How can language insights help marketers understand their customers?
When it comes to the intricacies of brand language, customer preferences are constantly changing in ways that marketers can never be sure of.
Heck, your customers may not even be aware of it either; they could even be changing in their sleep, dreaming of a seed that your latest piece of marketing copy planted in their heads…
In amongst this whirlwind of mutating preferences, it’s essential that marketers keep their fingers on the pulse to ensure consistent performance and customer lifetime value.
This is tricky, because the way that customers respond to the language you use is dependent on so many fluctuating factors: the economy, the news, the weather, the football results (depending on your allegiance), the moon tides (depending on your beliefs).
So, the worst thing you can do as a marketer is see your customer as an unchanging, mono-emotional statistic, rather than a temperamental human being. When marketers fail to stay in tune with how customer preferences are evolving, their brands fade into a mush of bland online content – indistinguishable from all the other bland brands out there. There’s no shortage of those: nearly half of customers can’t differentiate among brands’ digital experiences, according to Gartner.
Your customers aren’t bland statistics, so why serve them bland content?
"Being able to quickly and easily scale our messaging and making sure we’re doing everything we can to get people to open and engage with those messages is mission critical."
Dipen Patel, Associate Director, Omnichannel Campaign Execution, Novo Nordisk
There’s a better way of standing out from the bland crowd. Imagine being able to visualize precisely which sentiments, tones and styles of language are resonating, and how that’s shifting over time. Imagine being able to use sentiment analysis on all of your various marketing content in one place – and using those insights to be more provocative, unique, and engaging with your content in a consistently fresh way.
You’d have the keys to the marketing castle, right?
Correct. Learning about what your audience is responding to in real-time means you can double down on what’s resonating, which gives you an unprecedented advantage over your competitors. For example, using Phrasee, Novo Nordisk discovered that AI-generated messages focusing on empathetic language, such as “aiding” and “helping”, were shown to increase engagement, along with action-based language such as “treatment” and “strategy”. Following this language strategy, the healthcare company was able to achieve an 24% average open rate uplift and 13% average click rate uplift across Novo Nordisk brands.
US retail giant Walgreens, meanwhile, applied their customer insights to improve their end-to-end experience. Walgreens’ Senior Director of Customer Marketing Platforms, Brian Tyrrell, explains: “Phrasee helped us understand how customers were engaging with different parts of those subject lines, to know where to tone down, and where to tone up certain parts of our brand language.”
In some cases, this meant easing up on the use of emojis to match the customer mood during the pandemic – for example, only using ‘red alarm bell’ emojis in a way that matched the level of severity that was covered in the content. The result? Continuous improvement of the customer experience, a 30% uplift in open rates, and impact in the millions of dollars.
“OK, OK, you’ve made your point”, we hear you saying. “Language insights are the bees knees. So what?” Well then, let’s get to the meat of the matter, shall we…
Introducing… Language Insights with Phrasee
Phrasee’s latest feature is an easy-to-use bird’s eye view of how your marketing language is performing across your channels. Or more accurately, it’s an eagle eye view on the precise language traits that are making your audience tick. Phrasee’s Language Insights allows you to access:
- Word and emoji analysis. Discover what words and emojis are resonating with your customers
- Sentiment analysis. Understand what language sentiments work with your customers and when by layering analysis on top of your marketing calendar
- Diversity analysis. Diverse language helps drive uplift, see how Phrasee’s generated language compares with your human written copy.
- Top performers. Quickly see your winning language from every campaign and the sentiments behind them.
Sign up to a language insights session to get a taste of how real-time language insights could impact your audience engagement.