If you are involved in marketing communications, you will often have prepared a promotional email, e.g. for the launch of a new product. You reread the text, check the spelling and grammar, and everything is fine. But one question keeps running through your head: ‘Will the DEM I have written really hit my audience as I imagined it would?’ You have thought it over and over, written it and rewritten it, it has gone through so many approvers that you are not really 100 per cent sure.
It's a common situation, and what's better than a second opinion? Once upon a time, the famous ‘corridor test’ started: a trip around the desks of your most experienced or trusted colleagues for an honest and constructive opinion. But how can you be sure that they too are not influenced by the same biases that are physiologically created within an organisation?
Despite experience and intuition, assessing the effectiveness of a communication can be a non-trivial challenge. Precisely for this reason, magnews provides you with an ‘extra colleague’ in your corridor. If you've found yourself in the situation described above, it's time to get to know Marketing Advisor, our new artificial intelligence-based tool designed to transform the way you analyse and refine your emails.
What is Marketing Advisor?
Marketing Advisor is a virtual assistant that, with one click, examines the content of the emails you have produced and, from your content, provides you with unbiased, analytical feedback on several key areas:
- Communication goals: analyses the message and identifies the objectives that the DEM can achieve, highlighting the value and effectiveness of the message with respect to the expected results.
- Target audience: identifies and describes the most suitable audiences, showing for whom the message may be suitable and why.
- Emotions: Analyses the emotions evoked by the content and their impact on audience engagement and performance.
- Call to Action (CTA): assesses the effectiveness of CTAs and suggests improvements to maximise clarity, urgency and appeal.
- Strengths: highlights the elements that make the message powerful and persuasive, explaining how they support strategic objectives.
- Areas for improvement: identifies the parts to be optimised, offering practical guidance to amplify the impact and quality of the message.
At this point, the ball is in your court: Marketing Advisor's insights are not only useful, they help you reflect on what you have planned, checking whether the message is really as you had imagined. Not only that: the tool verbalises aspects that may not have been made explicit, giving you the clarity you need to better structure your thinking and improve your approach for future action. Could you review the message of the CTA? Are you really sure you are speaking to your target audience in the most effective way? With Marketing Advisor, you have all the answers at your fingertips.
Why is Marketing Advisor indispensable?
In the world of digital marketing, readers' attention is a precious and fleeting commodity. Every email must be precise, targeted and resonate with the recipient. Marketing Advisor is the magic medium that offers you an unbiased, analytical and data-driven perspective to refine your communication strategies.
But how does Marketing Advisor actually work? It's as simple as that!
Once you have finished the draft of your communication within Magnews, simply click on Marketing Advisor: your ‘magic ally’ responds with its feedback in a few seconds.
A concrete example
Let's go back to our initial situation. You have written the email for the launch of the new autumn-winter collection and want to make sure it is effective. After finishing the draft, you launch Marketing Advisor for a quick, in-depth analysis. In a few moments, a box appears describing you:
Objective
- Encourage online and boutique shopping
Facilitate access to products, enhancing the customer shopping experience.
Audience
- Quality-conscious customers
They want fine materials and craftsmanship; they are attracted by durability and intrinsic value, essential for long-term investment.
Emotions
- Desire
The idea of an elegant, tailor-made look stimulates the desire to own exclusive garments, increasing interest.
CTA
- Weak call to action
The ‘Discover’ button is not very specific and may not motivate action. Replace it with a more direct invitation such as ‘Buy now’ or ‘Explore the collection’ to incentivise the click.
Strengths
- Evocative image
The main image conveys a sense of warmth and comfort, ideal for the autumn and winter season. This helps create an emotional connection with the recipient, increasing interest in the products.
Improvements
- Long-winded text
The initial description is long and could discourage people looking for quick information. Reduce the text and use bullet points to highlight the main benefits.
With this neutral and analytical information, make the necessary changes with a smile and send an optimised version of your email, increasing the chances of success of your campaign.
An ally for marketing professionals
Timeliness is crucial in marketing. With Marketing Advisor, you receive immediate analysis, allowing you to make changes in real time and send the right communications to the right audience.
Whether you are an experienced copywriter or a novice marketer, Marketing Advisor becomes your personal advisor, guiding you in creating content that not only informs, but inspires and engages.
Marketing Advisor is therefore not just a magic tool, but a true partner that accompanies you on your journey to communication excellence.