The bigger your audience grows, the more challenging personalization becomes.
Back when your business was just starting out, you might’ve had time to craft individual messages for every customer — but as your audience climbs into the thousands, and even the millions, that approach quickly becomes impractical.
What about automated content generation? As attractive as that approach might appear, it’s hard not to associate it with “Franken-emails” — those nonsensical combinations of messaging and creative that were clearly generated by some algorithm, rather than designed with human oversight.
Surely there must be a balance — a way to automate the “grunt work” of personalization while still keeping your brand in the driver’s seat.
That’s exactly the balance that Coherent Path’s machine-learning personalization delivers. Our team of researchers has spent years developing a mathematical “canvas” that enables your marketing tools to craft an individualized journey around every customer’s evolving tastes and goals. Plus, our software enables you to set guardrail rules that keep every email tightly aligned with your brand’s voice, as if you’d hand-written it yourself.
Here’s how all these pieces come together to deliver unprecedented control over your campaigns.
If you’ve got an existing library of creative assets, you’ve already got everything Coherent Path’s software needs.
Whether your brand has been around for decades, or is still making its name in the marketplace, chances are you’ve already spent time crafting creative assets — the images, taglines and offers that get assembled into your marketing messages. That library of assets is all Coherent Path’s software needs to start designing personalized emails for every subscriber on your list.
Some of your creative assets might be full-page ads designed for insertion into magazines — while others might be banners, or even just eye-catching hero shots and snippets of ad copy. Coherent Path’s software can work with all these types of assets, and everything in between. That’s because, instead of treating those assets as self-contained pieces of content, it treats them as modules, which can be stacked together in an infinite variety of ways.
Coherent Path’s modular approach to content blocks also enables each of your assets to be recycled time and again. Each time our software generates an email, it selects the ideal combination and arrangement of assets for the specific customer who’ll receive that email — This means every creative asset can appear and reappear in innumerable combinations with other assets in your content library — but every email will be fresh and brand-new.
For every customer, Coherent Path’s software personalizes within “guardrail rules” you specify.
For example, you might choose one template that consists of a single page-sized field. Coherent Path’s machine-learning algorithms then leap into action, analyzing your customer data to determine which of your full-page creatives to slot into that field — and when’s the right moment to send that creative to each one of your customers.
Alternately, you might supply the software with a range of images, taglines and offers, and allow it to swap those out within a number of different fields in various templates — all while keeping the top banner ad the same. In all these cases, you remain in control of which creative assets can be inserted in which zones of the email template.
In fact, Coherent Path’s software goes beyond even this level of control, and allows you to set guardrail rules specifying which assets can (and can’t) appear together in the same emails. You might want to specify, for instance, that emails promoting high heels should always contain ads for sandals — or that images of Burberry scarves should never appear in the summer.
Coherent Path’s algorithms will not only populate every template with content that follows your guardrail rules — they’ll follow these rules while generating a series of emails that connect with every subscriber at just the right moments, and help them discover entirely new products.
Within the rules and templates you specify, Coherent Path’s software constantly learns and refines its personalization tactics.
Unlike yesterday’s automated email software, Coherent Path’s algorithms are constantly learning from each interaction with every customer — and using that data to update a multi-dimensional mathematical canvas of that customer’s desires and aspirations.
This means our software always knows which combination of assets is most likely to appeal to any given customer at any given moment — as well as which messaging will guide them toward higher-value product categories, and when’s the right moment to reach out and connect.
Although that might sound like quite a feat, it’s just the beginning of what Coherent Path’s software can do. Because, most uniquely of all, our algorithms design millions of personalized email campaigns in real time — while “coloring inside the lines” of email templates and guardrail rules you’vespecified in advance. That means every email you send hits the bullseye of your brand’s voice, every time.