Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services, employing about 60,000 people and reporting global revenues of more than EUR6 billion in 2004.

Tailored client communication
The challenge for Email Reaction was to help Capgemini Account Directors keep their clients regularly updated with important corporate information over and above the regular communications about their current services.

Previously communication of financial results, business wins or relevant research was not managed centrally -Account Directors took information into meetings or sent emails on their own initiative.

Newsletter Generator
The desired outcome was a newsletter template that Account Directors could tailor to their clients' needs and interests so that only relevant information is included in the newsletter.

Clearly this was not a "one size fits all" communication. Email Reaction set up a web-based newsletter generating system that allows Capgemini's Marketing Department to create a checklist of business news items. Their Account Directors view it and select those items they feel are particularly relevant to their clients, forwarding it with a personalised greeting.

"Genuinely Easy to Use"
The ease of working with Email Reaction's system impressed Rebecca Thomas, Capgemini's UK Outsourcing Marketing Director. "Whatever we want to do with e-marketing we've been able to do," she says. "It's also very easy to use.

Once the templates have been developed - with very little training - we can do what we want to."

The reaction from the Account Directors has also been very positive. "They tell us it means that they get more information out to their clients on a more timely basis and they are genuinely enthusiastic about it," says Rebecca Thomas.

Tracking
With Email Reaction's tracking system, Account Directors get an automatic email when their clients click through on the email newsletter, which is now received by 70% of their clients. With this targeted approach, they are achieving a click-through rate of 33%. It means the Marketing Team can constantly refine the newsletter content selection.

Summarising Capgemini's experience of working with Email Reaction, Rebecca Thomas says: "It really is genuinely easy to use."

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