Easicrm interview: "poorly targeted mass mailings have a devastating effect on a company's image

published on 11/04/2013,

updated on 06/01/2022

We welcome easicrm in our cycle of interviews with providers of emailing services. This interview will allow you to make an opinion on the easicrm CRM solution.Can you give us a brief history of Easicrm ? When was the company founded, by whom, has the business model evolved since the beginning of the adventure ?In small and medium-sized businesses, customers are the primary concern of managers, and indeed, whatever the organization, everyone is involved in customer relations. Charles Dolisy and Brendan Natral are convinced that the quality of customer relations is a key factor in performance and differentiation, and have observed that :

Users no longer see themselves in traditional CRM tools. They perceive them as control tools and see no personal interest in using them because they do not add any value.
SMEs are lost when faced with the multitude of existing tools (CRM, social networks Linkedin/Vidaeo, Corporama, Salezeo, Twitter, Facebook, etc.). They do not have the financial and human resources to deploy several tools that would allow them to cover all their customer relationship needs.
Users have access to a colossal amount of information that overwhelms them. They can't sort through the information to identify the most relevant.

In 2008, they decided to create a flexible CRM solution that would simplify the sharing of customer knowledge and foster the development of a customer culture shared by all SME employees. Brendan brought to the project his operational experience in customer relations, and Charles the expertise and mastery of a technology capable of supporting their shared ambition. 2009 saw easicrm materialize the vision of a CRM for the whole company, enabling the various departments to share information and act in a coherent, informed and coordinated way towards each customer. Because companies need flexibility, because they each have their own personality and specificities, and because they don't have the time or resources to devote to long-term CRM projects, easiware has focused on three principles from the outset:

a modular approach that allows its customers to build a customized CRM environment starting with what is most pressing to them;
a SaaS mode solution, eliminating hardware costs, deployment difficulties, scope evolution and scalability;
ease of use, because a complicated CRM is a useless investment!

In general, what services does Easicrm offer (not only emailing services) ?easicrm offers a complete customer relationship management (CRM) solution, based on intuitive, collaborative management of all customer-related information and actions (sales, marketing, customer service). Flexible and modular, easicrm integrates seamlessly with existing information systems, deploys rapidly and adapts easily to internal processes, offering the entire company a single environment for managing customer information, actions and interactions.To cover all areas of customer relations, the easicrm suite comprises two complementary solutions: easicrm sales-marketing and easicrm customer service. easiware has focused on services, and in particular on information convergence and data enrichment. To ensure maximum adoption and ease of use, easiware has also paid extreme attention to the ergonomics and ease of use of easicrm - two essential conditions for CRM to create value for the company, generate performance for its employees and satisfaction for its customers.Among these services, which ones are related to emailing?easicrm sales-marketing offers the possibility to create customized marketing campaigns in just a few clicks: from the segmentation of the database, to the sending of mass or individual e-mails, to the detailed reporting and updating of the contact database, everything is done in easicrm, without importing/exporting, and the follow-up information (opening, clicks, etc.) is automatically transferred to the contact files.How much of your business is dependent on emailing?2%What makes Easicrm unique in your market?Attentive to its customers' needs, easiware regularly offers new tools and services dedicated to customer relationship management. But what sets easiware apart is that all functional upgrades to its solutions are based on a customer intelligence approach. The key to CRM does not lie in the functionalities we are and will be able to offer. It lies fundamentally in the ability to automatically capture, organize and deliver information that can concretely help sales, marketing and customer service teams in their day-to-day work", explains Charles Dolisy, co-founder of easiware.easiware brings SMEs into the era of dynamic customer intelligence by focusing on three priorities:

contextualize information for more relational intelligence and more personalized data;
move from CRM to Social CRM to promote internal and external collaborations;
simplify use to maximize employee buy-in.

What solution do you use to send your emails?The services of a professional router are natively integrated in our easicrm solution.What are the 3 main challenges for the next few months in the emailing world?At easiware, we believe that the main challenge is to have your emailing solution interfaced with your CRM solution. No more importing/exporting to a third-party solution, users need to have all the information they need in a single solution to do their behavioral targeting, send their emailing and track results both at campaign level and on each contact record." Before, I had to export files, deduplicate my excel files, re-import my file, send my newsletter and consult the reporting from a routing solution. Then I would export the click/open information and email it to the sales reps. But that was before... I'll leave you to imagine the time saved, the reduced risk of errors, but also the data security and the assurance of always having up-to-date information," explains Charlotte Desrosiers, Marketing Manager at easiware.What do you think of the French emailing market? Is it mature or is there still room for innovation? The BtoC market in France is indeed reaching a phase of maturity. Maturity is not synonymous with regression or stagnation, but with a slowdown due to an evolution in practices that is more qualitative than quantitative. Gone are the days of poorly-targeted mass mailings, which have devastating effects on a company's image in the eyes of its customers/prospects!Email campaigns are increasingly based on the best methods of "paper" direct marketing: scoring, targeting, testing, sending, analyzing reactions and ROI. In this respect, there is still room for improvement in many of the tools used to build up scores and the final feedback on customers' operational reactions. This is what we call "closing the loop". To end on a positive note, we at easiware believe that while the BtoC emailing market is mature, the same cannot be said of the BtoB market. This market is very buoyant. Our BtoB customers are becoming increasingly organized and professional in their digital communications. The volume of business isn't the same, but the number of players in the start-up phase means we can expect good growth over the next few years.

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Jonathan Loriaux

I've been involved in email marketing for over ten years, and my career path began on the technical side (email campaign integration) before moving on to sales (as an eCRM expert) and finally marketing consultancy. For the past 9 years, I've been the author of the Badsender.com blog. Emailing isn't just an expertise, it's truly become my passion, which is why Badsender is now my main activity, with the creation of an emailing consulting business linked to the site.

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Easicrm interview: "poorly targeted mass mailings have a devastating effect on a company's image

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