• by Jess Nelson , September 27, 2017

Customers of the Bronto Marketing Platform, an Oracle solution, can now leverage Persado’s predictive insights to boost the effectiveness of their email campaigns.

Oracle + Bronto and Persado announced a strategic partnership on Tuesday, revealing plans to integrate Persado’s predictive technology into the Bronto Marketing Platform. Bronto customers will now be able to use Persado’s AI-enabled technology to predict email subject-line performance.

Persado offers predictive analytics, but its specialty lies in pinpointing how customers react to content emotionally. The New York-based company uses machine-learning algorithms to identify the type of language that resonates best with consumers, and utilizes these insights to improve digital marketing campaigns spanning email, SMS, and social media ads. The company claims that its customers, including Citi, American Express, Microsoft, and Verizon, see an average lift of 49.5% in conversions across marketing campaigns.

Persado will be integrated directly with the Bronto Marketing Platform, allowing customers to leverage its predictive technology by simply clicking a button within the Bronto dashboard. By clicking that button, users can quickly benchmark their own email engagement against industry data, learn what types of emotional languages customers respond best to, and edit content to inspire alternative emotions that might resonate better with customers.

Oracle + Bronto is a cloud-based marketing automation solution catering to retailers and powering the email campaigns of brands like Timex, Lucky Brand, Theory, and Ashley Homestore. Bronto Software was acquired in 2015 for $200 million by NetSuite, which was then itself acquired by Oracle last summer for $9.3 billion.