Persado in New York offers their "Message Machine" natural language technology, which leverages a comprehensive marketing language knowledge base of over one million words and phrases, powered by AI and data science. Persado is designed to unlock the power of words to engage consumers like never before, one by one, moment by moment, across every marketing channel, driving improvements in brand engagement and revenue performance.
N/A
Vero Workflows
Score 8.0 out of 10
N/A
Vero Workflows is an email marketing solution built to make customer engagement simpler with features such as in-app behavior tracking, audience segmentation, and workflow automation.
Persado is an excellent tool for a small marketing team seeking to "work smarter, not harder." The tool itself is simple to use and generates instant results, all while learning and reporting at a deeper level than a human on a marketing team could. We have been able to reach the right eyes within our audience at the right time, improving open rates and generating more revenue from our promotional emails.
Vero tends to play nice with companies that have their websites as the primary source of truth. This allows them to send as many events as they need and develop more complex workflows that introduce conditionality into Vero emails. However, for those that rely more on Salesforce, it might have more limited applications. The product is fairly easy to use, so it's easy for multiple people on the team to pick it up and do what they need for their respective groups. On the other hand, creating email templates will require some knowledge of HTML/CSS, unless those are copied from another source. That would require another product of course that provides more robust layout editing features and templates.
They know way more than me on how to create effective subject lines that actually get people to open. We have solid creative and cool emails, but without the hook, it means nothing. Persado is that hook. (Side note, they are also customizable so if your company has specific guidelines/tone, you can set those parameters.)
The analytics are amazing! It's so cool to see the responses to various emotions ebb and flow over time. We have a few that consistently perform well (and some that consistently underperform, which makes sense for them to), and a few others that seem to react to the season somehow. How would I know this on my own? (That's right, I wouldn't.)
Creating these subject lines and exporting them to Listrak (our ESP) is insanely quick and easy. It takes more time for me to set up the split test in our ESP than it does to set up the subject lines in Persado.
Not so much a con, but area for improvement: an option to have reports generated automatically and sent to me weekly or similar. It would automate my learning and understanding of how the tool is working.
When we write control subject lines that include emojis, I have to go outside of Persado to find the emoji I want to use, copy, and come back to Persado. However there is a button to add emojis to the Persado generated subject lines.
Since Persado integrates with our ESP, Bronto, we'd really like to see more to the connection such as sharing conversion and revenue data.
While Vero offers some WYSIWYG editing, it's on the limited side, as it mostly allows you to edit copy, but not necessarily the layout.
The UI/UX has improved dramatically over the course of the last few years, but it can still lag from time to time and experience sluggishness.
While reliability is really good, it does have lapses from time to time that will introduce delays into emails being sent out. Once or twice, the system went completely down for a period of time.
Phrasee wasn't an option to select, but we did evaluate them after hearing about them at a digital marketing summit. I liked what they were doing and the emails they were sending, but the pricing structure was outrageous! There was a 0% chance our CFO would approve the budget. To add salt to the wound, they also charged outrageously for a trial period. Ugh - as much as I wanted it, there was no way I could justify the ROI. Enter Persado. I got an email from a sales rep which accompanied a resource. I got excited but hesitated. I then saw they offered a free 14-day trial. Wait - what?? Free?! Yes. Wendy gave me the grand tour and holy cannoli I was immediately impressed with the results of our very first send. And it's only gotten better. Sorry Phrasee, I'm with Persado now.
Vero's price tag is far more attractive but for what you will find to be clear and obvious reasons. Vero has no CRM unlike HubSpot and Infusionsoft. Vero also has limited tracking unlike the seemingly endless possibilities offered from HubSpot which as we all know comes with at a significant cost, often not feasible by a small startup company.
Granted these numbers are driven by a number of other factors as well, our email marketing program has grown by 44% and 35% in the last 2 years respectively. More email opens from Persado subject lines has certainly contributed to this growth.
Open rate improvement of 11% between control subjects and Persado subjects.
Click rate improvement of 27% between control subjects and Persado subjects.
The overall costs of using Vero have been much lower than using two comparable products that handle transactional emails and newsletters, respectively. MailChimp has relatively recently integrated their Mandrill product for transactional emails, so that's worth looking at as well.
Using a single product for many things lowers the learning curve, as team members only have to learn one product well, rather than several.
While infrequent, Vero's outages have impacted our operations at times. If absolute reliability is crucial to your business, then you may have to find a larger provider with a more robust infrastructure. As mentioned, though, it hasn't been a big problem for us.
