With Dynamic Email, Persado has introduced capabilities to help combat content fatigue. Content fatigue, simply put, is when the audience has received the same message multiple times and has stopped being responsive. To help enhance content effectiveness and mitigate content fatigue, Persado is able to vary the message your audience receives to help improve engagement and overall campaign performance.
Keep reading for more information on Persado’s solution to content fatigue to explore if this feature should be turned on for your account.
Uses Cases
Persado’s Dynamic Email platform monitors and accounts for content fatigue by default as we optimize towards performance. The models weigh recent performance results more heavily than older results to ensure we’re decisioning on the most relevant performance data.
But if you want even more control, our content fatigue feature allows you to define custom content rotation rules. Concerned by a user seeing the same message twice in a row? Choose to rotate between the top two, three, or more performing messages to balance freshness and performance. Leveraging this feature is probably a good fit if:
You’re concerned customers are repeatedly receiving the same content—for example, from your recurring batch sends and evergreen campaigns.
You’d like to avoid the risk of potentially lower performance from repeated content.
You value the customer experience and personalization and avoiding repetitive content helps content feel more tailored to your current or prospective customers.
How it Works
With Dynamic Email, we start with a Learning Phase where all Variants within the Persado group are served evenly and randomly for a certain amount of time following launch so we can gather data about what type of content is resonating with your audience. This allows us to identify the top-performing Variants (i.e., messages that outperform the control).
For each send, Persado records which version of your message a user received and can ensure that the user does not receive the same version in a subsequent send. Here’s how this works:
If a subscriber sees the top performer, the next time they get the next-best message (#1, #2, #3, etc.). This means if we rotate the top 4 Variants, for example, the subscriber will not receive the same content for 4 weeks.
Persado will recommend how many Variants we should deploy based on how many weeks you’d like subscribers to go without receiving the same content. We can configure how many messages are in our top rotation.
Keep in Mind: A small portion of the remaining Persado group audience (typically 20%) will continue to be evenly and randomly served across all Variants to continue learning. This portion of the audience dedicated to ongoing learning is referred to as the “Epsilon” group. The rotating serving of top-performing Variants described here applies to the non-Epsilon group (typically 80% of the audience).
Steps for Setting Up
Reach out to your Persado account manager, and we’ll engage all of the right technical points of contact from our end to ask any specific questions about your use case and get this set up.