Leetchi cut its email template production time in half and gained 30 points of open rate after bringing its CRM onto one platform. Here's how Europe's leading online crowdfunding platform rebuilt its customer relationships without losing brand consistency along the way.
Why was Leetchi's CRM held back by too many disconnected tools?
Leetchi holds the top spot among online crowdfunding platforms in Europe. Since launching in 2009, it has helped more than 15 million users raise close to €2 billion. A wedding, a birth, a funeral, a birthday: every fund carries its own emotional weight, and every message has to match it. For a CRM team, that volume raises a question plenty of marketers will recognize: how do you stay relevant at scale without sounding generic, and how do you keep that up across every channel a user might be on.
Before Batch, the CRM team led by Dagmara Kawa worked across separate tools for email, push notifications, and transactional flows. The result was a tone that shifted from channel to channel, and a heavy dependency on engineering for even the simplest template. A new campaign could take days to reach real users, and that lag made it hard to react to a spike in activity or adjust a scenario mid-flight.
How do you centralize email, push, and SMS on one CRM platform?
Leetchi chose to bring email, push notifications, and SMS together on a single Customer Engagement Platform. This omnichannel orchestration means every channel gets managed from one place, built around a single scenario logic rather than channel-by-channel campaigns run in isolation.
In practice, any scenario gets built, configured, and tested in under an hour. The CRM team no longer files a ticket with engineering to launch a new communication. That autonomy changes how fast Leetchi can react to a new behavior it spots among users, and it changes how marketing pressure gets managed too: instead of applying one cadence to everyone, the team adjusts it channel by channel, based on what protects the customer experience best.
For a platform handling 15 million users, that shift matters. A single campaign calendar covering every channel means fewer conflicting messages landing in the same inbox on the same day, and fewer campaigns competing for the same user's attention.
How do you personalize a message based on a fund's occasion?
Leetchi's real challenge wasn't just technical, it was editorial. A confirmation message for a wedding fund can't read like a message for a funeral collection. With Batch, personalized campaign content adapts automatically to each fund's data: the name, the amount raised, the category, the occasion.
That personalization shows up directly in the numbers. On the occasion-based personalization use case, open rates hit 48% and click-through rates reach 11%, both well above a generic, one-size-fits-all message sent to every user regardless of context.
Leetchi : the full case study
Contribution confirmations, personalized messaging, nudges for favorited funds: the full case study breaks down all 3 scenarios Leetchi's CRM team tested, A/B results included.
What concrete use cases show an omnichannel CRM strategy at work?
Three scenarios show the mechanics behind the results:
Omnichannel contribution confirmation: each user gets contacted on whichever channel reaches them best, to confirm their contribution was credited to the right fund. An A/B test on push notification titles and content pushed email open rates to 58%, against 33.6% and 33.3% for the two push variants.
Occasion-based personalization: tone of voice adapts to the fund's theme, wedding, birthday, or funeral, delivering a 48% open rate and an 11% click-through rate.
Re-engaging favorited funds with no contribution: users who favorited a fund but haven't contributed after 2 days get a targeted nudge. An A/B test on the email subject line lifted open rates from 48% to 54% between the two variants.
How do you gain marketing autonomy without depending on engineering?
Beyond personalization, Batch gave Leetchi's CRM team ownership of its own template production. The team can now manage marketing pressure based on the behaviors it detects, without waiting on a development cycle.
Built-in A/B testing covers every variable, email subject lines, push titles, message content, and lets the team evolve scenarios over time as results come in. That constant testing keeps the CRM strategy from freezing around outdated assumptions: every scenario recalibrates as user behavior shifts.
What results can you expect from an omnichannel, personalized CRM?
Centralizing the CRM produced three concrete outcomes for Leetchi:
Template production time cut in half
Average open rate up 30 points, click-through rate multiplied by 1.7
A stronger brand image, with one consistent tone across every marketing and transactional message
None of these gains came from a single big feature launch. They came from removing the friction between the idea for a campaign and its execution, and from giving the CRM team the data it needed to personalize each message without manual work.
Today, CRM teams can experiment and launch new campaigns more easily, with full control over design and personalization.
FAQ: what CRM teams ask about omnichannel automation
How long does it take to build and test an omnichannel CRM scenario?
At Leetchi, every email, push, or SMS scenario gets built, configured, and tested in under an hour once the Customer Engagement Platform is in place, with no engineering ticket required.
What's the difference between a Customer Engagement Platform and a standard sending tool?
A standard tool handles each channel separately, with templates that depend on engineering. A CEP like Batch centralizes email, push, and SMS under one scenario logic, run independently by the marketing team.
How do you personalize a message based on each user's context?
By drawing on the data tied to each interaction. At Leetchi, the name, the amount raised, the category, and the fund's occasion drive the tone and content of every message automatically.
Do you need technical skills to build a new CRM template?
No. At Leetchi, the CRM team builds and evolves its own templates without depending on engineering, which cut campaign production time in half.
What results can you expect from personalized, omnichannel CRM automation?
At Leetchi, centralizing the CRM delivered a 30-point rise in open rate, a 1.7x increase in click-through rate, and template production time cut in half.
This centralization reflects what Batch sets out to do for CRM teams: an omnichannel Customer Engagement Platform built to combine marketing autonomy with performance, across any industry, from crowdfunding to retail.
Anna Guigner
Content Marketing Manager @ Batch
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