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3 Key Takeaways on the Persado and Movable Ink Partnership From Think Summit 2018

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The following blog post was written by Alison Lyne, Senior Marketing Manager of Partnerships and Beth Ann Mayer, Social Media Manager at Persado.

Movable Ink and Persado are laser-focused on creating unique, personalized content for customers to drive more value out of their marketing programs. Through a seamless integration, Persado’s AI-powered solution for crafting the most engaging language for any audience on any channel combines with Movable Ink’s real-time testing and optimization platform. The result? Marketers can automatically generate and deploy the best-performing content every time for every customer. It goes a long way in developing short-term results and long-term engagement.

Persado Marketing Vice President, Dan Gingiss, delivered a keynote at Movable Ink’s Think Summit, speaking to what’s new, now and next in marketing and how AI can take campaigns from “meh” to magnificent. These are the takeaways to bring to your next marketing meeting.

Words matter

Screen Shot 2018-10-09 at 11.37.49 AMMarketers are hyper-focused on getting the right customer the right product at the right time. But what they often overlook is the most important part — the right message. That’s where Persado and Movable Ink come in. Persado uses machine learning to uncover the words that resonate best with customers, and Movable Ink serves each customer the most engaging visual experience based on behavior and data cues. The end result is happier customers and more ROI from campaigns.

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Persado research has shown emotions drive more than 60% of consumer response. Think Anxiety (“Your attention please! Sweater weather has arrived!”) and Gratitude (“Because you’re a loyal customer, we’re giving you extra-special travel perks.”). Movable Ink complements this by supplementing the optimized, emotional language with a personalized visual experience based on customer behavior in real-time. So, if a retailer sent an email to a customer, Movable Ink’s visual experience platform would deliver the most relevant experience based on the recipient’s behavior at the time of open, infused with best-performing language from Persado.

Making our case

The Microsoft Rewards team recognizes the critical role of communication in maintaining engagement from various user segments and showcasing program features and benefits.

As a joint client of Persado and Movable Ink, Microsoft Rewards came to Persado looking to optimize content and drive engagement with existing members as well as new member acquisition. Using our mix of data, analysis and personalized language, Persado helped Microsoft achieve huge uplifts.

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In early 2018, Microsoft Rewards kicked off a rebranding campaign combining Bing Rewards, Xbox Rewards and Microsoft Rewards into a single cross-platform engagement program. In the example above, customers receive the first account statement following the aggregation of three legacy loyalty programs.

For such an impactful campaign, Microsoft was pleased to see improved awareness of the revamped program, increased engagement from users and actionable insights that could support the broader program. Thrilled by the results, Microsoft continues to surpass goals under the new integration with Movable Ink.

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Easy integration

If you are a customer of either Persado or Movable Ink, adding the joint solution to your tech stack is simple. The two seamlessly combine and act as a one-two punch for brands looking to create personalized language, a data-driven approach and real-time analytics.

To get more insights from Persado and Movable Ink, download this eBook and learn how emotional language can bring marketing campaigns to life.

P.S. Couldn’t attend Think Summit? We’ll also be participating in the Email Transformation Tour in London on November 1! Schedule time to meet with us in-person here.

About Persado

Persado is the Marketing Language Cloud; AI generated language that resonates the most with any audience, segment or individual. Imagine having a data scientist and a copywriter for each person in your audience; you get language that performs and analytics that explain why, resulting in more business and unique and powerful insights. Having the world’s largest marketing language database, with over a million words and phrases tagged and scored for consumer marketing, Persado’s Marketing Language Cloud enables brands to increase acquisition and retention while building long-term consumer relationships. Persado is AI software that takes the guesswork out of generating email subject lines.

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