• by Ray Schultz , Columnist, June 14, 2024

Movable Ink has added three new features to its Da Vinci personalization engine: Creative IQ, Messaging IQ, and Performance IQ.

The goal is to help brands “engage their full customer files and boost revenue while optimizing for brands’ unique business objectives,” says Vivek Sharma, co-founder and CEO of Movable Ink.  

The new offerings are part of the firm’s effort to revitalize global batch messaging programs so that they curate content for each customer.

In addition, Movable Ink is set to roll out native integrations with email service providers Braze, Zeta, Epsilon, and Iterable, to join those it has with Salesforce, Adobe, Oracle Responsys, Acoustic, Cordial, and Cheetah Digital (Marigold).  

Movable Ink claims that the new components do the following:

• Creative IQ — Da Vinci leverages AI to curate content for each customer based on their tastes, preferences and motivations, and for subject line generation and other creative tasks.  
• Messaging IQ automatically controls when and how often a customer receives messages based on likelihood of engagement while minimizing message fatigue. 
• Performance IQ features enhanced analytics and reporting tools that track creative asset effectiveness, audience trends, and engagement metrics, while eliminating Messaging IQ — this automatically controls when and how often a customer receives messages based on likelihood of engagement while minimizing message fatigue. 

“Capturing customer attention is more challenging than ever,” Sharma says.

“Click-through rates hover around a mere 2%; Batch messaging programs must do better to engage their entire customer base and drive bottom-line metrics,” she adds.