This user guide will tell you how to have the Marigold AI Content Assistant added to your Engage+, how to use the Marigold AI Content Assistant, the best practices for better, more efficient copywriting using AI, and a power-tip for marketer efficiency.
How to have the Marigold AI Content Assistant added to your Engage+
Marigold AI Content Assistant is available for use in the Engage+ Content Designer in all regions where Engage+ is provided.
To Get Started:
Ask your Marigold representative for the Marigold AI Content Assistant. You will receive the Generative AI Addendum. This must be esigned or signed, scanned and returned to your Marigold representative. After Marigold receives your signed Generative AI Addendum, the capability will be provisioned to your account.
Where You Can Use the Marigold AI Content Assistant
In Content Designer
Content Designer is the powerful no-code drag and drop editor that is included with your Engage+ license. If Content Designer is turned on, when you are on the Content tab in a new campaign, you will be asked if you want to proceed by using Content Designer, or the Advanced Editor. If Content Designer is not turned on, you will be taken directly to the Advanced Editor where you will work directly in HTML.
This is what you will see in the content tab of a new email campaign if you have Content Designer turned on for your account. If you do not see this and would like the option to use Content Designer, alert your Marigold representative. It is included with Engage+.
In Content Designer, you can use Marigold Assistive AI to:
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Write, re-write, and translate marketing copy and CTAs (Call to Action).
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Analyze the text in the email campaign to suggest a fitting subject line and preheader.
In Advanced Editor, you can use Marigold Assistive AI to:
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Write, re-write, and translate marketing copy and CTAs.
In the email campaign Setup tab, you can use Marigold Assistive AI to:
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Write or rewrite Subject Lines and Preheaders.
This user guide will be updated as more applications of Marigold Assistive AI come to Engage+.
How to use the Marigold AI Content Assistant for Marketing Copy in Content Designer, with Best Practices and Prompt Examples
1. Enter or create an email campaign and go to the Content tab.
The feature is only available from Title, Paragraph, List blocks and Buttons. It is not available in the older Text block these blocks replaced.
2. Drag a Paragraph block onto the canvas.
3. Click into the new Paragraph block and then click on the blue button that says: “Write with AI.”
Best practices for better, more efficient copywriting using AI
Best Practice 1 - follow this formula for prompts
4. This is the most important step. You need to write a good quality prompt to specifically tell the AI what to do.
Your AI Prompt for Marketing Copy should always include: Desired Voice + # of Words + Target Audience + Desired Outcome |
The voice: With an active, persuasive marketer voice (you can also say compelling, same idea).
- If you have brand guidelines on voice, note them here. You can also say, in the marketing voice of mycompany.com (your company website URL or other example), write…
Directly state how many words: in 60 words
Who is the target audience: Describe who the customer for this product is, as well as you can. Is this going to a particular segment? If yes, describe it. Otherwise, just say “customer.”
What is the desired outcome: What do we want the customer to know about and what do we want them to do?
The Takeaway: Use this formula for your prompts - Desired Voice (consider pointing to an example of your brand’s marketing voice) + # of Words + Target Audience + Desired Outcome
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5. Click on the blue “Generate” button.
6. If you are happy with the result, click on the blue “Apply” button.
Best Practice 2 - Refine your prompt to reduce the need for editing, document, and share
You could edit the content manually now if needed. However, if you will be writing many messages with AI, try adjusting your prompt to make this and future copy more in-line with your needs.
By learning the best way to ask for what you need you will have to edit less in the future, and you will grow your skills to be an AI prompt-writing expert. Document your most successful prompts for quick re-use, and share what you learn with your colleagues if they are also writing prompts.
The Takeaway: Experiment, learn, and become better at writing prompts that will have your needed outcome. Document what you will re-use, and train your colleagues with your learnings so they too can be more efficient and their AI-generated copywriting will be more powerful. |
7. If you want the AI to rewrite the content, click into the box with the prompt “What would you like to write about?”
8. A selection of presets will appear. You can choose one, or type something original in.
9. Click on the blue “Generate” button. Then click on the blue “Apply” button.
Power-tips for marketer efficiency
Use Your Product Page URL for Faster Copywriting
- Go to your site and navigate to a page focused on a specific product and copy the URL.
- Enter the Prompt below and edit it:
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- In an active, compelling marketer voice, in 200 words describe why a (describe the specific target audience or just say customer) should buy the product that is on {paste the URL}
- Click on the “Generate” button
The AI will not read the Web page. However, for SEO, URLs to specific products typically contain product descriptions that the AI can leverage to write compelling content about why your customer should buy the item on the page. If not, copy and paste a brief product description into the prompt.
The Takeaway: Add the URL that describes the product you are selling to your prompts - Desired Voice (consider pointing to an example of your brand’s marketing voice) + # of Words + Target Audience + URL of Product Description + Desired Outcome |
Use Generative AI to Quickly Refresh or Re-purpose Older Campaigns
- Make a copy of an older campaign that you wish to re-purpose.
- In Content Designer, make a new paragraph block under the test area that contains your older copy.
- In the Assistive AI prompt area, you can tell the AI to perform any of the following:
- In an active marketer voice, re-write this email copy to be more impactful, and more effective:
- In an active marketer voice, re-write to restate and freshen this email copy in a new, more effective way that will not be recognized by a reader of the original version:
- In an active marketer voice, re-write this email copy for a more modern audience:
- In an active marketer voice, re-write this email copy for a different season, product, promotion, segment:
- In an active marketer voice, re-write this email copy to change brand voice to…
- In an active marketer voice, re-write this email copy to highlight other benefit(s)
- Re-write to restate and freshen the email copy in a new way
- Translate the email copy to a different language
- State the desired length and outcome.
- Paste in the older content and click “Generate,” then “Apply”.
- Delete the legacy content, if the new content is acceptable.
- Edit it as needed, or ask the AI to make a further change.
Sample Prompts
Part of the prompt: | Example: |
The Voice | In a persuasive marketer voice… |
(optional) Describe your brand guidelines | …using the brand guidelines of… |
How long should the copy be | Write 100 words… |
What needs to be written? | Of email copy… |
What is the desired outcome, and who is the audience (customer, or is there is a specific segment)? Is there a promotion, seasonal incentive/context, or scarcity? |
That will persuade a customer to buy a woman’s wool coat for the winter That will make a customer hungry for, and purchase, a bowl of chili with queso at $2.00 off That will persuade a customer to begin a fitness program in August |
- In a persuasive marketer voice, write 100 words of email copy that will persuade a customer to buy a woman’s wool coat for the winter.
- In a persuasive marketer voice, write 100 words of email copy that will make a customer hungry for, and purchase, a bowl of chili with queso at $2.00 off.
- In a persuasive marketer voice, write 100 words of email copy that will persuade a customer to begin a fitness program in August.
See also the video lesson: Generative AI in Content Designer
How to use the Marigold AI Content Assistant for Marketing Copy in Advanced Editor
You can also use the Marigold Assistive AI in the Advanced Editor to write marketing copy and CTAs.
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Put your curser where you would like to insert new HTML.
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From the toolbar in the Advanced Editor within a tag, and click on AI Assist.
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The AI Assist is contextual to the tag you are using. In this example, the cursor is within a paragraph.
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Enter what you would like the Assistive AI to write about and click on Generate. See above for best practices for prompts and using AI to write marketing copy.
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If your cursor is not a supported HTML tag, the Assistive AI will offer to write the HTML for you
How to use the Marigold AI Content Assistant in Content Designer to Write Subject Lines and Preheaders Based on Your Content
You can create your Subject Line and Preheader based on your content in your Content Designer, giving you more precise ideas to consider using.
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To use this feature, navigate to the Content Designer Settings tab.
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Go to Optional Properties > Email Details - Subject and Preheader
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Click the Marigold Assistive AI Magic wand icon and select one of the options to generate Subject line, Preheader or both.
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Generate all details: When clicked, AI will generate both Subject line and Preheader based on the content added.
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Generate subject only: When clicked, AI will generate only the Subject line based on the content added.
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Generate preheader only: When clicked, AI will generate only the Preheader based on the content added.
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In the displayed Generate Email Details popup window, select the required tone of voice from the available list to generate the details. If needed, select a different tone and click Regenerate All.
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Once you have the desired output, Click Apply All. The Subject line and Preheader will be created based on your content and also applied to the campaign’s Subject line and Preheader on the campaign’s envelope.
How to Use the Marigold AI Content Assistant to Write Subject Lines and Preheaders (from the Campaign Setup tab)
You can utilize our powerful Marigold Generative AI to help craft winning subject lines and Preheaders.
To use this feature, you have an AI Assist button next to your Subject line and Preheader fields in the Campaign Setup tab.
To use the Marigold Assistive AI:
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Click AI Assist.
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In the displayed AI Assist pop-up window, write a good quality prompt to specifically tell the AI what to do. For example, "Write a subject line for a flash sale campaign".
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Click the Generate button.
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If you are happy with the result, click the Apply button.
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If you want the AI to rewrite the content, click into the box with the prompt “What would you like to write about?”
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A selection of presets will appear. You can choose one, or type something original in.
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Click the Generate button to rewrite. If you are happy with the result, click the Apply button.
Resource for Using and Writing Better Preheaders:
Increase Open Rates and Engagement by Using and Testing Preheaders