “It could also extend to societal benefits such as driving people to perform their basic democratic right to vote or saving lives by reminding people to refill their prescriptions.”
The Future of AI
AI isn’t going anywhere anytime soon. In fact, it will likely become even more prevalent in all aspects of our lives, according to Baciu. Think a smartphone alerting you about a meeting in a different way than it alerts your parents, or Alexa responding to you with a customized tone and style. “If the AI system is transparent (and it must be), then we can not only improve the way we communicate but also have objective insights on how we should engage different population segments and cultures regardless of the channel the communication occurs on,” Baciu said.