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Emailing/eCRM strategy: which tool(s) to be efficient and autonomous?

The objective of any CRM manager: to have a minimum of tools that fit well with each other and that meet a maximum of their needs. At Badsender, we advocate efficiency and autonomy!

In our opinion, to be effective in your emailing strategy and campaign management, you must :

  • to target strategically and independently
  • be autonomous in the creation of emails
  • automate customer journeys as much as possible and be autonomous in setting up scenarios
  • analyze campaign results
  • monitor its reputation and deliverability

But to do all this, is the routing tool alone enough? What other tools do you need to equip yourself with?

Interconnect your IS with your routing tool

 The objective? That your customer data USEFUL for marketing purposes are automatically updated and accessible through your targeting engine.

IS not connected to each other means manual exports of files for manual imports into the routing tool = waste of time = databases not updated = no return of unsubscribers, soft bounces, hard bounces = risk of errors = user fatigue!

Ideally, therefore, your IS should be interconnected with your routing tool. That way, the statistical campaign feedback is automatically updated in the targeting engine AND in the IS, which avoids headaches and the risk of errors.

Another possible configuration: your IS are interconnected with a CDP (for Customer Data Platform). These are tools that only manage the data and targeting part (for example DAIM, Meteors...) and that plug into campaign management tools for the routing part.

The interconnection may take a few hours or several weeks. For example, if you are a pure e-merchant, you will need your routing tool to be connected with your e-commerce site and basta! And if your site is made under Shopify, Woocommerce, Prestashop and co. it's finger in the nose, since some routing tools have ready-made connectors to these CMS. If you are in the retail/ecommerce sector, you will need a little more interconnections because we will add your store checkout management tools and sometimes, the loyalty program... but, same thing, some routing tools are better placed than others. If you are in BtoB, or in banking, still other tools will be better equipped. In short, you need to Know your needs and choose the right tool accordingly.

The choice of the campaign management tool is largely based on the interconnection needs. You can opt for tools that have 'ready-to-use' connectors if your interconnection needs are minimal. On the other hand, if your needs are to interconnect in-house IS, other tools will be better equipped. If you have the technical skills in-house, the ideal is to be autonomous on the integration of new data tables.

But for a few years, some platforms have made a specialty of interconnecting APIs: Zapier, Integromat, N8N (Opensource), Integrately, ... You have to see if your solutions are compatible with one of them.

Determine your strategic segments

What increases performance and lowers sales pressure is targeting!
Via your targeting engine, you can already do a lot of things. Among the most common segments we have: opt-in newsletters, prospects, new customers, active customers, ex-customers, inactive emails, etc. But if you want to go a step further, you will have to add a little data mining to better know your targets.

If you want to go a step further, by detecting potential buyers in your base for example, you can use tools like Tinyclues (but be careful, for this type of tool to work well, you need to reach a certain recurrence of purchases... so it's not for everyone)

You can also use a consulting firm (such as Cartelis or Meet your people...) which has skills such as Data Analyst who will detect, according to your data and via scoring, the most strategic segments and return them to you so that they are usable.
Please note that among the smallest routing tools (those specialized in pure ecommerce), there are ready-to-use "Potential purchasers" or "Anti-churn" type scoring tools. You just have to do it!

We will soon be organizing a LIVE on segmentation with the agency Meet your people. Stay tuned !

Create emails quickly

We had discussed this topic in this article. Today, to be effective, a marketing team must be able to create emails quickly and independently.

2 possibilities:

  • Either you use the 'Email Builder' module in your routing tool.
  • Or you can use a specific email builder tool.

Why use a specific email builder tool? If you have a fairly advanced web graphic charter to respect. If you have multi-brand, multi-lingual issues. If you want to go VERY fast by building a library of custom blocks. If you have a little budget 😉
Among the email builder tools : Dartagnan,, Stripo,, Chamaileon... and if you want to keep control of the code, think about an email builder available in open source!

Write powerful emails!

Email is a short time medium. You have to be punchy in a few words, right from the subject line! And, that's not easy! Often, it is the offer managers who write the emails. But what interests the readers is the content! What is interesting about the product or service being sold that needs to be highlighted?

Writing is a profession! What is the 'tone of voice' to use? We often talk about story telling, but how does it apply to emailing? Is it necessary to have copywriters in CRM teams?

To help you find the right words, don't hesitate to hire this type of talent on your team. Alternatively, there are writing agencies such as We are the words,, …

We will soon be organizing a LIVE on emailing copywriting with Muriel from the agency We are the words. Stay tuned !

Create your own scenarios like a big boy!

Some companies still have to go through a third party to set up scenarios. This is a pity because the workflow modules present in the routing tools are efficient.

Most marketing campaign management tools include a module for marketing automation. So there's no need for an extra tool for this part!

Ensure readability/rendering of your emails

Several possibilities:

  • Either your routing tool is connected to a rendering tool. In this case, everything happens in the same interface.
  • Or you opt for a specific email rendering tool.

Among the rendering tools : EmailOnacid, Litmus

Analyze campaign stats

To have an effective strategy, you need to measure your results. This can be done via Excel. To measure the effectiveness of your emailing strategy, routing tools are not enough. They offer a good campaign-by-campaign view. But as soon as you want to aggregate data, it doesn't follow. Why? Because every organization is different. Some will want to aggregate statistics according to time and/or campaign typologies and/or targets and/or product or service universes and/or by business unit... in short, VERY often, if you want to measure your emailing strategy, you will use Excel pivot tables. Either you fill in the results of your campaigns manually in an Excel spreadsheet at D+5 after the sending. Or you will export a .csv file once a quarter and make your popote in Excel.

Another laser cannon configuration: interconnect your routing tool with a data visualization tool. There, it runs itself. You just need time to set up the dashboards and a little budget 😉

2 possibilities then:

  • or you go through Excel
  • or you use a data visualization tool

Among the dataviz tools: Tableau software, Power BI, Qulikview... Some routing tools connect very well with these solutions.

Monitor your deliverability

Even if everything is going well, it is important to regularly ensure that your reputation is good and that your emails are reaching the inbox. Monitoring your deliverability also allows you to detect when an email has generated a negative impact on certain destinations. This allows you to readjust your aim before any blockages occur. This is done by sending regular seedlist tests on tools like Everest.

Among the tools: Everest, InboxSys, GlockApps, eDataSource, ...

Tool for managing commercial pressure

Complexe subject ! I talk about it here.
So there... I don't know a brand that has a good vision on its commercial pressure. Between promotional emails, newsletters, automated emails, management rules... (and I'm not talking about other communication channels like SMS, mail, phone calls...) who really receives what and when? What is needed is a mapping of all emails sent by contact profile over time. (even I don't quite understand my sentence ^^')

If you want us to tell you about routing tools, others, our vision of the market, our network of consultants, etc... contact us !

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