Phrasee boosts Gumtree Customer Engagement [PRESS RELEASE]
Gumtree recently partnered with AI innovator Phrasee as part of a wider expansion to its customer relationship engagement programme, steered by Gumtree Head of CRM Matt Button.
2 minutes read time | 22 March 2018
LONDON–(March 22, 2018)–The adoption of Phrasee’s AI technology for marketing language has rejuvenated Gumtree customer communications, delivering results of 35%-50% increase in email open rates.
A key member of the eBay Group since 2005, Gumtree’s growing user base delivers over 16 million unique visits a month – making it the UK’s #1 classified ads site. Email response decay had led to Gumtree’s marketing copy gradually losing its ability to garner the opens, clicks and ROI required. Despite making a concerted effort to manage the problem in-house, plummeting email marketing engagement numbers continued to restrict Gumtree’s growth ambitions.
Head of CRM and Social, Matt Button stated, “Despite the fact that Gumtree is used by 33% of the UK digital population, email marketing open rates had been steadily declining. We needed to reverse the trend – and fast. We identified that we needed to revitalise our CRM strategy and bring in something to get our customers’ attention in order to actually make them want to open our emails.”
Integration of Phrasee’s AI technology for marketing language generation and optimization was simple and easy to integrate, aligning with Gumtree’s existing marketing technology, Salesforce Marketing Cloud. The Phrasee Salesforce AppExchange app provides a straight-through integration for creating and sending split tests using Phrasee generated subject lines.
Button says that the results speak for themselves, “To date, we’ve had a 35% increase in opens, sometimes even going up to 50%.”
Notes to editor
Phrasee is the market leader in AI brand compliant language generation. Since founding in 2015, Phrasee has become the go-to solution for ambitious, intelligent and analytical marketers. Today, its team of data scientists, computational linguists and developers drive results for enterprise brands across the globe.
Gumtree is the UK’s #1 classifieds website and app, used by 1 in 3 adults every month. With over 1.5 million ads live on the site at any time, it’s the perfect place to buy or sell second-hand goods and cars.
 comScore, yearly average: June 2016 – May 2017
 Gumtree data warehouse
Trying to get ahead of the competition?
Check out our Learning Hub for everything you’ll need to know!
You may also like:
We've partnered with Braze to eEnable seamless optimization of language across digital channels. Get the scoop.
06 May 2021
Phrasee enters $8.5 Billion Customer Experience (CX) Market with First Technology to Optimize Brand Language in Real-Time
Phrasee announces the appointment of four new members of the leadership team, as demand for AI-Powered Copywriting continues to rise.
15 Apr 2021
We catch up with Jasper Pye, VP, Product at Phrasee, and John Galvin, Manager, Solutions Consulting EMEA at Cheetah Digital to find out more about the new Phrasee X Cheetah Digital integration from the experts that know it best!
09 Mar 2021
Hi. We’re Phrasee. And we make people money. How much money? If only there were some kind of tool where you could put in a few numbers about the performance of your email marketing program and then you’d click a button and get some kind of answer to that question! Oh wait! Find out what Phrasee could make for you.
04 Feb 2021
With key email marketing performance metrics in decline industry-wide, finding ways to boost email marketing ROI is an important strategic goal for brands in 2021. Here’s how to buck the trend and improve your brand’s email marketing ROI in a rapidly shifting consumer landscape.
27 Jan 2021
Travel has been in a tricky place but all indications, it seems, point to travel brands breaking out of the marketing holding pattern that they’ve been in, in the coming weeks and months. We’ve spent some serious time thinking about what our friends in the travel industry can do right now to prepare for the post-COVID-19 rebound to come.
21 Jan 2021
With 2021 just around the corner, is your email marketing strategy ready? From personalization to segmentation and optimization to tracking, we share best practices for building an effective email marketing strategy.
16 Dec 2020
This year, we are continuing our tradition and sending more bags of kindness to those in need. Find out more about why we're supporting the incredible cause that is Kindness Bags.
16 Dec 2020