With each email campaign retailers or companies send, they're fighting for attention and survival. The current declining open rates are stock indicators that email marketers are losing the battle for eye-ball dominance.
The company turned to Phrases, an AI marketing technology company that I featured in my book, "Sales Ex Machine: How Artificial Intelligence is Changing the World of Selling." Phrasee uses machine learning algorithms to craft not only better emails, but more importantly attention-grabbing subject lines. Let’s face it, the headline (subject line) has to sell!
The algorithm can also split-test different subject lines to see which ones are getting more opens. Over time, the machine learns to craft both message and subject lines that will have higher open rates which should translate not a higher Return On Investment (ROI). Lye adds, “To date, we’ve had a 35% increase in opens, sometimes even going up to 50%.”