The Times Signs up to Phrasee’s Artificial Intelligence

Pioneering publisher embraces AI to accelerate subscription revenue

LONDON–(BUSINESS WIRE)–The Times and The Sunday Times, pioneers in the world of publishing, are
embracing AI to power subscription revenue. The brands have signed with Phrasee
for optimised email subject line generation for email marketing
campaigns. This forms part of a brand-wide shift to embrace and work
with new technologies.

Phrasee’s AI technology generates and optimises marketing copy at scale.
The Times and The Sunday Times are using this brand-tailored application
of AI for use in optimising subject lines in email campaigns to drive a
continued increase in subscription figures. The
technology produced positive results in email open rates of up to 23%
per email campaign send during the test phase.

“Phrasee’s AI is transforming how The Times speaks to its
customers,” said Parry Malm, CEO of Phrasee. “Creating ‘on-brand’
marketing copy is critical to our proposition and arguably The Times and
The Sunday Times as highly respected national newspapers would always
have been our harshest critics. We are super proud to have the
endorsement of such powerhouses in publishing.”

“Collaboration with Phrasee is a great fit for us,” said Tom Lowe,
Digital Trading Manager at The Times and The Sunday Times. “Phrasee
delivers a solution that helps ensure we stand out in a
crowded market. In our experience, it’s a fast fix to email campaign
performance, delivering more opens, clicks, and conversions. Yet, in
learning over time, it also improves on ROI in the long run.”

Commenting on the benefits of brands turning to new technologies for
improved results, Malm continued: “The concept is a simple one. If you
are able to garner more opens per email campaign through optimised email
subject lines and drive engagement as a result, brands can expect an
increase in revenue from the respective channel. We are proud to work
with some of the most trailblazing marketers on the planet.”

Phrasee has developed a Natural Language Generation system, working to
increase revenue from digital marketing campaigns. It uses end-to-end
Deep Learning that looks at thousands of linguistic parameters to
predict the performance of marketing copy. It provides a predictive tool
that gives digital marketers enhanced confidence that they are selecting
marketing copy that will result in more views, and thereby more sales.


Notes to editors:

About The Times and The Sunday Times

The Times has been a faithful recorder of the times for more than 200
years. It is authoritative, credible, responsible, trusted and a part of
the nation’s cultural heritage. A premium British brand, recognised the
world over. The Sunday Times is one of the best-known titles in the
world and the UK’s top-selling quality Sunday paper. Together, The
Times and The Sunday Times are about the difference between being
informed, and being well-informed. Which is why our panel of
award-winning writers bring a balanced, intelligent and insightful
opinion to the stories that matter. Writers like Matthew Parris, Phil
Collins, and Janice Turner – all leaders in their respective fields.
Reading the quality writing produced by The Times and The Sunday Times
gives you more to know about, and more to talk about. So you can be both
interested, and interesting. Current affairs, world news and quick wit –
it’s all here. The need to know and the nice to know. This is the
difference between being informed and well-informed.

About Phrasee

Phrasee is world-leading AI that generates and optimises marketing copy
at scale, delivering improved results for email subject lines, push
notifications, and Facebook ads. Founded in 2015, Phrasee is the go-to
solution for ambitious, intelligent and analytical marketers. Today, its
team of data scientists, computational linguists and developers drive
big results for enterprise brands across the globe, including eBay,
Virgin, Domino’s, and Gumtree.

Additional Resources


Kerry King, PR & Communications Manager
020 8870