Predictive Subject Lines Coming To Adobe Marketing Cloud

Adobe recently revealed plans to release a new feature that predicts the best subject line to use in an email campaign by analyzing past consumer behavior.

In addition to suggesting the best content for subject lines, the tool predicts email open rates. A list of recommended words and phrases are suggested in a word cloud, with keywords highlighted in red that could alter the success of an email campaign. Additional product features include a library database of best email practices and successful campaign results. 

Patrick Tripp, senior product marketing manager at Adobe Campaign, says that even the smallest content changes can have an exponential affect on email engagement. For example, engagement rates jump when "new" is exchanged for "brand new" in an email subject line.

Adobe’s new predictive feature us currently polarized between negative and positive sentiment, but it isn’t a stretch to consider the future benefits of predicting the way a consumer will engage with a marketing message as Adobe’s machine learning algorithms become more powerful with use.

“Consider the impulse purchase,” says Tripp. “What drives that? It goes to a deeper psychology level -- understanding the implicit motivation of consumers.”

Predictive email subject lines will be in beta for Adobe Campaign Standard customers in the third quarter, and Tripp predicts the full solution will likely be available in the fourth quarter for the busy holiday marketing season.

 

 

 

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