ChatGPT vs. a Retention Marketer!

Today, effective communication is paramount for businesses, especially in the digital world where human interaction is limited and competition is fierce. How, where, and when a brand communicates with its audience has become critical in building a loyal customer base, differentiating from competitors, and meeting evolving customer needs.

The tone of voice a brand uses sets the foundation for an effective dialogue between the brand and its audience. It's how customers instinctively recognize the brand personality and the way they are addressed, which significantly impacts their perception of the brand as a whole.

Consumers now expect clear, consistent, and personalized communication across channels, and this is where AI-powered content creation tools like ChatGPT come into play. Despite being in the early stages, ChatGPT and other AI tools have gained significant hype among marketers for providing insights into consumer behavior, copywriting, and content ideation.

By leveraging AI and natural language processing, eCommerce businesses can use ChatGPT to create personalized and effective marketing strategies.

However, the question remains: how well does ChatGPT align with a brand's tone of voice?

To assess this, we asked ChatGPT to create copy for various brand scenarios and compared them to email campaigns done by the Retention Marketing Team at Avex.

Talia Di Napoli Game Day Email

The retention team at Avex brings Talia Di Napoli from Naples straight to consumers’ inboxes. We work together with the brand monthly on multiple Klaviyo campaigns and flows as well as Attentive SMS campaigns and put careful attention into designing and copywriting emails, sms, and popups to make each the most appetizing one yet! By building Talia’s email automation strategy from the ground up, the brand saw a 144% increase in flow revenue compared to last year.

Our strategy involves event-based email campaigns that reflect the brand’s identity and bring its key products closer to the heart of its audience. One such campaign is the Game Day email for March Madness.?

We asked ChatGPT to “Write a creative game-day email campaign for a DTC pizza brand, Talia Di Napoli, featuring relevant products and a 20% BIGGAME discount code”:?

ChatGPT draws important information about the brand and its unique propositions, places the discount code in a game-spirited manner, and even encourages community engagement on social media. For that, AI and natural language processing is applauded. What ChatGPT doesn’t do is feature Talia’s playful tone of voice and highlight the product most relevant to the event.?

Tag Heuer Connected Calibre E4 Watch launch Email

From design concepts to copywriting, Avex supports the luxury watch brand, Tag Heuer, on multiple monthly email campaigns in alignment with the brand’s campaign calendar. One such email was the announcement of Tag Heuer’s new Connected Calibre E4 watch.?

We asked ChatGpt to “Write an announcement email for the new Tag Heuer Connected Calibre E4 Watch highlighting its features and available sizes”:

Once again, ChatGPT does a notable effort in drawing relevant information about the brand and the product. However, with too much information being given away, the copy is rather text-heavy and unstructured failing to meet today’s consumer expectations of easily digestible content.

Hugo Boss Latest Drops Highlight Email

Hugo Boss is one brand that displays a cohesive tone of voice across all of its communication channels; elevated and inspiring, yet, clear and concise. Our retention team has worked with Hugo Boss on multiple campaigns, including their collaboration with the NBA, delivering high-quality creative, copy, and planning for multiple campaigns.

We asked ChatGPT to “Write an email for Hugo Boss highlighting the latest drops from Boss Performance”:

While Hugo Boss’ tone of voice features bold declarations to convey confidence and performance that becomes more personal and inviting in email communication, the copy suggested by ChatGPT falls short of delivering on that.

While the advancement in technology and the role of ChatGPT in shortening the path to task completion is undeniable, it’s still in the very early stages. Whether or not AI will replace some of the future workforce is up for debate. For now and given the technology’s limitations when it comes to context, originality, and creativity, that’s highly unlikely.?

The main goal of the above comparisons is to display empathy, human touch, brand individuality, and freshness that machine learning cannot replicate. Yet.?

In eCommerce, a copy has become more than a string of words; it’s the cornerstone of customer-brand relationships and the principal brand-building instrument. At Avex, our retention copywriters have extensive knowledge of displaying each brand’s distinctive tone of voice cohesively in its marketing communications including email and SMS. Viewing copywriters as content architects instead of authors can go a long way in increasing your brand’s affinity, customer satisfaction, product discovery, and overall brand success in the online space.?