Email Vet David Atlas Joins Persado
By Ken Magill
Former StrongView and Goodmail executive David Atlas has signed on as chief marketing officer for sales-copy-automation-software company Persado, it was announced today.
“The management team expansion will help meet demand for their persuasion automation platform, a revolutionary new approach to generating the copy used in marketing messages, fundraising appeals and compliance communications that eschews the guesswork of traditional copywriting in favor of leveraging actual language data,” the company said in a statement.
Atlas has been consulting for the last year, he said.
“What first drew me to Persado was the radical inventiveness of the company’s solution, the sheer innovation of using computers to write copy that outperformed what the industry’s best copywriters were coming up with by two, three or four times,” stated Atlas.
Persado’s software is ideal for short sales messages, according to Atlas.
“For certain structured messages—meaning under 600 characters—email messages, landing pages, SMS messages, display ads, what we can do is actually test language at a word level and use that to assemble the message that is most likely to get response,” Atlas said. “Companies are seeing 200, 300, 400 percent improvement over when a human has written the copy.
“When you’re going to write a simple thing like ‘press this button to continue the process,’ there are 50 different ways to put that concept into words,” he said. “But when you’re writing it, you don’t think about those 50.”
Two-year-old Persado’s software operates under human-supervised machine learning, according to Atlas.
Atlas added the company’s software can be applied to any persuasive messaging from sales messages to fundraising efforts to persuading people to follow their doctors’ orders.
Persado’s clients include Best Buy, Citi, LivingSocial, MetLife, Neiman Marcus, Verizon Wireless, Vodafone and ZipCar.
Winner of the DMA’s 2014 Innovation Award for Digital Technology, Persado is backed by Bain Capital Ventures, StarVest Partners, American Express Ventures, and Citi Ventures. The company is headquartered in New York City, with offices in San Francisco, Athens, London, Rome, and Rio de Janeiro.