What is Phrasee Score?
Phrasee Score is an email optimization metric that combines data from multiple metrics (opens and clicks).
The result? A single, weighted metric that can be used to optimize the language variants within your Phrasee email campaigns.
Why use Phrasee Score?
Despite the Apple Mail Privacy Protection (MPP) changes, opens will always be a key metric for measuring success. Opens might become a little ‘noisier,’ but they will still be valuable and statistically valid.
However, if you are concerned about the MPP changes, Phrasee Score provides an alternative metric for email optimization.
Using Phrasee Score, you can:
Optimize with better data. Phrasee Score fuses together information to optimize your brand language based on a combination of open and click data.
Reduce noise and bias in your KPIs. Combining information from multiple sources means Phrasee Score is more resilient to noise or bias than any one metric in isolation.
Adapt to your data availability. If some metrics are missing, don’t sweat it: Phrasee Score adapts to the data available at each exact moment.
Make faster personalization choices. Select optimized brand language faster than ever before, so you waste no time delivering the right message to the right person.
Getting started with Phrasee Score
Currently, Phrasee Score is supported with Adobe Campaign Classic and Salesforce Marketing Cloud.
If you are using either of the above integrations and would like to use Phrasee Score, please reach out to your Customer Service rep, and they can enable it on your account.
We are actively working to make Phrasee Score available for all our existing and future integrations. But, if your ESP isn't yet supported, and you are still concerned about the Apple Mail Privacy changes, you can speak to your Customer Service rep about switching to clicks as your optimization metric.
We can also do one or more of the following to reduce any potential noise in open rates:
Bigger split sizes. Our new Smart Split Calculator has an integrated knowledge of Apple Mail - so everything will continue to work.
Wait longer before declaring a winner. If this option is available, it’s a great way to squeeze all the certainty you can out of the test audience. This is equivalent to using a bigger audience.
Remove iOS users from the test audience and only include them in the final audience.
Ask your ESP to integrate with Phrasee Score. Good news: our API for this is wide open.
Check out this article for more information about how Phrasee Score works.