ABmail interview: Magic Minute allows you to personalize the time of sending according to your leads' habits

This week, Badsender offers you to make an opinion about ABmail by hosting the company for an interview! ABmail is both a email routing platform and an email marketing consulting agency.

The interview

Can you give us a brief history of Abmail? When was the company founded, by whom, has the business model evolved since the beginning of the adventure?

AB Mail is a product of Accro-Web, a web agency specialized in online revenue generation. ABmail was developed 5 years ago following the request of a client who could not find the specific functionalities for his business in the existing routers. So we created a custom router and seeing the functionality and deliverability rate of our machine, we continued to improve it and decided to market it.

In general, what services does Abmail offer (not only emailing related services)?

AB Mail is the result of Accro-Web's R&D efforts. As far as email routing is concerned, AB Mail is a very complete platform, equipped with innovative tools such as the Magic Minute (MM) which allows you to personalize the time and minute of sending your emails according to your leads' habits. For example, if one of your prospects has the habit of reading his emails at 9:30 am, your emails will be sent to him precisely at that time. This option allows you to boost the open rate of your emails because our machine adapts to the habits of each.

For even more personalization of your emails, AB Mail also allows you to create sending scenarios that automatically adapt to the reactions of your targets. Split testing allows you to automatically test several campaigns in parallel and select the most efficient one.

Finally, Ab Mail offers a full service that allows you to benefit from personalized support throughout your campaigns: optimization of your content, design of your emails, and technical know-how to ensure the best derivability.

AB Mail's parent company, Accro-Web offers a comprehensive range of services to optimize your online presence: web engineering services (for the creation, maintenance and hosting of websites and web applications), web marketing services (Comminity Management, SEM, content and usability optimization) and business intelligence services (CRM, data mining, web analytics...). The cross-disciplinary skills and different perspectives of each of the our emailing experts allows us to optimize your online strategy.

What makes Abmail unique in your market?

AB Mail differentiates itself from other routers thanks to the options it offers in terms of personalization of the emails sent (such as the Magic Minute mentioned above) and which boost deliverability.

Finally, with AB Mail you benefit from a personalized quality support throughout your campaigns: during their preparation, during the sending and after their sending for the analysis of your performance.

What solution do you use to send your emails?

We use our own routing solution, developed by our teams: AB Mail

What are the 3 main challenges for the next few months in the emailing world?

The next challenges facing direct marketers and email routing platforms are:

1. Adapting to the challenges of m-commerce and mobile marketing: as more and more people consult their e-mail on their smartphones, it's essential to optimize your e-mails to make them easier to read on these terminals. That's why AB Mail is currently developing responsive email templates (adaptable to all reading devices - PC, tablet, smartphone).
2. Adapt to the new constraints of ISPs and messaging services, such as the new Gmail interface and its "promotions" tab.
3. More and more personalization: today's web users are enormously solicited, so to retain their interest and create business opportunities you need to constantly adapt your offer and your relationship to the needs and reactions of your customers/prospects. Emailings must also follow this logic and adapt to the needs, characteristics and reactions of each of your leads to your messages. With our Magic Minute and the complex scenarios made possible by our system, we're entering the era of behavioral emailing.

You provide a very wide range of services, how do your teams keep up to date on the evolution of practices?

We attach great importance to Research and Development, which is why we constantly monitor and adapt our offers to market developments. Accro-Web's efforts in Research and Development have enabled it to obtain the status of Young Innovative Company (JEI), issued by the Ministry of Higher Education and Research (MESR).

What do you think of the French emailing market? Is it mature or is there still room for innovation?

The French emailing market, just like the global emailing market, is in full evolution. Emailing players have to adapt to the new behaviors of Internet users: consultation of emails via smartphones, more informed Internet users, which implies better quality, better targeted emails. Emailing campaigns must be inserted in a global web marketing strategy to create a synergy effect and optimize results. In addition, the study of lead behavior, their reactions, openings, clicks, spamming, etc... are all factors to be taken into account in the era of Big Data to better write, send and target emails.

So there is definitely still room for innovation in emailing.

A last word to conclude?

To prove the efficiency of AB Mail, we offer you a free trial of our platform: we offer you a first mailing free of charge regardless of your mailing volume. To take advantage of this offer, go to https://abmail.fr/offre.