A lot of brands leverage email newsletters to build audience and drive engagement, but most aren't doing this as well as they could.
The sad fact is, newsletters are a great marketing tool, but many marketing teams treat them as an afterthought or don't have the time to make a newsletter really drive value for an audience.
An AI-powered company hopes to change that.
rasa.io gives companies the ability to create individually personalized newsletters with AI. These newsletters increase reader engagement, because they provide content tailored to a subscriber's individual preferences. And the data generated by these newsletters allows brands to better understand what readers want.
We spoke with Jared Loftus, Chief Revenue Office at rasa.io, to learn more.
In a single sentence or statement, describe your company.
We give businesses a way to provide a real benefit regularly and relevantly to everyone on their email list with newsletters that engage through individually curated content.
How does your company use artificial intelligence (i.e. machine learning, natural language generation, natural language processing, deep learning, etc.)?
We synthesize several AI techniques to curate content and personalize it for each reader. The techniques we utilize include natural language processing (NLP) and several deep learning methods along with traditional machine learning.
AI is used for both curation and filtering of content from sources and for the personalization of each individual email that goes out. Some examples include the selection of each individual piece of content for each reader, the placement of the articles, and the subject line selected for each reader.
What are the primary use cases of your solution for marketers and sales professionals?
Automated lead nurturing with regular and relevant content sent via email.
What makes your company different than competing or traditional solutions?
Our solution offers more personalized, better lead nurturing and better relationship building between business and customer. It saves massive amounts of time by collating content automatically for the sender. And it saves tons of time with mass personalization, would take ages to select and custom create an email for everyone on your email list.
Are there any minimum requirements for marketers to get value out of your AI-powered technology? (e.g. data, list size, etc.)
No minimum requirements, though it's best that we are not the first email software that the user is trying. It's not quite an intermediate level use, but it's not ideal for a very early stages beginner.
Who are your ideal customers in terms of company size and industries?
We work well with small and large company sizes. It doesn't matter the size of the email list—100 to 100,000—everyone gets a custom curated newsletter. It's great for small teams that need more automation because they don't have time to spend on email marketing. And it's great for large teams that have huge lists and want to step up their personalization game.
What do you see as the limitations of artificial intelligence as it exists today?
While we are already seeing fantastic results such as a doubling of open rates and 5x or greater increase in click rates with our current AI, this is just the start.
For example, right now, we are using the content from the publisher to generate newsletters that include publisher-provided descriptions of each article. Our goal is to use the emerging field of natural language generation (NLG) to generate a per-user brief that stitches together a summary of all of the articles that were selected for that specific user.
At the present time, AI-driven text summarization and aggregation of this type of goal is still very rudimentary and not ready for prime time, but it is rapidly evolving.
On a different note, we are a socially focused company centered on our core purpose “to better inform the world." Each of our decisions is driven by the priority of ensuring that users are in fact being helped by the work our AI is doing. The limitations and challenges we see today with AI in this context are that not all of the companies and users of the tech share this perspective and there will be some interesting upcoming ethical and regulatory issues arising for everyone in the field.
What do you see as the future potential of artificial intelligence in marketing and sales?
AI has the ability to deliver more personalization and automation, which creates a better UX for all businesses.
Any other thoughts on AI in marketing, or advice for marketers who are just starting to explore the possibilities of AI?
Don't be afraid to try something new - you will be pleasantly surprised at the wide capabilities of AI in marketing today.
Paul Roetzer is founder and CEO of Marketing AI Institute. He is the author of Marketing Artificial Intelligence (Matt Holt Books, 2022) The Marketing Performance Blueprint (Wiley, 2014) and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing AI Conference (MAICON).