Customer lifecycle lead at tours and travel operator shares how a small investment into automating email subject lines has lead to an overhaul of all customer communications The decision to start small and gain quick email wins through AI-powered subject lines and content choices has given Virgin Holidays’ customer lifecycle leader the leadership buy-in to transform its entire communications approach. Virgin Holidays is a UK-based company providing a range of holiday packages and services to consumers online and through a physical store network.

Its customer lifecycle lead, Saul Lopes, told CMO the decision to bring on Phrasee’s AI-powered email subject line creation tool, as well as Movable Ink’s automated content software, was about gaining a quick way to improve process, automation and engagement around email marketing campaign and communications. With a small team overseeing marketing, there wasn’t a lot of opportunity to test creative, subject lines or variations of email.

In addition, compiling and approving creative and content was slowing down the email production process. With plans to overhaul its online user experience and grow digital sales to 50 per cent of revenue by 2020, it was clear Virgin Holidays needed to innovate its approach to email marketing, the second-largest generator of revenue for the group.

“When I joined the business, we had legacy IT systems and technology, and we wanted to change our approach and process,” Lopes said, noting Virgin Holidays has about 200 communication types and sends about 22 million emails annually. “I was looking for quick wins to supercharge our email marketing without infrastructure changes.

“Your subject line is your headline; it’s the first thing that attracts the customer. It was about bringing engagement up quickly without changing our systems.” Phrasee’s AI-powered software uses natural language generation and deep learning capability to automatically generate subject lines that adhere to brand style and guidelines. Read more from cmo.com.au…

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