Advertising: E mail administration (Gec) is shifting to multi-channel mode

Paper mail, emails, messages sent by users from social networks … incoming and outgoing flows of all kinds are increasingly managed by marketing departments from a centralized e-mail management platform (GEC). This is in support of solutions for character recognition, extraction of supporting documents or robotization of the most basic processing tasks.

Contents of this dossier dedicated to e-mail management:

For marketing professionals, the quality of customer or partner experience depends in part on the company’s ability to respond quickly and well each time they approach it.

> Read also: Why and how to set up email management (Gec)?

Multichannel communication

Whether by mail, e-mail or message posted on social media … Everything is done so that employees process dematerialized incoming streams and then spread digital data, even if it means rematerializing them so that they can be sent on paper. one or more recipients.

The first obvious benefit of this strategy is: “Saving office space,” says Eric Jamet, Tessi’s marketing director, a specialist in process dematerialization and “multi-channel incoming flows.” Since 2016, this French group has been responsible for the dematerialisation of all paper mail received by the Caisse d’Épargne Rhône-Alpes (6,000 postal items sent each month).

Another advantage has to do with “better flow of information” and “increased efficiency” for everything related to the processing of customer requests.

Dedicated Gec solutions or outsourcing

With the exception of local authorities, which are often equipped with solutions entirely dedicated to electronic mail management, such as the Maarch Courrier (Xelians Group, formerly Archiveco) or NeoLedge (Archimed Group), large private senders of classic mail or classic messages often rely on outsourcing or digitizing processes (such as Tessi, Pitney Bowes or AM Trust, etc.).

In addition, some large orders, large mail consumers, are opting to develop their own technologies. This is the case of MAIF with Melusina’s solution, which has been available in open source since last year: it offers a block for word processing of incoming e-mails, a classification block and a description module, “which generates a short e-mail summary”.

Other companies choose to link email management modules to their existing documentation software, which editors of these applications often make available. They have a choice.

Alfresco tells us, for example, that it has developed a connector that allows “users to access, manage and share Outlook content.” Document management software publisher Arondor is offering a Flower Gec module with its Ged, and Oodrive bought an electronic signature book publisher (LegalBox) in mid-2019 with the ambition to support “companies in their dematerialization projects for inbound flow, internal and outgoing documents ”.

> Read also: Email Management (Gec): which solution to choose?

online services

In most sectors of activity, the trend is towards the use of Sed (Archiving Data Exchange Standard), which enables the possible transfer of such exchanged data to electronic archiving systems.

This also supports the development of online services, says Jean-Louis Ercolani, CEO of Maarch:

“This allows us to provide services to smaller organizations – from 2,000 users upwards – which do not necessarily have their own server rooms or the skills needed to administer this type of solution,” he explains. “And offer them solutions that greatly facilitate all mail management tasks.”

For this purpose, the new version (20.03) of this open source solution is equipped with online editing services (OnlyOffice) and secure mail sharing with other users of the Maarch Courrier (Maarch to Maarch).

> Read also: Email Management (Gec) from A to Z.

It is also possible for users to see “the latest mail-related events” or to save “reusable” datasets. With the possibility of improving the quality of sent letters.

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