A little more than two years ago, we started on this blog a interview series "to present all (or almost all) of the actors of the email sending so that you can make up your own mind about them. Unfortunately, we've never before had the opportunity to present NP6 in this context, so we've done so today with an interview with Sandra Jézo, NP6's Marketing Director. Please feel free to continue the interview in the comments, and to give your opinion if you are a user of the solution.
The interview
Can you give us a brief history of NP6?
Founded by Stéphane Zittoun, NP6 was created in 1999 near Bordeaux. It is then a company focused on the development of e-commerce applications for major French web players such as Cdiscount. Its success is dazzling with a first fiscal year of more than one million euros.
NP6 quickly specializes in the development of solutions intended for the professionals of e-marketing, and decides to propose to its customers a complete management of their newsletters, these are the premises of MailPerformance. The software in SaaS mode was finally born in 2001. A period of sustained growth followed, which has never stopped. NP6's client portfolio grew and included some of the biggest names in France and Europe. After a passage through England when the company joined the British direct marketing group IPT (interactive Prospect Targeting) in 2007, NP6 bought its independence in 2009.
2013 marks a strategic shift for NP6 with the acquisition of SOCIO Logiciels, the French leader in statistical data analysis and modeling. Through this acquisition, NP6 acquires mathematical know-how to meet the growing need for data intelligence on the part of its clients.
NP6 enriches its scope of action, offering a complete expertise around data intelligence: big and smart data, statistical analysis, data mining, geomarketing, modeling, emailing, deliverability,...
In 15 years, NP6 has become a major player in digital marketing, which today represents 110 employees spread across Bordeaux, Paris and London, 15 million in revenues in 2014, and 700 clients, including about 15 of the CAC 40.
What makes NP6 unique? What distinguishes you from other players in this very competitive market?
We believe that marketers leveraging data analytics, have a leg up on the competition in terms of customer engagement and retention. A recent 2015 Forbes Insights/Turn study proves it: marketers who drive their strategy with data report a lead over their competitors in profitability (45%) at least six times more than others, and are three times more likely to report increased revenue.
NP6 has understood these new stakes for several years, and this via the acquisition of SOCIO Software, the recognized partner of advertisers in all sectors and research companies in data analysis, data mining, geo-marketing, multi-source modeling as well as the management of their marketing campaigns.
We bring a unique know-how combining the most advanced data intelligence techniques, a SaaS solutions DNA and a proven digital marketing culture. The tools we develop therefore mix these two cultures with the same objective: to make data intelligence accessible to all marketing professionals through our operational marketing tools. MailPerformance V.8 is the only E-CRM software that natively integrates advanced predictive marketing tools.
What are the next evolutions of your platform?
Need help?
Reading content isn't everything. The best way is to talk to us.
On January 29th, we presented version 8 of MailPerformance in front of a hundred of our customers in Paris. This new version has been completely redesigned. Our objectives: to help marketing professionals gain in operational efficiency thanks to a redesigned interface, and to optimize the marketing performance of their actions via new data intelligence tools, natively integrated into MailPerformance V.8.
In addition to the new ergonomics, which make MailPerformance V.8 easier and quicker to navigate, we have integrated predictive scoring tools. Developed with SOCIO Logiciels (part of the NP6 group), they detect and predict the lifecycle level of each target. The result: better targeting and more effective e-mailings.
Among the scores on offer, the hourly appetence score (free for our customers) calculates in real time for each target the best time to send emailings to provoke a reaction. By predicting recipient behavior, this score increases the delivery quality of email campaigns and their conversion rate. We also offer other predictive scores such as reactivity, attrition, reactivation, etc.
MailPerformance V.8 is also enriched with a new feature: Marketing Designer Programs. Our customers can easily create and visualize their multi-channel marketing programs (welcome pack, win back programs, subscription, sponsorship, etc.). They can then trigger actions in real time and ultra-personalized according to the behavior of targets, their life cycle and their reading habits.
Do you offer your customers a "Freemium" mode (free version with reduced features)?
No, we don't offer this type of version because we rather address a medium/large accounts target for which the functional richness of our tool is a key element in their selection criteria of an emailing solution.
What do you think of the French emailing market? Are we reaching maturity or is there still room for new innovations?
The death of emailing announced every year has still not happened! On the contrary, we can see that the market is getting stronger with the arrival of new players and the ever-increasing integration of the emailing channel in companies' loyalty and acquisition strategies.
To remain a relevant channel, emailing will continue to innovate around several axes: development of data, improvement of the customer journey, personalization and targeting of emailing, sharing and engagement via social media tools...
A last word to conclude?
Giving meaning to data and deriving operational insights from it in order to sustain the relationship with their customers, this will be the major challenge for marketing professionals in 2015!
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