Most email tests tell marketers what worked when the campaign ends. Claritas wants to use these signals while there is time to change the campaign.
The company launched Email Advantage, an email capture product that adjusts audience targeting as conversion data comes in and tests multiple subject lines across audience segments instead of picking one winner for the entire list.
“Most capture email programs pick a subject, send it out to everyone, and hope for the best,” Quinn Jalli, senior vice president of email and digital products at Claritas, told MarTech. “Email Advantage continues to learn throughout the campaign, matching the right subject line to each audience segment and adjusting targeting as conversion data comes in.”
Testing continues to run after launch
Email Advantage aims to start with structured test deployments, analyze response data after each send, and use those results to refine targeting before a broader rollout. Claritas says its AI-powered audience capability uses conversion data to determine which people to target as the campaign continues.
The subject line test works the same way. Instead of declaring one variation the overall winner, the system evaluates how different segments respond and applies different subject lines accordingly.
This gives the AI two tasks during the campaign: refine the audience and select from approved variations of the object.
“Marketers get better results while the campaign is still running, not just the next one,” Jalli said.
The hope is that this approach will improve acquisition outcomes. The key test is whether such adjustments produce incremental conversions.
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The same audience goes beyond email
Claritas is also extending the same definition of audience to email, digital and social campaigns. Automated triggers can activate coordinated emails and digital activities when new data or engagement signals appear.
“Email is one of the most direct ways to reach a prospect, but it works best when it’s part of a bigger picture,” Jalli said. “With Email Advantage, marketers can use the same audiences across email, digital and social and see through multi-channel attribution how each touchpoint contributes to a conversion.”
This gives more weight to the level of identity beneath the campaign. Claritas says Email Advantage uses identity graph and email-to-consumer resolution to create audiences from highly reliable identity matches.
