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WEBHELP’s secret: How it achieved 97% deliverability in its email campaigns
Webhelp is the European leader in customer experience outsourcing and BPO. The company, created in 2000, counts big brands such as Bouygues Télécom, Vodafone, and Direct Energie among its clients… These brands entrust it with the management of their customer relationships and payment management as well as their marketing services. With a strong international presence, the group now has over 35,000 employees in 26 countries.
Before relying on Sparklane, Webhelp had a substantial B2B contacts database but with a really weak marketing component, since 50% of the marketing contacts were obsolete. In order to address an aggressive growth strategy in terms of marketing targets, Webhelp chose the Sparklane for Marketing solution. The goal is to ensure, thanks to continuous data updates, a maximised deliverability rate on lead nurturing campaigns.
We made this choice for several reasons:
Webhelp is equipped with a Marketing Automation platform, Pardot, with which it undertakes lead nurturing campaigns in very specific markets. Webhelp therefore uses Sparklane’s data to feed its Pardot tool.
The advanced targeting features proposed by the Sparklane for Marketing solution enable Webhelp to address its messages to very precise segments, thereby maximising its opening rates. The opening rate can reach up to 27% on certain campaigns. And the deliverability rate is also excellent. On average it hits 97% across the mailing operations undertaken.
Webhelp has put in place a very ambitious expansion strategy for the coming months. There will be more and more Marketing Automation campaigns. In this framework, Webhelp intends to quickly widen its perimeters and make even greater use of Sparklane’s data to support it in its ambitions of growth.
And in order to do this Webhelp wants to fully incorporate Sparklane for Marketing into its Pardot platform thanks to a connector. This will enable the marketing department to gain precious time in the preparation and execution of lead generation campaigns.