Data underpins everything in marketing — almost. CMOs track campaign engagement and results like costs per click. Yet, when it comes to developing digital marketing copy and ad design, teams are still relying on guesswork, group-think and perhaps a couple of statistically insignificant data points. The results show there is a growing confidence crisis — 71% of CMOs do not trust that creative is getting the job done, according to a 2018 Nielsen CMO survey.
But this is finally changing. In a new whitepaper, Persado looks at how CMOs can unlock the power of words and ensure mathematical certainty to the development of digital marketing creative to optimize brand engagement and revenue performance. It’s based on thousands of campaigns we’ve run for the last three years across retail & eCommerce, technology and financial services. In total, we completed more than 8,149 language explorations, which included more than 300 million message permutations, reaching 2.4 billion impressions across six channels: web, email, social, SMS, direct mail and push. It’s left us with an amalgamation of what works best across all major channels and can help marketers make the right appeal to their customers.
Retail & eCommerce
Top three highest performing descriptions
Descriptive insights: Specific words and phrases related to product classifications, promotions, offers and services influence marketing campaign engagement.
Description – Vague price callout
Example – get it for less
Description – Quantity limitation
Example – while supplies last
Description – Quantitative offer description
Example – get a great discount
Top performing Call to Action (CTA)
Functional/CTA – This refers to any part of the creative or message which directs the audience to take a specific action. A button which says ’”Buy Now,’ text which includes ‘Call 1-800-###-####,’ or a link to ‘Find a Store’ are all calls to action.
CTA – Exploration
Example – try it now
Top three lowest performing emotions
Emotions: The Persado Message Machine identifies which words and phrases evoke specific emotions and understands which emotions deliver the strongest appeal.
Emotion – Encouragement
Example – it’s easy to earn more rewards
Emotion – Guilt
Example – don’t miss out on this chance to apply
Emotion – Challenge
Example – get ready to take control of your finances