Subtle Changes to Marketing Language Have Significant Impact on Campaign Performance, Persado Analysis Finds

Differences in engagement can reach as much as 400 percent between
top and bottom performing marketing messages

NEW YORK–(BUSINESS WIRE)–lt;a href=”” target=”_blank”gt;#AIlt;/agt;–Persado, the leader in using AI to generate the best-performing
marketing creative harnessing the power of words, today released
findings of its inaugural report, “The write stuff: how CMOs can use AI
to develop data-driven marketing creative,” on stage at Shoptalk 2019.
At a time when retail marketers must leverage science instead of
guesswork to craft digital marketing creative that stands out from the
noise, this first-of-its-kind analysis explores how and why language
impacts the performance of marketing campaigns across industries and

Persado examined more than 8.3 million marketing messages across four
key industries (retail & e-commerce, financial services, technology and
travel & hospitality), which reached a combined 2.4 billion customers
through six marketing channels (web pages, social media, display ads,
SMS, email and push notifications). The results show that subtle shifts
in marketing language can have a dramatic impact on brand engagement and
revenue performance, with differences between the best and worst
performing messages totaling as much as 400 percent. In retail and
e-commerce campaigns, for example, some words used to describe products,
services, discounts and offers increase engagement more so than others:

  • Consumers are more likely to engage with messages that vaguely convey
    product pricing (“get it for less”) compared to messages that call out
    specific prices (“get it for $25”). Additionally, using the word
    “complimentary” instead of “free” can increase engagement by as much
    as 21 percent.
  • When encouraging consumers to act quickly, messages about limited
    quantities (“while supplies last”) are more effective than those about
    limited time (“before it expires”). However, phrases like “ends today”
    can generate as much as 49 percent more engagement than “online
  • When sharing promotions with consumers, quantitative offers
    (“discount”) perform better than words about qualitative offers
    (“deal”). Further, using percentages (“45% discount”) drives on
    average 23 percent more engagement than specific dollar amounts (“over
    $100 savings”).

Assaf Baciu, Persado Co-Founder and SVP of Product & Engineering,
introduced these findings during a 2019 Shoptalk session on using
artificial intelligence to understand human emotion, expressing that
retail marketers can leverage data-powered technology to drive revenue
and connect with customers.

“In an era of data-driven decision making, the expectation of retail
marketing teams to deliver positive ROI on every campaign is rising to
new heights. Forward-thinking CMOs know they must make their marketing
creative as accountable as every other aspect of the businesses they
serve,” said Baciu. “Persado’s analysis demonstrates the deep level of
quantitative and qualitative language insights marketers need to
confidently craft campaign creative in today’s ecosystem.”

Additionally, the report explores how much each of the six dimensions of
a marketing message, including emotion, description, formatting,
positioning, and call-to-action, contribute to overall campaign
performance, as well as how those trends change across channels. Key
findings include:

  • Language prompting a call-to-action is the most influential factor
    contributing to campaign performance on email bodies (40 percent),
    display (32 percent), and web pages and banners (48 percent). However,
    it is the least influential factor contributing to performance on
    email subject lines (8 percent), with other elements like emotional
    language (57 percent) inspiring consumers to engage instead.
  • Descriptive language about products, services, discounts and offers
    has the greatest effect on SMS campaign performance (35 percent). This
    language also significantly consistently contributes to campaign
    performance on email subject lines (24 percent), display (20 percent),
    email bodies (17 percent) and Facebook (17 percent), suggesting that
    marketers can quickly increase campaign performance by pinpointing the
    descriptive language most likely to resonate with their audiences.
  • Formatting contributes to nearly half (44 percent) of the performance
    of ads on Facebook, and emotion contributes to another 40 percent.
    Stylistic elements like emojis, symbols and imagery, combined with
    emotional language, together can help catch the consumer eye in an
    increasingly crowded newsfeed.

This analysis comes in the wake of the company’s launch
of Descriptive Insights, the latest addition to Persado’s comprehensive
suite of marketing analytics capabilities. With Descriptive Insights,
Persado gives customers unmatched knowledge of how specific words and
phrases related to product classifications, promotions, offers and
services influence marketing campaign engagement.

For more information about Persado or to schedule a demo, please visit

About Persado

Persado is reinventing digital marketing creative by applying
mathematical certainty to words, the foundational DNA of Marketing. By
unlocking the power of words, companies win every digital marketing
moment, experiencing dramatic new levels of brand engagement and revenue
performance. CMOs from the world’s most valuable brands rely on Persado
to generate in a dramatically new way to unlock the power of words and
emotionally engage consumers, one by one, moment by moment at scale.

The Persado Message Machine uses sophisticated AI, data science,
computational linguistics and machine learning to generate the perfect
message for every campaign by leveraging the world’s most advanced
marketing language knowledgebase of more than one million tagged and
scored words and phrases. Marketers gain full visibility with
quantifiable results and data-driven insights to identify the trends and
emotional language that win every moment in the customer journey while
ensuring the marketing message always reinforce brand voice.

For more information about Persado or to schedule a demo, please visit, and follow Persado on Twitter.


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