Copywriting Strategies

Using ChatGPT with Singulate

Follow these steps to use ChatGPT (or your favorite AI provider) as a powerful companion for working with Singulate to add deeper content personalization and segmentation to your email marketing, and save hours and hours of time:

• Start with Strategy. Copy and paste the data of a contact’s profile in list insights as a sample and past it in ChatGPT. Tell ChatGPT about the campaign or automation you’re looking to create and to come up recommendations for possible audience segments, ideas for personalization, subject lines, and CTAs based on the sample contact data.
• Write the first draft. Ask ChatGPT to write the first drafts of your emails. Branch and personalize the content using Singulate’s features from there to tailor it to each individual from there.
• Scrape and/or summarize content. Use ChatGPT to summarize large amounts of publicly available data or your own content, such as transcripts, reports, landing pages, chats, and other sources of data - then paste this into the “Content to Summarize” section of your Singulated Snippets. Next, add writing instructions to further tailor the summarized content to each individual per your personalization strategy.

Focus your 40% of your time on the first sentence

Spend a huge portion of your time singulating or branching the opening sentences/content. Since it’s the “hook” you really want the personalization/relevance to be 💯 because if the opening is on point, then it’s more likely the recipient will keep reading the rest of the content.

Compound personalization

String together multiple data points into 1 smooth and naturally written sentence using a Singulated Snippet. Example of compound personalization:

Personalization should be invisible

• The best personalization doesn’t feel like personalization. It should just be a thoughtful, helpful piece of content for the recipient.
• If your personalization sticks out, fine tune your writing instructions and wow tags so that it is less obvious.

Use the “1:1 Test” to check tone

• Ask yourself, if I were writing to this person one-to-one, would I write it in this way? If not, chances are you could do more fine-tuning to make it sounds more natural.
• For example, you wouldn’t write: “As a Director of Marketing at Acme Coffee, Inc., I’m excited to invite you to this event.”
• Instead, create a model so that you are writing more directly and naturally to each person based on their role and company, such as: “We’re inviting director-level marketers with coffee experience to a special webinar this Thursday.”
• Another [simple] example is time zones and currency: you wouldn’t send a person an estimate or date and time if you knew where they were located, you would just send them the currency and date/time they’re in. Well, you can do that with Singulate at scale…

Use the “Blast Test” to check targeting

• Ask yourself, when you think you’re finished with a campaign in Singulate, how different is this content from the “blast” content that would’ve been delivered by another ESP? If the answer is it’s not too different, you could likely add more segmentation and personalization into the content.
• Try to use at least several branches or snippets in a campaign… wow tags are good, but you really want to make material changes so that the content itself is more relevant to each person.
• However, at the same time, you may only need to customize the beginning and end of a message - it all depends on your objective, content, and CTA.

Preview your campaign often to catch issues with flow

• With Singulate, you’re weaving together different segments, singulated snippets, and core messaging — sometimes you can accidentally repeat yourself or order ideas in a wonky way.
• To help maintain a natural and consistent reading experience, toggle on Preview often to see how your content flows when it’s stacked together.
• Click through several contacts and check for:
  
  • Do fallbacks and skips flow okay with the rest of the copy?
  • Do all segments and snippets flow naturally with the rest of the copy?
  • Are you repeating a data point too often, such as company name or job title?

Read your campaign through the eyes of a specific recipient and see if it flows well for them.

💡 Pro tip: Noticing an odd flow? A small but thoughtfully-placed transition word can do wonders to smooth things out. Try these:

• Btw,
• Also,
• Note:
• Fwiw,
• ICYMI:
• Last one:
• Side note:
• One thought:
• Speaking of —
• While we’re here:</aside>

Use Singulated Snippets to infer data you don’t have using the data you already do

…Such as personalizing the Ideal Customer Profile for each contact at scale.

Watch this video: