Selligent/Marigold Engage: Smart Subject Line
Smart Subject Line was a project I worked on for Selligent Marketing Cloud, now Marigold Engage. I can’t host any images of it but here’s a link to the documentation.
In email marketing the subject line is the number one thing that affects open rates for emails. No open, no reading the content, no click-throughs, in short: no engagement. With 99% of email marketing/automation platforms you get one shot at writing an engaging subject line and then you shoot your' shot and hope it resonates.
Sure you can add personalisation but the basic message will be the same.
Not with Smart Subject Line which let the user to write multiple subject lines in multiple languages, so a marketer would create several variants on a theme (preferably related to the email content). Then Cortex, Selligent’s AI/ML engine, would run each of the subject lines against each contact in the audience segment. Then a NLP algorithm would analyse the contac’s interaction history and select the best fitting subject line for that contact to receive. Magic!
What did I do?
- Research and competitive analysis
- Wireframing
- User testing with clients (Hearst publishing in this instance, amongst others)
- Final designs and delivery