What you should know and how you can make a difference.
We all know Large Language Models like GPT and Claude can make your email copy clearer and concise but, more than an editing tool, Generative AI (Gen AI) can help you automatically get value from the vast amount of unstructured data sitting around collecting dust in your databases.
Unstructured data is anything that can’t easily fit into a spreadsheet, like word documents, emails, landing pages, videos, images, audio files, etc. Until now, unstructured data has been difficult, and in some cases impossible, to automatically analyze using traditional computing approaches. Professionals can manually read and share this information but computers can’t make sense of it at scale.
MIT estimates that between 80-90% of an organization’s data is unstructured, which means we’re all sitting on a wealth of untapped information that could be incredibly valuable in improving business results.
At Motiva, we believe tapping into unstructured data is the real promise of Gen AI like Large Language Models. These models have the promise of analyzing text, images and even videos at a massive scale and speed, turning an impossible manual effort into the work of a few minutes.
What Type of Email Copy is Most Engaging to a Segment of Contacts?
Let’s look at a real world example to illustrate our point. Conducting the manual analysis to answer the question above is incredibly time consuming. Let’s think about what it would take…
Isolate a group of contacts in the form of a segment.
Track down all the emails you’ve sent to the segment in the past.
Gather all the email performance data (open rates, click rates, click-to-open rates, unsubs, etc.)
Organize the data to find the top and worst performing emails.
Analyze each email (unstructured data) and record your findings in a document that can be shared with copywriters.
Oversee the copywriters to ensure they are incorporating your findings into their new email copy to increase engagement.
Realistically, considering everything else you have to do, this is the work of several weeks and maybe even months.
Motiva can automatically answer this question in our Persona Report with a few minutes of processing time.
Persona Voice
Our Persona Voice feature is an excellent example of using Gen AI to make sense of unstructured email data and improve business results. The Persona Report can automatically analyze a group of contacts, find the email copy that engaged them and use Gen AI to automatically analyze those emails. The result is a style guide to better engage the contacts in the future.
The style guide can be shared with copywriters or it can be easily used in Motiva Generator to automatically adapt email content to be more engaging for a specific audience.
In just a few minutes, we can answer valuable questions that weren’t feasible to answer. Learn more about Persona Voices.
Imagine the possibilities. You care about your business results. What questions do you want to answer to make an even bigger impact?
