• by Ray Schultz , April 20, 2018

Yotpo, provider of a content-marketing platform, is collaborating with Oracle Bronto to help marketers add user-generated content to their email campaigns. 

The arrangement will allow Yotpo to infuse star ratings and reviews into ecommerce product catalogs.

Machine learning determines which reviews are deployed, using algorithms to pull the top performers. This is based on score, content length, recency, engagement and sentiment analysis, the firm says.

The object is to “boost product recommendations, upsells, and cross-sells by programmatically displaying the highest ratings and testimonials in email campaigns,” states Yotpo CEO and co-founder Tomer Tagrin.

The service also allows users to enhance their email lists with user-generated content data, and to create new audience segments based on that information.

Yotpo claims that user-generated content can improve conversions by up to 166%.