Mountain Warehouse uses Dotdigital's WinstonAI to increase email open rates to over 40%
Do not underestimate the power of the email headline
Every marketer faces the challenge of creating attention-grabbing headlines for email campaigns that increase the likelihood of their customer communications being opened. The team at Mountain Warehouse spent excessive amounts of time brainstorming, attempting to come up with fresh and compelling subject lines and pre-headers. Jess Dunne at Mountain Warehouse explains: “We often found ourselves struggling with repetitive language, which limited our creativity and the overall impact of our emails.”
Using generative AI to improve customer engagement
Mountain Warehouse turned to WinstonAI from Dotdigital to help solve its writer’s block. The WinstonAI engine is a tool developed by Dotdigital to help retail marketers reduce workload, spark creativity, and unlock new revenue opportunities. It uses powerful generative AI that not only creates and recommends subject lines that will prompt a reaction from customers, but also monitors and learns from the results. What’s more it removes the potential for typos and grammar errors that can have a negative impact on the perception of a brand.
Jess Dunne states: “WinstonAI has been an incredibly valuable tool as part of our campaign creation. It gives us access to a wide range of features that have significantly enhanced our content generation process.”
Jess Dunne, Email MarketingThe improvement in results show how effective AI can be, as part of the creative content generation process. WinstonAI is helping us to stay one step ahead and we are excited to see how Dotdigital develops the technology next.
Staying one step ahead of the competition with creative content
“The suggestions produced by WinstonAI have been a game-changer. It is allowing us to create more engaging and varied content without sounding repetitive or stale,” adds Jess Dunne. “It has saved us time and boosted the creativity and effectiveness of our campaigns.”
It isn’t only the copywriting that Mountain Warehouse has been able to optimise. Using A/B testing, it can determine the best lifestyle imagery to display in emails sent to specific customer segments and the ideal order in which content should be presented to maximise engagement and impact.
Before using WinstonAI, Mountain Warehouse typically expects email open rates in the region of 35% However, two campaigns that used subject lines generated by the Dotdigital tool achieved impressive improvements in open rates of 49.56% and 50.71%.
