The starting point was to explore the connection between emotions and email behaviour (the click through rate) for Easy Jet transactional emails. First, 30 email templates that outlook email lists had been used to impact millions of users were analysed. The analysis was based on what is called “Emotionally Intelligent Insights ”. This involves applying artificial intelligence algorithms to the analysis of texts (written and emoticons) and the subsequent connection with emotions such as love, hate, anger, surprise, trust, etc.
Once the analysis was carried out, the level of “emotionality” evoked by the emails and the click through rate obtained in each case were related. What was discovered was that the emails in which the level of “emotionality” was higher in content had a higher click through rate as well . In addition, the feelings that generated a higher click through rate were detected, which allowed us to predict that emails with content evoking those same feelings would have a higher CTR, and so it was.
For example, a reminder email for the completion of check-in that included texts evoking emotions that the predictive model had determined, increased the click through rate from 13.4% to 23.7%.
On the one hand, we see that today there are technologies that allow us to relate data (texts) with emotions, and secondly, the possibility of using this approach to predict what type of campaigns will be better to achieve the set results. This is a clear example of how Email Marketing is incorporating advances in other areas and generating better results . Email marketing as a discipline is not an “island”, but rather something transversal and complementary to many others.