Predictive marketing and emotions in an Easy Jet email marketing campaign

The following is an Easy Jet success story that shows, from the hand of Havas Helia and toneapi's technology, such as the analysis of the relationship between click through rate and the emotions evoked by the text, can be an effective way to predict user behaviour.

The starting point was to explore the connection between emotions and email behaviour (the click through rate) for Easy Jet's transactional emails. First, 30 email templates that had been used to impact millions of users were analysed. The analysis was based on the so-called "Emotionally Intelligent Insights". This involves the application of artificial intelligence algorithms to the analysis of texts (written and emoticons) and the subsequent connection with emotions such as love, hate, anger, surprise, trust, etc...

Once the analysis was carried out, the level of "emotionality" evoked by the emails was related to the click through rate obtained in each case. What was discovered was that emails with a higher level of "emotionality" in the content, the click through rate was also higher.. In addition, the sentiments that generated a higher click through rate were detected, which allowed us to predict that emails with content evoking those same sentiments would have a higher ctr, and so they did.
For example, an email reminder of check-in completion that included emotionally evocative text that the predictive model had determined increased the click through rate from 13.4% to 23.7%.
We see on the one hand, that nowadays there are technologies that make it possible to relate data (text) with emotions, and secondly, the possibility of using this approach to predict what kind of campaigns will be best to achieve the desired results. This is a clear example of how Email Marketing is incorporating advances in other areas and generating better results.. Email marketing as a discipline is not an "island", but something transversal and complementary to many others.