Reelevant, a new email intelligence solution: interview with Vincent Martinet

I first heard about Reelevant in late September and early October. Vincent MartinetCEO of Kiwup, already creator of Simple Mail and Stamplia is back at it again with a brand new tool to improve the relevance of our marketing campaigns, and in particular our emailing. While the official launch was made this January 19, 2015, we proposed to Vincent to make us discover this new tool.

Interview:

So after dropping Simple Mail and Stamplia, you launched a brand new product, right?

Yes, this product is called Reelevant, it's a real-time email intelligence solution, a product we started from scratch. We had Simple Mail, which was a classic emailing platform that sent emails, which essentially did routing. This is a completely different product.

So, are you recreating a new router perhaps more advanced than what was there with Simple Mail or is there something else?

No, we don't consider Reelevant as an email router at all. We consider it an email intelligence solution, we will focus on everything that revolves around innovation in email.

There are several components, everything that is real time in the message and everything that is behavioral analysis of the recipient, whether on the emails that are sent or on the website.

Does that mean you're going to put tracking codes on your clients' sites to successfully enrich their email marketing strategy?

Yes, typically, we come in less than 200 milliseconds to check the context in which the recipient is. For example, it's his location, the device he's on, his email client, ... For example, in relation to the location, we are able to detect the weather when he opens the message and display content in real time according to this data directly in the message. That's the first part.

Then there is behavioral analysis, for example, to analyze the opening behavior of the newsletter by recipient in order to try to send it at the most opportune moment, including by analyzing his behavior on the site: when does he come to the site? When do they make purchases on the site?

You will therefore mainly act on the moment of sending and on which message to send to different people?

The goal is to centralize the analysis of behavior. As much as the marketer masters the things he has done on the site and has data, we cannot master the contextual environment of the recipient at the moment he wants to open the message. The goal is to have both parts and to say: "Well, we have a personalized part of the message, but if ever, in the context of the recipient, something happens that can influence the result of the campaign, we will be able to re-personalize the message in real time to make it go towards the objective we had determined at the beginning".

Today, there are already many tools for campaign management that deal with multi-channel marketing, automation, personalization, etc. What makes you think there's a specific need for these kinds of solutions today?

When it comes to multi-channel, e-mail is still well ahead. That's the first point. After that, the problem in the market is that analytics and scenarios are often separated. We really want to be the link between all that. We know that e-mail is one of the primary means of communication and it is generally one of the only ones in certain cases and in certain scenarios.

There aren't that many solutions on the market. There are big solutions that exist: Silverpop and others, but they are exclusively reserved for large groups. After that, there are a lot of solutions that call themselves email intelligence or marketing automation but which are still very classic, which are in fact pure transactional email. We don't really have solutions that are really well thought out: data analysis and real time in email.

How is Reelevant used in practice?

In the example of a campaign with images that are displayed in real time, what will interest us, in addition to the classic information such as the name of the sender and the subject, will be the construction of the message. You can either import your own HTML code or choose free templates directly from the product. We will arrive anyway in the same editor that allows us to add content modules. For example, 2 columns, 3 columns with image, text on the right, on the left, etc. But also to move all the elements, add buttons, call to action, add images, move images, add separators or spacers, etc.

When you click on an image, you can choose the type of image. Either a simple image, or one that is displayed according to weather, device or any other criterion available on the platform. If, for example, we take the weather, we choose this type of image and we'll be presented with 3 options for displaying the default image, for the image displayed above 20° and for the image displayed below 20°.

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