Persuasion: What Jane Austin Would Have Written

This paper presents preliminary results for developing an online ”persuasion score” that will enable digital marketing content authors to compose and edit materials with better persuasive capability. Inspired by initial insights with digital marketing professionals and research on the foundations of persuasion: pathos, ethos and logos, we extracted features from a data set of over three million consumer reactions to email marketing campaigns covering a three month period. We report on the most significant features of the content, including image position and text readability as well as the most salient customer features such as time since registration and time since last opened email from the same marketing brand.

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