Constructing the most engaging newsbrief

At, we believe that newsletters containing relevant content create higher subscriber – or member – engagement. Put simply: people interact with email when it brings them the information they want. We have seen this happen over and over, and our case studies document the impact.

And when your members rely on you to deliver relevant information, you become a part of their daily habit. They depend on you.

Personalizing your emails with AI algorithms

Our role is to build newsbriefs containing the personalized recommendations that will be most likely to engage your membership. To do this, employs several different AI algorithms, blending information to bring a relevant curation of articles to each and every individual member, each and every day.

Two of the best known models for generating recommendations are the Content Filtering and Collaborative Filtering models.  

Content filtering model

Content Filtering is a model that considers the preferences expressed by a reader, and attempts to locate new content that aligns with those preferences. A user who has presented a consistent pattern of reading articles about International Finance and English Premier League Soccer will likely be interested in a newly published BBC article about the revenue sharing arrangements of a new Television Rights deal for the league. With sophisticated, ai-generated, article-based information, can identify new articles are most likely to be relevant for each member based on what they have read and enjoyed previously.  

Pandora music service looks at many different facets of the songs a user has liked: the tempo, the tone, the pitch. With a history of such data for a user, new songs can be identified and recommended.

This technique offers a powerful ability to match content to a user’s history, but comes with a risk of placing people in a “Walled Garden,” a world where they come to see only the articles that already fit their world view. So, we incorporate multiple models to prevent that from happening…

Collaborative filtering model

Collaborative Filtering is a model that generates recommendations for one reader based on the similarity of that person’s behavior with the behavior of other reader’s in your association. For example, many readers who read about English Premier League Soccer have also read about the World Cricket League.  

Our algorithms will use this information to suggest an article about the Scottish Saltires for a someone who has previously read articles about the Premier League. This model builds recommendations for a reader based not on their own content preferences, but on the behavior of other similar users.

As another example, Netflix movies streaming service leverages member ratings of films to help suggest other movies for you based on the movies you have watched. The more ratings people provide, the more chances there are to identify common patterns of behavior, and generate recommendations based upon this. (You can register for our upcoming webinar on How to be the Netflix of Associations from this page!) This technique offers the ability to stretch boundaries for relevant content, by leveraging the preferences of other readers, and not evaluating just the preferences of a single reader.

Using AI to better inform YOUR world

At, our Core Purpose is To Better Inform The World, so we cannot rest with just a single algorithm. The best information comes from combinations of multiple algorithms. We strive to bring your membership not just individual articles that are relevant, but an entire newsbrief that they will look forward to receiving.

You can begin to engage your members in a meaningful, personalized way today. Use artificial intelligence to automate and personalize your member newsletters. Get started within a matter of days, and increase engagement now.

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