Motiva Generator was designed not only to help you write emails from scratch, but also to speed up your Message Testing workflow.
As you may know, Message Testing is one of the best ways of optimizing your marketing content in real time. And Motiva’s automated Message Testing makes it even easier for Marketing Automation Specialists to improve engagement.
One main consideration when developing content versions for a Message Test is that versions should be different from each other. If Message Test versions are too similar, then the versions will end up achieving the same engagement and you won’t find a winner.
For example, these two subject line versions are very similar and, as you can see, they achieved almost exactly the same unique open rate. No winner was found so the test didn’t yield any new insights into what content could better engage the audience.
But if you use a different approach to write the second version, then you dramatically increase the possibility of increasing engagement rates and uncovering new content approaches.
Generator makes it easy to quickly develop distinct Message Test versions that are more likely to lead to an optimization. In just a few clicks you can change the tone, voice and audience of your copy, dramatically improving the potential to engage your audience in new and meaningful ways.
How It Works
Audience
Start by thinking about the people you’re emailing. Who are they? Where do they live? What are their job titles? Are they in a specific industry? Group them and give them a name. For example, my audience is Marketing Automation Specialists.
Once you’ve named your audience, go to the Generator customization fields on the left side and fill in the “Audience” field.
Voice
Now think about who your audience listens to because that’s a voice they respect and admire. It could be a company, a news outlet, a leader in your industry or a recognizable public figure. When I talk to Marketing Automation Specialists, I tend to hear a lot about Neil Patel and Adam Grant. So let’s try generating email copy in the style of Adam Grant.
In the “Brand/ Voice” field, enter the voice you’d like use or choose from some of our inspirational examples.
Tone
One layer deeper: what flavor of Adam Grant do we want to try? Do we want Adam Grant professional, Adam Grant conversational, or Adam Grant humorous? You can choose from our pre-existing options or you can enter your own tone keyword, like “audacious,” “inspirational,” “encouraging,” and maybe even something more adventurous like “flirtatious” or “sassy.”
In the “Tone” field, enter the tone you’d like use.
Language
Of course, you can’t forget your audience’s primary language. We currently support English and French with more on the way.
Message
Now you’re ready to input an example message. When developing a Message Test, one version should always represent your traditional approach to copywriting so you can compare what you’re currently doing to a new approach.
Instead of using Generator to write an email from scratch, for a Message Test we recommend writing a complete draft of your email body first and then pasting it into the Generator “Sample Message” field.
Click “Generate” and within a few seconds you’ll have new subject lines and a message body using the approach you selected in the customization fields.
Open or Click Rate?
When you design a Message Test, you should decide if you want to optimize the open rate (subject lines) or the click rate (message body). Subject lines will encourage a contact to open an email and the message body will encourage a contact to click.
We recommend focusing on one variable at a time and developing as many versions as you can depending on your audience size.
Iterate
If you don’t like any of the generated versions, click generate again or try new customization options. Maybe Adam Grant with a flirtatious tone isn’t working for you and it would be better to try Adam Grant with an encouraging tone. Or maybe you need a different voice and you switch to Neil Patel or Wired magazine.
Locking
If you like a version, you can lock it in place by clicking the lock button next to the version text. This will keep the version available when you generate new versions. Compare and contrast versions to learn what you like and don’t like.
Copying
You can easily share versions with a colleague to get their perspective. Simply click the copy button next to the lock and you can paste into an email or a document.
Message Testing
Ultimately, you’ll develop versions that are significantly different from each other. Once you’ve completed drafting and QA, you’re ready to set up your Motiva Message Test on a campaign canvas and launch to see the results.
Learn more about Motiva Message Testing and Generator.
