Dynamic Email is Persado’s AI solution for marketing that manages the heavy lifting for campaign setup, content library creation, and launch. This article will walk you through the basics of selecting a campaign, how it works, and some key campaign terminology.
The Basics
Optimizing an automated email program is often slow, manual, and inefficient. Dynamic Email enables CRM teams and marketers to update and optimize content without the additional setup, coding, or tedious results analysis that is usually required. Dynamic Email uses automation and AI to reduce the time spent managing email campaigns by 85%, and increases conversions by 20%.
True to name, Dynamic Email dynamically serves the best-performing content over time and adapts to changes in engagement from your audience.
Dynamic Email leverages Persado’s Motivation AI platform, which uses advanced machine learning (ML), natural language processing, and specialized models to understand copy intent and create high-performing messages. The platform provides full-stack GenAI (LLM, machine learning layer, and application layer), which measures and refines language, emotional response, and engagement, so enterprise marketers can drive significant business value. Ensure you’re keeping audiences engaged over time with customizable settings to prevent message fatigue including content rotation and frequency settings.
Use Cases & Selecting a Campaign
While the Dynamic Email framework can support most campaigns, customers see the greatest efficiency and performance gains from campaigns that:
Wouldn’t have been optimized otherwise (due to the complexity of configuring tests)
Require minimal content updates
Can run continuously for maximum impact with minimal effort!
In our experience, automated use cases (i.e., instances where content goes out automatically from your ESP) deliver the greatest immediate impact to performance and efficiency. Campaigns like the following are a great fit:
Triggered campaigns: Triggers that go out automatically as part of a customer journey.
Recurring batch campaigns: Recurring bulk campaigns that go out automatically on a set cadence.
Some customers also find value in specific manual uses cases (i.e., instances where you have to configure each individual send), such as:
Ongoing offers: Campaigns promoting the same core offer, sent manually several times a year.
Example: “Explore a personal loan offer, from Silverton”
One-time offers: Single, manually sent campaigns with a short-term offer or event.
Example: “Limited-time cashback offer”
We recommend getting started with the automated use cases above, and then proceeding to ongoing offers, to see the most value from Dynamic Email.
How it Works
One-time Set Up
Persado provides updated HTML that includes Persado scripts for serving and tracking content for one-time implementation. Once implemented, Persado is easily able to deploy pre-approved content, implements tests, and automatically optimize to drive more conversions.
Let the Persado team know your ESP, and we can send along the detailed technical implementation details separately.
We’ll deploy your content in two groups so we can compare performance in market:
The Control Group: This group receives the single marketing message that you would send business as usual to your audience. The split of this audience is fixed for the duration of the campaign, typically at 20%.
The Persado Group: This group dynamically receives the multiple messages that Persado generates to maximize performance. The split of this group vs. the control group is fixed for the duration of the campaign, typically at 80%.
Epsilon Variants and non-Epsilon Variants make up the Persado group. Epsilon Variants and non-Epsilon Variants have the exact same content. Epsilon Variants, however, are dedicated to a smaller portion of traffic within the Persado Group that are always evenly-served for the ongoing training of the model.
Learning vs. Optimization Periods
If you’ve worked with Persado in the past, it’s likely you’ve deployed Experiments, where we gather insights in an initial Exploration phase (the “learning” phase), and then deploy Variants designed to outperform the control message in the Broadcast phase (the “earning” phase). Dynamic Email, however, is different from traditional Persado campaign types as the “learning” phase is always on to a certain degree, monitoring for changes in customer response in real time. This means you never have to stop learning to see the performance gains of a ‘Broadcast’ phase.
Here’s how it works:
Start with the Learning Phase: All Variants within the Persado group are served evenly and randomly for a certain amount of time following launch until the model has gathered enough learnings to make the decision to begin dynamically serving the content based on performance..
Typically, we remain in the learning phase until we reach a minimum of 50 responses per Variant. Then, we move to the optimization phase.
Begin the Optimization Phase: In the optimization phase, the majority of the audience (typically 80% of the Persado group) is served the highest performing Variants so we can maximize our impact to performance.
Learning Continues: A small portion of the remaining Persado group audience (typically 20%) will continue to be evenly and randomly served all Variants to continue learning. This portion of the audience dedicated to ongoing learning is referred to as the “Epsilon” group.
Content Fatigue
By default, our platform monitors and accounts for content fatigue as we optimize towards performance. The models weigh more recent performance results more heavily than older results to ensure we’re decisioning on the most relevant performance data.
Additionally, you have the ability 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.
Still have questions? Reach out to your Persado team to discuss Dynamic Email in more detail.