The Times Signs Up to Use Phrasee’s AI-Optimized Content

Pioneering publisher embraces AI to accelerate subscription revenue

  • June 28, 2018

By Verity Jennings

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London–(June 28, 2018)– The Times and The Sunday Times, pioneers in the world of publishing, are embracing AI to power subscription revenue. The brands have signed with Phrasee for optimised email subject line generation for email marketing campaigns. This forms part of a brand-wide shift to embrace and work with new technologies.

Phrasee’s AI technology generates and optimises marketing copy at scale. The Times and The Sunday Times are using this brand-tailored application of AI for use in optimising subject lines in email campaigns to drive a continued increase in subscription figures. The technology produced positive results in email open rates of up to 23% per email campaign send during the test phase.

“Phrasee’s AI is transforming how The Times speaks to its customers,” said Parry Malm, CEO of Phrasee. “Creating ‘on-brand’ marketing copy is critical to our proposition and arguably The Times and The Sunday Times as highly respected national newspapers would always have been our harshest critics. We are super proud to have the endorsement of such powerhouses in publishing.”

“Collaboration with Phrasee is a great fit for us,” said Tom Lowe, Digital Trading Manager at The Times and The Sunday Times. “Phrasee delivers a solution that helps ensure we stand out in a crowded market. In our experience, it’s a fast fix to email campaign performance, delivering more opens, clicks, and conversions. Yet, in learning over time, it also improves on ROI in the long run.”

Commenting on the benefits of brands turning to new technologies for improved results, Malm continued: “The concept is a simple one. If you are able to garner more opens per email campaign through optimised email subject lines and drive engagement as a result, brands can expect an increase in revenue from the respective channel. We are proud to work with some of the most trailblazing marketers on the planet.”

Phrasee has developed a natural language generation system, working to increase revenue from digital marketing campaigns. It uses end-to-end deep learning that looks at thousands of linguistic parameters to predict the performance of marketing copy. It provides a predictive tool that gives digital marketers enhanced confidence that they are selecting marketing copy that will result in more views, and thereby more sales.


Notes to editor


Phrasee is world-leading AI that generates and optimises marketing copy at scale, delivering improved results for email subject lines, push notifications, and Facebook ads. Founded in 2015, Phrasee is the go-to solution for ambitious, intelligent and analytical marketers. Today, its team of data scientists, computational linguists and developers drive big results for enterprise brands across the globe, including eBay, Virgin, Domino’s, and Gumtree.

About The Times and The Sunday Times:
The Times has been a faithful recorder of the times for more than 200 years. It is authoritative, credible, responsible, trusted and a part of the nation’s cultural heritage. A premium British brand, recognised the world over. The Sunday Times is one of the best-known titles in the world and the UK’s top-selling quality Sunday paper. Together, The Times and The Sunday Times are about the difference between being informed, and being well-informed. Which is why our panel of award-winning writers bring a balanced, intelligent and insightful opinion to the stories that matter. Writers like Matthew Parris, Phil Collins, and Janice Turner – all leaders in their respective fields. Reading the quality writing produced by The Times and The Sunday Times gives you more to know about, and more to talk about. So you can be both interested, and interesting. Current affairs, world news and quick wit – it’s all here. The need to know and the nice to know. This is the difference between being informed and well-informed.

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