Most marketers are all too familiar with the moniker, right message to the right person at the right place and time, yet often times don't apply the same effort, data and tactics to perfecting their message that they should. With upwards of 800% elasticity between the best and worst performing message, the stakes and the opportunity of missed revenue are high. Angie's List became an earlier adopter of a technology that machine generates the most persuasive language for communications designed to drive action, specifically in their email marketing campaigns. By implementing Persado's technology to machine generate the most emotionally engaging messages, Angie's List saw significant and consistent lift across KPI's. Creating the most emotionally engaging language via a databased approach was the missing piece of the puzzle. Angie's List no longer relies on guesswork to come up with message variants to test, they utilize an advanced technology to eliminate the guesswork and machine generate the optimal message. In this session attendees will be able to understand how to implement tactics and technology that helps elevate the investment that they have already made in their marketing cloud. They will be educated on what it means to create the most emotionally engaging digital marketing communications, and what the business implications are when this technology is leveraged.

1. AUTOMATING PERSUASION
Using Math and Science to Write Messages that Drive Action
David Atlas, CMO, Persado, @dratlas
Allyson Reagan, Director Digital and Direct Marketing, Angie’s List

2. THE MANTRA OF Salesforce Marketing Cloud
RIGHT MESSAGE RIGHT PERSON RIGHT PLACE RIGHT TIME
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again.
Last
chance
to
redeem
your
discount.

3. CONSUMER DATA
CRM
SEGMENTATION
CUSTOMER INTELLIGENCE
RIGHT PERSON
CROSS CHANNEL MARKETING
LIFECYCLE MARKETING MANAGEMENT
AD EXCHANGES
ATTRIBUTION
RIGHT PLACE
DAYPARTING
PROGRAMMATIC MARKETING
CUSTOMER JOURNEY MAPS
RENEWAL PROGRAMS
RIGHT TIME
WHAT THE MARKETING CLOUD HAS NAILED WITH DATA

4. RIGHT PERSON
RIGHT PLACE RIGHT TIME
RIGHT MESSAGE
Last
chance
to
redeem
your
discount.

5. COPYWRITING = DECISIONS

6. BUT WHAT ABOUT THESE DECISIONS

7. +16 MILLION POSSIBLE PERMUTATIONS

8. MESSAGE
RESPONSE
ELASTICITY
800%
The Best Message
The Worst Message
Your Message
THESE DECISIONS MATTER

9. What If There Were A Way
To Write The Perfect
Message?

10. Descriptive
Emotional
Functional
THE ORGANIZATION & STRUCTURE OF A MESSAGE

11. Having analyzed thousands of campaigns and
billions of interactions, the fact is:
Emotions contribute 70%+
to response variance.
Response accorded to
EMOTION
UTILITY

12. A Pioneer of Persuasion Automation

13. THE VALUES OF ANGIE’S LIST DIGITAL MARKETING PROGRAMS
ü Customer Relationship
ü Relevancy
ü Accuracy
ü Results

14. HOW DOES ANGIE’S LIST ACHIEVE & MAINTAIN THESE VALUES?
ü Data
ü Analysis
ü Innovative Technologies

15. Why Angie’s List Embraces
Innovation

16. .05%Conversion
CONTROL
0.13%
PERSADO VARIANT
+160%
ORDER RATE
Open Rate Lift
+56%
SUBJECT LINE PERMUTATIONS EXPLORED: 1,024
Subject:
Subject:
PERSADO Open Rate: 37.6%
ANGIE’S LIST Open Rate: 24.1%
{Geographically dynamic product}
❇ Hi There {FirstName}, This Is Urgent! We'd Like
to Reward You with Today's Local Specials.

17. POST CAMPAIGN LINGUISTIC ANALYSIS

18. INDIVIDUAL TEST MESSAGE PERFORMANCE

19. ANALYSIS OF EMOTIONAL PERFORMANCE

20. LANGUAGE, ORGANIZED.

21. emo$ons
descrip$ons
Calls-­‐to-­‐ac$on
forma3ng
You’re
In
Luck
Don’t
Miss
Out
Exclusively
For
You
Local
Steak
Dinner
Global
Wireless
Plan
Sale
on
Shoes
Buy
Now
Click
Here
Try
Today
BOLD
Italicized
Underlined
Hero
image
placement
Placement
of
‘F.Name’
Placement
of
Links
posi$oning
LANGUAGE ORGANIZED, TAGGED, AND SCORED

22. AUTOMATING PERSUASIVE LANGUAGE

23. WHY[ Math & Language ]
What We Don’t KnowWhat We Do Know

24. Persuasion Automation:
Beyond Marketing

25. DIGITAL HEALTH

26. QUANTIFIED SELF

27. TRANSACTIONAL MESSAGES

28. ELECTIONS

29. CHARITY

30. EMPOWERING A NEW GENERATION OF COPYWRITERS

31. [ DISRUPTIVE ]
[ PERVASIVE ]
[ ASSISTIVE ]
Angie’s List EMBRACING A PARADIGM SHIFT