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 is a platform that uses AI to generate personalized “Smart Newsletters.”
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.
rasa.io is an AI platform that generates personalized, Smart Newsletters and automates the newsletter production process, dramatically increasing reader engagement, and providing rich insights back to the brand.
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 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?
We see AI as enabling marketers to create extremely targeted communications and market to a “segment of one.” We also see AI as the tool that allows marketers to free up their time in order to redirect resources to creative processes that AI is not yet as useful for.
For example, when it comes to a Smart Newsletter, if marketers no longer have to hand-curate emails, they can free up resources to write meaningful original content their readers want to consume and let the AI automate the rest.
What are the primary use cases of your solution for marketers and sales professionals?
The primary use case is to send out a smarter newsletter that drives far higher engagement and creates a great reason for people to “Sign Up” even if they’re not interested in the products or services of the company right away. You can begin reaching higher up the funnel to start building an audience.
In addition, the data that is captured by our AI and used to personalize the content can also be used by the organization in several ways.
A marketing example includes using the data to plan an original content calendar that you know is aligned with the interests of the readers. Marketers can also pull data derived from the platform back into their CRM or marketing automation platform to initiate sequences for specific individuals based on their reading habits.
Who are your ideal customers in terms of company size and industries?
Smart Newsletters can be used across industries, for any size organization. Our product is ideal for organizations that want to stay in front of their audience on a regular basis by way of delivering them important content related to their industry along with their own original content.
What makes your company different than competing or traditional solutions?
A newsletter is an extraordinarily meaningful way for an organization to communicate with their audience. Unfortunately, oftentimes the job of creating a newsletter is written off and not taken as seriously as it should be. This could be because people don’t realize how direct of a return this communication can have and also because of how time consuming it can be to create.
The other problem with newsletters in their traditional form is they are largely self-serving, they nearly always talk about what is new with the company in terms of products or services. Consumers today want to hear more than that.
Brands have an opportunity to augment their original content with high quality content that is interesting to their readers and turn their newsletter into a valuable frequently read resource for their audience.
rasa.io Smart Newsletter personalization and automation allows marketers to create newsletters efficiently, and in the most effective way possible, as each recipient receives a compilation of personalized news specifically for them. We typically see a 2x or greater increase in open rates and 5x or greater increase in click rates.
Any other thoughts on AI in marketing, or advice for marketers who are just starting to explore the possibilities of AI?
Do not feel intimidated about the prospect of exploring the world of AI. Your first AI experiment does not have to impact all of your marketing processes. Rather, you can start small to see what works for your team.