Artificial Intelligence
Cracking the Code: Using AI Optimization to Drive Conversions
By Amberlyn Etienne

Learn the 7 key elements to consider when using generative AI to drive conversions in your subject lines, SMS, and push notifications.  

In today’s business landscape, capturing and retaining customer attention is the top priority. Companies face the challenge of crafting content that is compelling, engaging, and personalized while also translating into opens, clicks, and conversions across multiple platforms. There is also the challenge of capturing customer and marketing data, reporting, analyzing, and gleaning insights for improvements. Addressing these challenges can be both costly and time consuming for MarTech teams using traditional methods.  

What if there were tools that could do it all? Optimize content creation through testing, capture and analyze data for campaign performance, and implement improvements on subsequent campaigns while saving time and conserving resources. What if the secret ingredient for these tools was generative AI?

There are several AI tools you can use manually to level up your marketing copy ranging from the most popular platforms like ChatGPT and Bard to targeted AI Optimization platforms like Hubspot, Phrasee, and Cortex. These tools may help your creativity when you are feeling blocked, but the content generation lives in a silo. Pairing AI technology with data insights and automated optimization helps you take full advantage of the magic of AI.

Artificial Intelligence is the simulation of human intelligence through computer science and robust data. Leveraging AI tools to enhance your CRM practice is the ultimate cheat code to unlock unparalleled customer engagement. These tools support streamlined communication across diverse channels, while using what already exists within your CRM infrastructure.  

How Does It Work?

These tools utilize artificial intelligence (AI) and machine learning techniques such as natural language processing (NLP), and large language models (LLMs) to generate and optimize marketing copy, particularly for email marketing campaigns. The technology aims to improve marketing communication performance by creating compelling and engaging content that resonates with recipients. We’ve compiled a list of  7 Key Elements any AI-powered optimization tool should use to catapult your business performance.

7 Key (and POWERFUL) Elements of AI Optimization Tools  

Element 1: Data Collection

All roads start with data collection. AI Optimization Tools like Phrasee, Cortex, and Hubspot can use data gathered from marketing campaigns, including subject lines, email bodies, and other copy elements. It also gathers information about the performance of these campaigns, such as open rates, click-through rates, and conversion rates.

Element 2: Language Analysis

We have to speak the same language! These platforms use natural language processing algorithms to analyze the language, grammar and even the voice of the collected data. This helps it recognize patterns, linguistic style, and the overall tone that have historically performed well with the target audience.

Element 3: Machine Learning

Optimization tools like Phrasee employ artificial intelligence derived from machine learning algorithms to learn from the collected data. By drawing correlations between word choice, conveyed emotion, word formatting, then tying it back to the overall campaign performance, this allows the system to decipher what types of phrases and content resonate best with your audience. Which brings us to Element 4!

Element 4: Generating Content

AI tools use the insights gained from data analysis to generate new and creative marketing copy typically derived from control subjects produced by your marketing/content team. Using these controls, the AI tools craft and test trendy subject lines, preheaders, SMS, and CTA buttons – all tailored to your audience to evoke more opens, clicks, and conversions from recipients.

Element 5: Experimentation

The generated content is then used in A/B testing or multivariate testing scenarios. For example, Phrasee is an AI optimization tool that utilizes up to 10 different variants of emails (or SMS or app push notifications). Across these variants, the platform tests one marketing element generated by the tool, then tracks and compares the performance of these variations to determine which copy resonates most effectively with the audience. The tool optimizes delivery of higher performing copy in waves throughout the campaign deployment.  

Element 6: Iterative Optimization

Like a muscle, the more you use AI optimization tools, the stronger it becomes. AI tools are constantly learning, adapting and refining the generated language or content based on the ongoing data it receives from various A/B tests, the campaign performance, and incorporating human correction from the marketing team. This iterative process allows the platform to continually improve its marketing generation strategies.

Element 7: Reporting and Insights

We saved the best for last! One of the top benefits of leveraging AI tools in CRM practices is the automated reporting and advanced insight capabilities. Most AI marketing platforms provide their users with very detailed insights and performance analysis for each generated piece of copy. This information helps marketers understand which specific language elements are driving engagement and conversions, leading to better control subjects, which lead to better test variants, and the optimization continues!

Patience is a Virtue

Remember: All good things take time. These AI optimization tools typically require anywhere between 20 - 50 experiments to report and glean good insights to inform your content team. Investing the time up front to test is well worth the results and time you’ll save in the long run.

Ready to find the right tool to boost CRM engagement and drive conversions? Concord can guide you to the perfect AI optimization tool for your marketing stack.

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