Gumtree Boosts Customer Engagement by a Third with Phrasee’s AI

LONDON–(BUSINESS WIRE)–Gumtree recently
partnered with AI innovator Phrasee
as part of a wider expansion to its customer relationship engagement
programme, steered by Gumtree Head of CRM Matt Button. The adoption of
Phrasee’s AI technology for marketing language has rejuvenated Gumtree
customer communications, delivering results of 35%-50% increase in email
open rates.

A key member of the eBay Group since 2005, Gumtree’s growing user base
delivers over 16 million unique visits a month – making it the UK’s #1
classified ads site. Email response decay had led to Gumtree’s marketing
copy gradually losing its ability to garner the opens, clicks and ROI
required. Despite making a concerted effort to manage the problem
in-house, plummeting email marketing engagement numbers continued to
restrict Gumtree’s growth ambitions.

Head of CRM and Social, Matt Button stated, “Despite the fact Gumtree is
used by 33% of the UK digital population, email marketing open rates had
been steadily declining. We needed to reverse the trend – and fast. We
identified that we needed to revitalise our CRM strategy and bring in
something to get our customers’ attention in order to actually make them
want to open our emails.”

Integration of Phrasee’s AI technology for marketing language generation
and optimization was simple and easy to integrate, aligning with
Gumtree’s existing marketing technology, Salesforce
Marketing Cloud
. The Phrasee
Salesforce AppExchange app
provides a straight-through integration
for creating and sending split tests using Phrasee generated subject

Button says that the results speak for themselves, “To date, we’ve had a
35% increase in opens, sometimes even going up to 50%.”


Notes to editor:

About Phrasee

Phrasee is the market leader in AI brand compliant language generation.
Since founding in 2015, Phrasee has become the go-to solution for
ambitious, intelligent and analytical marketers. Today, its team of data
scientists, computational linguists and developers drive results for
enterprise brands across the globe.

About Gumtree

Gumtree is the UK’s #1 classifieds website and app, used by 1 in 3
adults[1] every month. With over 1.5 million[2] ads live on the site at
any time, it’s the perfect place to buy or sell second-hand goods and

[1] comScore, yearly average: June 2016 – May 2017

[2] Gumtree data warehouse


Phrasee PR Manager
Kerry King
203 866 519