What are the different types of email platforms?

published on 27/05/2013,

updated on 09/12/2020

The number of emailing platforms available in France is growing every year! It's an extremely dynamic market. We're seeing the emergence of new solutions developed by local players, as well as foreign platforms establishing themselves in France. Obviously, some platforms fall somewhere between these different categories. The aim here is not to create a definition that will enable us to classify each platform into a category, but rather to identify the major trends in the market, so that you can choose the formula that's right for you.

The different types of platforms

Email marketing platforms in selfservice

These platforms frequently offer a "freemium" mode, i.e. a free version with a reduced number of functions and/or a limited number of shipments. In this model, it is often possible to use the platform without having to contact the sales department. Depending on the maturity of the platform, you'll have access to more or less advanced services. However, you may miss out on certain functions if you start to have very specific needs, particularly in the areas of data management and personalization.

Email marketing platforms offering support

Platforms offering support, or even complete management of your emailing needs, use a more traditional sales cycle. These platforms offer a wider range of services than the previous category. Data management is an integral part of the services offered. An account manager is often on hand to answer any questions you may have, whether practical or strategic. Either the service provider takes care of all your emailing needs, or they offer support, but you manage your campaigns yourself.

Cross-channel and/or automation management platforms

Here, we're no longer just dealing with a tool capable of managing your email campaigns, but also your social strategy, your mobile applications, data from your CRM, the behavior of your website visitors, etc. These platforms are therefore much more complex than the two previous categories. They require greater maturity in marketing and CRM thinking, as well as greater financial investment. It is very difficult to operate these platforms correctly without direct access to an account manager and competent technical support.

Saas or software?

The vast majority of emailing platforms are available in Saas (Software as a service) mode, i.e. they are hosted by the service provider who makes them available. Another, much more traditional method is to install software. This solution is losing ground, however, as it requires considerable resources (servers, bandwidth, personnel, etc.).

To conclude

There are so many solutions on the market that if you look hard enough, you'll find the right one for you!

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The author

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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4 responses

Armand de Mailin
12 years ago
Very good article! Thank you. It helps to understand the different types of players on the market.
Knowing the self-service router market well, let me make a correction:
> You might miss some features if you start to have some very specific needs, especially > in everything related to data management and personalization.
That's a bit of an exaggeration: all (or almost all) the US and FR players offer data management and email personalization.
Jonathan Loriaux
12 years ago
Hello Armand,
Thanks for your comment. When I talk about "very advanced needs" in terms of data management and personalization, I'm thinking more about segmentation based on purchase history or content personalization based on behavioral analysis of the individual's surfing! Indeed, flat personalization with data coming from the subscriber's profile is available in almost all platforms. But when it comes to personalization/segmentation after crossing data from different sources, it's a whole different story!
A+
Charlotte Desrosiers
12 years ago
Hello Jonathan,
I strongly recommend an email routing platform that is directly integrated into your CRM.
Having previously used a routing tool dissociated from my CRM, I can tell you that my life has really changed.
No more import / export!
Today, my email contact database is automatically updated and the information on clicks/openings is directly displayed on the contact form.
This way, the salespeople have real-time information and no longer need to ask me for help. A real relief for them and for me!
Jonhattan da Luz
12 years ago
Hello Jonathan,
thank you for this accurate categorization.
We agree with Charlotte on her reflection. Doing email marketing without CRM integration (or e-commerce platform) is like going to the beach without sunscreen: it's nice at first but becomes painful very quickly, not to mention the long-term problems!