NEW YORK--(BUSINESS WIRE)--Persado, a leader in machine learning-powered content automation, announced today the release of its inaugural Emotional Rankings Report. The report evaluates the performance of emotional language in direct response digital marketing campaigns. Derived from the application of Persado’s deep learning technology to emotional language, the report findings illustrate the effects of precise word choice on customer engagement and response rates.
“Our Emotional Rankings Report demonstrates that employing the optimal emotional language in marketing messages produces more engaging content and drives significant results. In fact, we’ve found that emotional language can increase the effectiveness of content by upwards of 70 percent,” said Lawrence Whittle, Chief Revenue Officer of Persado. “The Persado platform analyzes the effect of almost every possible content variable – something that previously could not be done – to machine-generate the most emotionally compelling message to drive consumer engagement.”
The Persado Emotional Rankings Report presents a detailed comparison of a spectrum of emotional categories and their effect on marketing messages by industry (Retail & eCommerce, Finance & Insurance); by channel (email subject line, email body, web banner); by region (North America, South America, Europe); and by engagement type (subscription-based marketing, one-time action campaigns).
Key findings from the report include:
- By Industry: For Finance & Insurance, using the optimal word choice and placement from the most effective emotional category (exclusive to Persado customers) produced a 116 percent lift in responses across channels. The least effective emotion was Celebration.
- By Channel: For Web Banners, the least effective emotion was Encouragement. Response rates saw a 49 percent average increase when marketers used the most effective emotion.
- By Region: For North America, the least effective emotion for marketing campaigns was Challenge. However an average increase in response rate of 64 percent was achieved by using the most effective emotion.
- By Engagement Type: For One-Time Action campaigns, use of the most effective emotion grew response rates by 49 percent. Gratification was the least effective emotion.
For additional information on the report, including more detailed data, examples and definitions of each emotional category and sample cases for each, access the full Emotional Rankings Report.
Note to Editors: Data Collection: Persado’s Emotional Rankings schema measures the effectiveness of the emotional language across Persado’s campaigns by taking into account several parameters. These parameters include the number of times each emotional category has been tested, the performance of each emotional category across all experiments as well as the quantitative difference in their performance compared to the rest of the emotional categories represented in the same experiment. The data in this report was gathered by running structured marketing experiments for hundreds of customers worldwide and implementing experimental design to measure the success of language at a granular level.
About Persado, Inc.
Persado’s content optimization platform produces the most engaging language for communications designed to drive action. The software uses semantic algorithms to generate language for direct response communications such as emails, landing pages, display ads, text messages, push notifications and social ads. By mathematically determining the optimal emotional language and precise wording for digital marketing campaigns, Persado’s platform eliminates the guesswork of traditional copywriting and content creation.
Using Persado, leading brands such as American Express, Best Buy, Citi, MetLife, Neiman Marcus, Overstock, Vodafone and ZipCar are realizing tens of millions in incremental revenue. Winner of the DMA’s 2014 Innovation Award for Digital Technology, Persado is backed by Bain Capital Ventures, StarVest Partners, American Express Ventures, and Citi Ventures. The company is headquartered in New York City, with offices in Athens, Frankfurt, Lagos, London, Milan, Rome, San Francisco, Sao Paolo, Tel Aviv and Rio de Janeiro. For more information visit www.persado.com.
