The number of emailing platforms available in France is growing every year! It is an extremely dynamic market. New solutions developed by local players are emerging, but foreign platforms are also being established in France.
In this landscape we can distinguish three types of sending platforms. Obviously, some platforms are at the crossroads between these different categories. The objective is not to create a definition that would allow us to classify each platform in a category, but rather to distinguish the main trends of the market so that you can choose the formula that suits you.
The different types of platforms
Email marketing platforms in selfservice
These platforms very frequently offer a "freemium" mode, i.e. a free version with a reduced number of features 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. Everything can be done online.
Depending on the maturity of the platform, you will have access to more or less advanced services. But in all cases, they will be easy to use, with the possibility of reading a user manual.
However, you might miss some functions if you start to have some very specific needs, especially in everything related to data management and personalization.
Email marketing platforms offering support
The platforms that offer support, or even a complete handling of your emailing needs, use a more traditional sales cycle. That is to say that you will have to contact a sales representative who will evaluate your needs in order to establish a commercial proposal.
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 available to answer your questions, whether they are practical on the use of the tool, or strategic.
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Two modes of operation are available to you. Either the service provider takes care of all your emailing needs, or he offers you a support but you manage your campaigns yourself.
Cross-channel and/or automation management platforms
Here, we are not only in the presence of a tool capable of managing your emailing campaigns, but also your social strategy, your mobile applications, the data coming from your CRM, the behavior of your website visitors, ...
These platforms are therefore much more complex than the two previous categories. They require a greater maturity in marketing and CRM thinking, but also a greater financial investment.
Support and training are essential elements of these offerings. It is indeed very difficult to operate these platforms properly without having 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, which means that they are hosted by the service provider who makes them available.
Another method, much more classical, is the installation of a software. It is a solution that tends to lose ground insofar as it requires significant resources (servers, bandwidth, personnel, ...).
To conclude
There are so many solutions on the market that if you look hard enough, you'll find the right one for you!
4 réponses
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.
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+
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!
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!