ZAION

ZAION

ZAION boosts email deliverability from 75% to 98% on its DQE-qualified database

Zaion offers a complete solution for processing voice customer relations based on Artificial Intelligence and supervised in real time. Its mission: to put voice back at the heart of the customer experience and enhance human capital.

DQE is a must-have to restore the quality of a customer database and maintain it in real time. In emailing campaigns, it insures solving the problem of bounces on ISP servers.

Marion Camurat
Head of Marketing - ZAION
Use case

Zaion puts voice at the heart of customer relations: its callbots understand the user’s intention in natural language and respond precisely in natural language. Zaion’s customers can automate and make the processing of high-volume, recurring voice requests more efficient, and free up their teams for strategic tasks. These include major players in the banking and insurance industries, energy, and public sector organizations such as the French Ministry of Health, which has entrusted Zaion with the provision of voice information on health measures during the Covid pandemic.

 

In order to communicate with its BtoB customers and prospects, Zaion mainly runs emailing campaigns. However, the original customer database was not properly encoded or connected to the emailing tool, requiring extractions from one tool to another. Many tasks remained manual, such as the addition of contacts by sales representatives via Excel files, or the deletion of incorrectly encoded addresses. When the first emailings were sent, Marion Camurat, Head of Marketing at Zaion, noticed unsatisfactory deliverability rates, reaching 75% at most. “To achieve better deliverability rates and avoid damaging Zaion’s reputation with ISPs, we needed to clean up the database and standardize customer data. We were also looking for more personalized messages, especially in the salutation, which requires identifying the gender of each contact“.

DQE was quickly selected for its reputation and reliability. In addition, its DataQ solution is available through the Appexchange that Zaion uses in Salesforce. In fact, to enhance its marketing automation, Zaion uses Salesforce’s Pardot tool.

 

Within 15 days, Zaion was able to implement EMAIL, DataQ’s email reliability module, to clean up its existing database. The company was able to restore the quality of its customer data with email addresses that were verified to be reachable.

 

Since then, the quality of the database is maintained in real time with on-the-fly verification of new incoming addresses, which is made possible by the integration of DataQ in Salesforce with a direct connection of DQE plugins to Pardot forms. The incoming flows from the website and the salespeople’s entries are automatically verified and only the validated email addresses are integrated into the database. For Marion Camurat, “DQE is a must-have to give a customer database quality and maintain it in real time. In emailing campaigns, it insures solving the problem of bounces on ISP servers.

Deliverability rate up 20 points

Zaion’s email campaigns delivered on the adjusted database immediately benefited from a 20-point increase in deliverability. ” Thanks to DQE, we now achieve an email deliverability rate of at least 98%, which proves that we are addressing people who exist, and therefore an active base” said Marion Camurat.

Emails well received and twice as many opened

In addition to reliable email address reachability, DQE allows for fine-tuned personalization and targeting of messages. For example, Zaion can identify the gender of each contact to personalize the salutation in the email header. Marion Camurat added: ” Since we’ve been using DQE, we’ve doubled the open rate of our emails, thanks in part to better personalized messages. 

 

A quality database for qualified leads

Thanks to the controlled addressing of emails, Marion Camurat’s marketing department redirects contacts with a high conversion potential to the sales team. ” Thanks to the integration of DQE, the results obtained in emailing demonstrate the interest of working on the quality of the database, more than its volume. These results help to renew the marketing culture in the company thanks to qualitative work on the data” noted Marion Camurat.

 

In the future, Zaion is considering new operations that include physical mailings to its customers. As part of this, DQE solutions can help it qualify its customer accounts in Salesforce, including company information incorporation and postal address enrichment.

SECTOR

Technologies

CHALLENGES

DQE SOLUTIONS

EMAIL

BENEFITS

98% deliverability rate, up 20 points
Addressing of active contacts which doubles the email open rate
Better qualified leads on a sound basis

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