Who will prevail? — Stripo.e mail

The rise of synthetic intelligence writing instruments makes human content material writers really feel anxious about their careers. Superior AI-powered applications create distinctive and well-researched content material in a blink of an eye fixed, from articles to social media posts. Synthetic intelligence can’t get drained and doesn’t have to beat author’s block or endure from a scarcity of concepts.

So how can copywriters compete with such a strong resolution? Do seasoned content material writers have expertise that AI can’t replicate? How are you going to flip AI into your ally as a substitute of your rival? 

Right here we requested ChatGPT to create varied content material varieties to test whether or not it may have sufficient impression on the important features of e mail advertising and marketing. We additionally shared some methods to make use of AI-powered instruments that can assist you produce extra compelling content material. 

ChatGPT: work rules, advantages, and points

AI-powered content material writing instruments are skilled on huge volumes of textual content information over the Web. For example, ChatGPT works as a chatbot and responds in real-time after you ask it to finish a selected activity — generate a weblog put up, product description, social media put up, define for an article, and many others. 

When you create a request, the software splits it into separate phrases and analyzes them. Skilled on 570 GB of datasets and 300 billion phrases, ChatGPT predicts essentially the most appropriate reply and generates the output reply. 

After analyzing an enormous quantity of knowledge created by human writers (books of varied genres and kinds, articles, experiences, whitepapers, and many others.), this system identifies explicit patterns and offers human-like solutions.

(Supply: OpenAI)

Advantages of ChatGPT for e mail advertising and marketing content material creation

1. Environment friendly and scalable software for human copywriters 

ChatGPT can generate a 1500-word weblog put up in a couple of minutes in comparison with the 4-6 hours a human author require to conduct analysis, confirm the data, and write textual content. For example, AI-powered instruments could turn out to be useful when a trending subject seems, and also you wish to write about it sooner than your opponents. 

What’s extra, ChatGPT is a extremely scalable resolution that learns from its errors (however nonetheless repeats them typically) and might align along with your model voice. The extra model info you share, the sooner ChatGPT can generate related content material. For instance, you possibly can prepare this system to reply widespread questions on your group by providing detailed details about your services or products. 

2. AI writing assistants are a cheap and dependable resolution

Robots don’t require huge paychecks and might’t request a sick depart proper earlier than an necessary launch. What’s extra, the essential model of ChatGPT is free for everybody. If you’d like this system to be obtainable when demand is excessive or want sooner response velocity, you possibly can at all times improve to the paid subscription plan ($20 per thirty days). 

3. Robotic writers may also help overcome author’s block

Should you produce written content material, you most likely know all concerning the inventive droop and clean web page nervousness. Effectively, AI may also help you overcome it by producing content material concepts or offering detailed outlines.

Problems with ChatGPT for e mail advertising and marketing content material creation

1. Uncertain high quality and lack of fact-checking in comparison with human writing

Let’s be sincere, you possibly can’t make groundbreaking discoveries in e mail advertising and marketing through the use of AI writing instruments. For now, machines analyze content material from on-line assets related to your immediate and course of it to create a brand new textual content. Such content material received’t be thought-about plagiarism by plagiarism detection software program, however these texts nonetheless don’t present extra worth or supply distinctive insights for your small business. 

One other problem it’s possible you’ll face when utilizing AI is fact-checking. When human content material writers work on their texts, they often spend a while verifying the data by analyzing many reliable assets. AI instruments be taught from what’s on the internet, the place you will discover numerous misinformation. ChatGPT generates well-structured texts and offers convincing arguments, however it could possibly nonetheless be inaccurate. 

What’s extra, if you wish to use ChatGPT to collect precise statistics, you will discover another downside right here. I requested it to point out me some e mail advertising and marketing stats for 2022, and it turned out that ChatGPT has entry to information from 2021 and earlier. This system additionally doesn’t present hyperlinks for statistics (in comparison with Microsoft Bing AI primarily based on Open AI’s ChatGPT), so you continue to must do some fact-checking by yourself to make sure this information is up-to-date and correct.

2. Google marks AI-generated content material as spam in search engine outcomes pages

In line with John Mueller, Google’s Search Advocate, texts generated with the assistance of AI writing instruments are thought-about spam. He recommends writers profit from AI by changing into extra environment friendly of their writing, proofreading texts, and checking spelling or grammar as a substitute of producing content material from scratch. 

Ensure you comply with the E-E-A-T requirements (experience, expertise, authoritativeness, and trustworthiness) whereas modifying texts generated by AI-powered instruments to achieve Google’s belief. 

There are many free and paid AI detection instruments on the market. I requested ChatGPT to put in writing an Instagram put up and used two free random detection instruments to test if my content material was generated robotically.

Listed below are the outcomes:

(Supply: GPT-2 Output Detector)

(Supply: Author.com)

As you possibly can see, AI detection software program can establish whether or not your textual content was written by a machine. I like to recommend you watch out with AI-generated content material — don’t use it to create your complete piece from scratch, take note of modifying, and select one of many quite a few detection instruments to make sure your textual content is genuine and has a human component.

3. Lack of information and creativity whereas creating content material

When human content material writers create any textual content, they depend on their viewers’s wants, knowledgeable business information, empathy, real-life experiences, modern concepts, and extra. AI writing instruments make the most of current content material created by thousands and thousands of writers to generate new textual content. That’s why such content material appears generic and doesn’t enchantment to your viewers.

Totally different e mail advertising and marketing content material varieties created with synthetic intelligence: our insights

We requested ChatGPT to create varied content material varieties: weblog articles, e mail topic traces, social media posts, and e mail template pages. Then, we in contrast the outcomes with human efficiency.

1. Weblog article

Right here we used ChatGPT on the instance of our weblog article “Well mannered follow-up e mail pattern for a request” written by our human author. A content material author from our group spent eight hours creating this 2200-word article. 

Take a look on the listing of duties included on this timeframe:

• conducting analysis;

• producing an in depth define;

• writing the article itself;

• including visible content material; 

• doing website positioning optimization;

• modifying and proofreading. 

I used the identical subject to create a weblog article with the assistance of ChatGPT and examine the outcomes. It turned out {that a} immediate like: “Please write me a 2200-word article on [Topic name]” is just not an ideal concept. After 300-400 phrases, I seen some structural points — the bot began to repeat itself and construct sentences that appeared virtually the identical. 

By making an attempt varied strategies and prompts, I picked essentially the most appropriate stream:

• supply ChatGPT texts out of your web site and ask it to research them for the tone of voice. Then request to use this tone of voice to all future responses;

• ask the bot to generate optimized key phrases on your subject;

• request to create a weblog define primarily based on the generated key phrases;

• ask ChatGPT to edit sure define sections if crucial;

• now it’s time to ask this system to fill the sections with content material (fill every part one after the other to keep away from structural points. Edit if crucial);

• work on website positioning optimization;

• add visuals;

• edit and proofread. 

Time spent: human content material author — 8 hours; ChatGPT — 7 hours. 

Outcomes: I spent seven hours making a weblog article with ChatGPT in comparison with eight hours the human content material author spent. However nonetheless, working with the AI software required numerous modifying and rephrasing prompts to get ample outcomes and add a human contact to your content material. ChatGPT creates respectable e mail samples although, so you should use it to save lots of time.

2. E-mail template class web page 

In our e mail template pages, you will discover responsive templates and ideas and methods for quite a few e mail varieties, seasons, industries, and options. We additionally add some details about the Stripo editor and methods to take advantage of out of it. Right here we want texts that embody Stripo performance and manuals for our customers. 

Now, right here is the place an issue emerges: even after we “feed” ChatGPT tons of details about Stripo, it nonetheless can’t describe the editor’s options the best way our copywriters do. 

Our content material author spent three hours creating the e-mail template web page. 

Take a look on the listing of duties included on this timeframe:

• conducting analysis;

• producing an overview; 

• writing the textual content itself (ideas and methods, manuals, Stripo options);

• including photographs (e mail templates and screenshots from the editor); 

• doing website positioning optimization;

• modifying and proofreading.

Then we tried to generate textual content for a similar e mail template web page with ChatGPT. 

Right here is the stream we used:

• conduct key phrases analysis;

• request ChatGPT to create an overview primarily based on the mandatory matters and offered key phrases. Edit if crucial;

• ask this system to fill the sections with content material;

• edit texts;

• describe Stripo’s performance and add manuals to point out methods to use the editor (with out ChatGPT).

Time spent: human content material author — 3 hours; ChatGPT — 3 hours.

Outcomes: ChatGPT creates somewhat generic texts for e mail template pages that may be appropriate in the event you simply begin filling your web site with content material. In our case, the bot couldn’t describe all of Stripo’s technical options or supply tailor-made manuals to show customers methods to use the editor to the fullest. Because of this, creating an e mail template web page with ChatGPT took three hours — the identical period of time our human content material author spent penning this content material from scratch. 

3. E-mail topic traces

Our e mail marketer cut up the viewers 50/50 to run an A/B check. The primary group obtained an e mail with Stripo information outfitted with a topic line created by a human. The second group bought the identical e mail however with a topic line generated by ChatGPT.

Human topic line: What’s new in Stripo? Discover out in our digest.

AI topic line: [News from Stripo] All of the Newest Information, Blogs, E-mail Templates, and Releases. 

Open fee: human e mail marketer — 29%; ChatGPT — 28.4%.

Outcomes: ChatGPT is a superb software for creating short-form content material like topic traces. It generates varied choices so you possibly can choose the proper one and presents related emojis.

4. Social media posts (for private branding)

For this experiment, we used ChatGPT to create posts for our CMO’s LinkedIn account, the place he shares his expertise and helpful insights on advertising and marketing. Right here we offered the bot with a draft put up about utilizing AI instruments for a advertising and marketing technique. 

Right here is the draft put up:

Normally, our CMO writes weblog posts, and human writers polish these texts to make them extra structured, shorten some sentences, and proper all typos. This time, we requested ChatGPT to work on the unique put up. 

Right here is the outcome ChatGPT supplied:

Outcomes: it turned out that ChatGPT is a superb assistant that may rework a bunch of your concepts right into a well-structured and error-free social media put up with the mandatory tone of voice and related emojis in a couple of seconds. 

Our SMM supervisor additionally makes use of ChatGPT to get concepts for distinctive posts for each platform to keep away from cross-posting. The bot is a good assist to make texts extra participating and add catchy call-to-actions.

The hot button is to work in your prompts — present context, use references and examples if crucial, specify the size of your put up, and outline the tone of voice.

5. Glossary

In our glossary, you will discover primary phrases regarding e mail advertising and marketing. As a substitute of the inventive texts we examined above, right here we want extra technical and academic content material. For this experiment, we took the phrases “Affiliate marketing online” and “Dynamic e mail.” 

The primary entry was written by our content material author. She spent 3.5 hours creating this piece. 

Take a look on the listing of duties included on this timeframe:

For the second entry, we used ChatGPT after which edited its solutions. 

Right here is the stream we used:

• conduct key phrases analysis;

• ask ChatGPT to generate an overview primarily based on the mandatory matters and offered key phrases. This step saved us half an hour;

• ask this system to fill the sections with content material;

• edit texts.

Time spent: human content material author — 3.5 hours; ChatGPT — 3 hours.

Outcomes: ChatGPT saves time on analysis and offers a well-structured define. However it nonetheless has a couple of downsides. For example, if it’s worthwhile to add three definitions to the part, the bot typically begins sentences with the identical phrases time and again. Typically it additionally fills two totally different sections with virtually an identical content material.

Why can’t AI exchange content material writers?

As you possibly can see, AI writing instruments aren’t a menace to skilled content material writers. AI can turn into your assistant that helps you velocity up routine duties so that you could give attention to extra important targets. I even requested ChatGPT about it, and robots don’t lie:).

1. Empathy

A very good textual content evokes feelings in its readers, helps manufacturers construct a reference to the viewers, and makes clients really feel like you may have learn their minds. It’s troublesome for AI to narrate to people as it could possibly’t replicate our feelings, so typically, content material created by these instruments appears impersonal and generic. 

When your readers begin noticing such a “robotic” tone of voice and indifferent content material, they might lose belief in your organization and take their enterprise to your opponents (sure, even when your services or products are impeccable). 

2. Creativity

I suppose we will all agree that writing is just not all about placing phrases in sentences. It additionally contains inventive concepts, self-expression, fashion, persuasion, and extra. It’s inconceivable for AI-powered writing instruments as they will solely create content material primarily based on the offered information. 

Even once you ask ChatGPT to generate some concepts, they received’t be 100% distinctive and artistic — the machine processes an enormous quantity of knowledge, mixes it with different sources, and presents you essentially the most appropriate output. 

3. Tone of voice

Human writers can create strategic content material tailor-made to the wants of a sure firm and viewers. They’ll align their writing with quite a few kinds, tones of voice, and functions. You’ll be able to prepare ChatGPT by providing it texts out of your web site and requesting to research them for the tone of voice. Then you possibly can ask it to use this tone of voice to all its future responses. However nonetheless, the bot’s understanding could not at all times be correct because it’s restricted by the information it was skilled on.

How can content material writers use AI as an assistant?

ChatGPT has a couple of downsides, however it’s nonetheless an ideal software to assist writers save time. Listed below are some methods to make use of it in your workflow:

1. Thought technology (in a dialogue kind)

This software known as “ChatGPT” for a motive, isn’t it? So, bombarding it with requests to put in writing you a chunk of content material is perhaps an choice, however not at all times the most effective one. Attempt to really discuss to the machine — ask it a query and begin a dialog. 

Such a technique works nice for these scuffling with a scarcity of inventive concepts. Moreover making direct requests, you possibly can develop a dialogue by asking ChatGPT clarifying questions and even arguing with it. 

I requested ChatGPT to generate ten weblog put up concepts for the Stripo weblog about e mail advertising and marketing and offered some details about the corporate. After I bought an inventory of matters, I requested this system to elucidate why these matters can be useful to my viewers.

In case you are not searching for content material concepts however need assistance with enterprise questions, ChatGPT can turn out to be useful too. The bot supplied me some concepts to draw extra readers to the weblog :).

2. Modifying and proofreading

AI-powered instruments can improve your writing past simply correcting grammar and spelling errors. They may also help you eliminate filler phrases, recommend utilizing synonyms, rewrite passive voice sentences into lively ones to make writing extra direct, and remove wordiness.

Use ChatGPT as a junior assistant to hurry up the editorial course of and take into account its concepts as a place to begin. However nonetheless, keep in mind that it’s important to keep on with your model’s tone of voice and align your texts with a method information, which ought to embody tips on phrase alternative, sentence size, pronouns, the usage of slang, and many others. 

I requested ChatGPT to proofread and edit the piece you may have simply learn. Right here’s what I bought:

It additionally added a paragraph describing AI-powered instruments as an effective way to streamline modifying and enhance content material readability. Effectively, in the event you do not give credit score to your self, nobody will do it for you, proper? 🙂

3. Creating short-form content material

I discovered ChatGPT an ideal assist for producing short-form content material like product descriptions, advert copies, e mail topic traces, call-to-actions, social media posts, e mail samples, and meta descriptions. You continue to must edit such texts so as to add a human contact and align them along with your model’s tone of voice, however it’s going to take much less time than creating a complete piece from scratch. Because of this, it can save you time on routine duties by delegating them to particular software program. 

4. Producing outlines for writers

Should you handle a giant group of writers, it may be difficult to provide you with dozens of outlines for everybody — it is best to analysis every subject, test opponents’ content material, work with website positioning necessities, and collect all the data into detailed and structured outlines. 

I attempted totally different approaches, and right here’s my favourite one:

• outline a subject on your weblog put up;

• ask ChatGPT to generate optimized key phrases for this subject;

• request to provide you with an inventory of titles primarily based on the key phrases generated earlier than;

• select the proper title and ask the bot to create a weblog define primarily based on the generated key phrases;

• request ChatGPT to edit sure define sections if crucial.

Wrapping up

AI-powered instruments aren’t superior sufficient to interchange human writers and produce strategic content material aligned along with your model voice, however you should use them as your assistant to hurry up routine processes. A selected immediate is without doubt one of the primary secrets and techniques of utilizing instruments like ChatGPT to your benefit. I like to recommend you develop a dialogue with the bot, present extra information about your organization, ask it extra questions, and even disagree with it. The extra we prepare AI instruments, the higher outcomes they may deliver to your small business. 

After our experiment, it turned out that it’s higher to make use of ChatGPT for:

• concept technology (in a dialogue kind);

• modifying and proofreading (take into account its concepts as a place to begin);

• creating short-form content material (e mail topic traces, call-to-actions, social media posts, and e mail samples);

• producing outlines for writers. 

Plainly AI-powered content material writing instruments aren’t a menace to skilled human writers. Quite the opposite, now we have now a private assistant who’s at all times prepared to be taught and make the writing course of rather more enjoyable and time-efficient. The hot button is to make use of it sparingly and write the right prompts.