It’s a question that constantly runs through the minds of email marketers: how do you know which email creative content is actually good?
Email marketers can often make educated guesses based on testing certain pieces of creative among a subset of their overall audience, but what if you could know how your content would perform before you send it?
With a model based on geometry and dynamics, you can score every piece of email content based on quality and specialization (whether the content is well-suited to a broad or niche audience).
“Quality” refers to whether a given piece of content is good at driving conversions.
Here’s an example.
Content in the bottom-right quadrant of the above graph is broad and general. Using the example of a book retailer, a good way to describe this content’s appeal is like that of Harry Potter. It can be sent to everyone and get some traction, having a positive impact on spending.
On the other hand, bottom-left content is unpopular and niche-focused; it has minimal appeal among a tiny audience and is not really worth creating.
Content in the top-right quadrant appeals to many but not all customers, like romance novels. It’s a little more specific than bottom-right content, but it still has relatively broad appeal across some audiences. For clothing retailers, this could be content featuring women’s jackets.
Finally, the content in the top-left is niche and specialized, but still generates a lot of interest, like Japanese manga. It could be something like workwear in the retail clothing world - among a limited audience, a high percentage of people love it and a large percentage of their spending goes toward that section.
Retailers can filter content along these lines to understand its appeal regarding the audience and their interests. It allows marketers to be more strategic and focused on which content to deliver and who should receive it.
Using hyperbolic geometry and advanced analytics, you can test, learn, and understand your content’s value and how people react.
There is so much value and insight in understanding that content performs differently with different audiences.
Once marketers know which content is best suited to each customer, they can feed that content to the correct audience, maximizing conversion potential and increasing customer spending.
This enables them to begin on a journey to implementing true predictive personalization, not just feeding customers content related to what they’ve bought in the past, but actually recommending products that they will like but have not yet shown explicit interest in.
The model we use can even help shape the individual’s journey to benefit retailers’ business goals, guiding him/her toward high-value categories and helping with product discovery.
While this might sound really complicated, in reality, the Coherent Path system plugs directly into almost any ESP. That means you can keep using the exact same marketing workflows, at the same time gaining new clarity and connection with each of your customers.
Knowing the value of your content is just the first step - but it opens doors to a whole new world of email marketing possibilities.
Want to learn more? Request a demo to see how it works, or read Coherent Path’s new "Email Marketing Insights Report" eBook, which highlights nine things we learned about email content in 2020 that will be essential for retention-minded brands going forward.