How Virgin Holidays is using AI to improve email marketing ROI

Tone of voice is key for a brand like Virgin Holidays, especially when it comes to grabbing the attention of email subscribers. Previously, the company has relied on copywriters to encapsulate its quirky and adventurous attitude. However, with email campaigns taking up extensive amounts of time and resources (with little pay-off) – the strategy was failing to work. I recently heard from Saul Lopez, Customer Lifecycle Lead at Virgin Holidays, about the brand's decision to bring AI into the mix, specifically to optimise subject lines using AI marketing technology from Phrasee. Here's more on the reasons why this approach has turned around the travel brand's email strategy, plus a few general benefits of using AI.