Humans respond to language. However, quantifying why some language works, and some doesn’t, has always been imperfect. Until now.
Generic sentiment analysis tools are simplistic – they’ll look at “positivity vs. negativity.” Or, animalistic emotions such as anger, joy, guilt and terror.
This is all very interesting if you’re writing the Great American Novel. But for email subject lines, body copy and CTAs, those emotions are irrelevant.
What you care about is which sentiments, emotions, and tones of voice drive better email engagement and response.
Phrasee’s artificial intelligence engine analyses your marketing language and identifies what ‘human language’ variables resonate with your audience.
Phrasee Pheelings™ is how Phrasee knows which sentiments translate to more opens, clicks and conversions for your brand.
The way that humans interpret language is complex.
Consider this sentence: “This email subject line is awesome, isn’t it?”
This sentence evokes an emotional response. The combination of words, phrases, tone of voice, and sentiment is ingested into your brain. Your brain interprets it in an instant, sends neurons firing, and you respond: open, click and convert.
This is how marketing language works.
Humans are complex beasts.
Yes, this includes you! You’re a complex beast. And here’s why.
Try and read this sentence:
“Tihs emial sbjeuct lnie is aewsmoe, ins’t it?”
I bet you could read it just fine, right?
If you gave that sentence to a 4 year old, they’d have a heck of a time understanding it. But you could read it just fine. Wyh is htat? Find out
It’s because humans interpret language in an incredibly complex way.
Try and read this sentence:
“Awesome, this email subject line is, isn’t it?”
It’s got the exact same words as the misspelled one above. And yet, it’s totally different, isn’t it? Somehow, it sounds wise. Like you heard it in a swamp down in Dagobah.
It elicits a completely different response.
Try and read these sentences:
“I skinny-dipped with a shark.”
“I dog-paddled with a fish…”
“I swam with a minnow!”
Each of these sentences, in essence, are similar. You submerged yourself in water with a fish. All of which are bad ideas, but that’s not the point.
Clearly, they’re not the same! Each has a different direct object (shark, fish and minnow), a different verb, and different ending punctuation.
When you read them, you don’t consider those elements natively in your brain. You interpret them holistically.
And this is why language is difficult.
Human behaviour is complex to understand, and difficult to predict.
Humans, once at an average reading level, interpret entire chunks of text unconsciously. That’s why you read the first two examples above and understood the meaning… and why you read the final three and had different emotional responses.
There’s a well-known school of psychology that covers this – Gestaltism. It’s when humans are able to take in huge amounts of chaotic information and form meaning from it. Or, in simpler terms, “The whole is greater than the sum of its parts.”
When we read a sentence, we don’t read one word after another. We read the entire thing as a whole and subconsciously react to it.
Marketing language is human language
And let’s not forget this point!
When you write subject lines, body copy and CTAs, you have these goals:
- Get noticed amongst your competition
- Entice someone to open and act upon your email
- Create a brand impression whether opened or not
- Make people engage with your brand
But – how can you quantitatively measure this?
Phrasee Pheelings quantifies marketing language. And here’s why it’s important.
To understand what motivates your audience to open your emails, we need to move beyond looking at the low-level characteristics of language.
Consider these subject lines:
“Here’s a bunch of awesome stuff that you’ll only get in this email.”
“This email is awesome. You should open it!”
“Awesome Viagra delivered by Britney Spears dressed as a princess!!!!!!!”
A rudimentary analysis would note that all of these include the word “awesome”, and would try to identify if this is a good word or a bad word.
That’s what we mean by low-level characteristics of subject lines: individual words, length, and punctuation. (Spoiler: length means nothing, no matter how much Viagra you take.)
The occurrence of individual variables, as outlined above, means very little. What we care about is a higher-order interpretation of human language.
We need to move to a higher level of abstraction. All of these individual elements mean little in isolation.
Welcome to the wild world of natural language “understanding”.
Phrasee Pheelings™ knows what makes your audience tick.
Phrasee uses artificial intelligence to identify and quantify what makes your customers respond to your messaging. There’s nothing else like it on the planet.
It’s part of Phrasee – but remember, Phrasee is much more than Pheelings
What now? Book a demo. It’s time.Book a demo