Continuation of our series of interviews with email routers with French support with emarsys. The Austrian-based email platform explains what makes it unique in the market and what its future holds.
Can you give us a brief history of Emarsys? When was the platform founded, by whom, has the business model evolved since the beginning of the adventure?
emarsys was established in Vienna in 2001 by 3 Austrian founders: Hagai Hartman, Daniel Harari and Josef Ahorner. Originally a simple email router, emarsys now assists its clients in developing customer loyalty and prospects.
emarsys has continuously expanded its solutions to move towards marketing automation for email, mobile and social networks: emarsys solutions now offer segmentation, business intelligence, simplified content creation, full campaign automation, tracking and reporting of results.
Present in France for two years, emarsys now offers its customers the opportunity to maximize their customer lifecycle by applying automated programs targeted according to recipient profiles.
What makes Emarsys unique? What distinguishes you from other players in this very competitive market?
emarsys differentiates itself through personalized customer care: We support you in your progress in terms of e-marketing strategy and in the use of our tools.
emarsys only takes on customers for retention and does not deal with acquisition strategies, which allows us to guarantee the best deliverability rates for your email campaigns.
Multi-channel marketing automation (email, mobile and social networks) is a reality at emarsys and allows you to gain time and efficiency.
Customer lifecycle management: emarsys allows you to use customer lifecycle analysis to better adapt your communications.
emarsys reinvests 35% of its turnover in research and development to remain at the forefront of market developments and customer demands.
What are the 3 main challenges for the next few months in the emailing world?
Big data integration: email campaigns must always progress in terms of relevance and targeting. The integration of big data is therefore a necessary step in the future of emaliing solutions, in order to have all the elements available to build effective campaigns. Our solutions will all integrate big data in 2013.
Opening emails on mobile: according to the SNCD in 2012, 25% of emails are opened on mobile, this trend is only increasing and it is essential to respond to it. We believe that this is a major trend, which is why we are the first players to offer a fully automated responsive design for the creation of emails on our platform.
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Email marketing automation: beyond trigger marketing, automated and targeted multi-step campaigns are the future of email marketing.
What are the next evolutions of your platform?
Integrating big data into our solution is the next big step in the evolution of our solutions. In 2013, all of our solutions and all of our customers will move to the big data model, even if they don't need it immediately.
At the same time, our solution is equipped with a Customer Intelligence solution that is fully integrated with our existing emarketing Suite. This gives us all the tools to use all this usable data quickly and easily.
Do you offer your customers a "Freemium" mode (free version with reduced features)?
No, because we want to be able to proactively support our customers over the long term and not let them use a limited version of our solutions on their own.
If yes, what do you get out of it? If not, why not use this model?
We did not use this model because we accompany all our customers in a real logic of progression. From the initial integration, we support them with personalized training and the most complete integration possible. This cannot be done in a freemium model.
What do you think of the French emailing market? Is it mature or is there still room for new innovations?
The pure emailing market is almost mature, because email marketing has proven its efficiency, even in times of crisis. The growth rate of the number of emails sent each year is stabilizing, but the growth is still real.
Advertisers' practices in terms of email marketing are also starting to mature, even if there is still work to be done: The evolution of deliverability policies has forced solution publishers and advertisers to opt for more segmentation and relevance in their content in particular.
But what drives innovation in the sector today is the evolution of the place of emailing in emarketing. Today email is becoming multi-channel (mobile, social networks etc.) and emailing solutions must therefore adapt to this change. Also, as mentioned before, segmentation will reach a new level with the arrival of big data.
A last word to conclude?
Emarsys differentiates itself on the aspects of personalized customer care, multi-channel marketing automation and customer lifecycle management. Contact our Paris office for more information on what we can do for you.
