The Times and The Sunday Times, pioneers in the world of publishing,Â are embracingÂ AI to power subscription revenue.Â The brands have signedÂ with Phrasee forÂ optimised email subject line generation for email marketing campaigns. This forms part of a brand-wide shift to embrace and work with new technologies.
Phraseeâs AI technology generates and optimises marketing copy at scale. The Times and The Sunday Times are using this brand-tailoredÂ application of AI for use in optimising subject lines in email campaigns to driveÂ a continuedÂ increase in subscription figures. The technologyÂ producedÂ positive results in email open rates of up to 23% per email campaign send during the test phase.
âPhraseeâs AI is transforming howÂ The TimesÂ speaks to its customers,âÂ saidÂ Parry Malm, CEO of Phrasee.Â âCreating âon-brandâ marketing copy is critical to our proposition and arguably The Times and The Sunday Times as highly respected national newspapers would always have been our harshest critics. We are super proud to have the endorsement of such powerhouses in publishing.â
âCollaboration withÂ Phrasee is a great fit for us,âÂ saidÂ Tom Lowe, Digital Trading Manager at The Times and The Sunday Times. âPhrasee deliversÂ a solution that helps ensure we stand outÂ in a crowdedÂ market.Â In our experience, itâs a fast fix to email campaign performance, delivering more opens, clicks, and conversions. Yet, in learning over time, it also improves on ROI in the long run.â
Commenting on the benefits of brands turning to new technologies for improved results,Â Malm continued: âThe concept is a simple one. If you are able to garner more opens per email campaign through optimised email subject lines and drive engagement as a result, brands can expect an increase in revenue from the respective channel.Â We are proud to work with some of the most trailblazing marketers on the planet.â
Phrasee has developed a Natural Language Generation system, working to increase revenue from digital marketing campaigns. It uses end-to-end Deep Learning that looks at thousands of linguistic parameters to predict the performance of marketing copy.Â It provides a predictive tool that gives digital marketers enhanced confidence that they are selecting marketing copy that will result in more views, and thereby more sales.