Customer engagement in the media: how Le Point is rethinking its CRM strategy

Changing the pace of a media outlet is never insignificant.

Yet that's precisely the choice Le Point made: transforming an organization characterized by rigid CRM scenarios and multiple tools into a fluid system focused on direct relationships with its readers.

At The Audiencers festival, Thomas Le Mer, Marketing, Subscriptions & BizDev Director at Le Point, discussed this journey with Batch: how a news outlet managing 600 million emails per year modernized its CRM stack to gain autonomy, performance, and omnichannel capabilities.

Le Point, a media outlet with high volumes and high CRM requirements

With massive email volumes, a demanding marketing team, and a clear ambition for subscriptions, Le Point needed to evolve its increasingly limiting stack.

Their old CRM no longer allowed them to:

• quickly adapt scenarios,

• activate multiple channels in a coordinated manner,

• give marketing teams real autonomy,

• streamline the costs associated with the proliferation of tools.

The challenge was clear: to migrate quickly to a single platform capable of handling the load, while also opening up new omnichannel use cases.

A Rapid CRM Migration to a Single Platform

In less than 5 months, Le Point migrated its entire CRM strategy to Batch.

The result:

• a single platform for email and push notifications,

• redesigned, more dynamic onboarding processes,

• fully autonomous marketing teams for creating, targeting, and activating campaigns,

• significant streamlining: replacing 3 to 4 licenses with a single tool.

All existing scenarios were retained and operational from the outset.

What You Will Learn in This Presentation

This resource is intended for CRM, marketing, and data teams at high-volume media outlets and platforms.

You will discover, among other things:

• how to manage 600 million emails per year without compromising deliverability or user experience,

• how to move from rigid scenarios to dynamic omnichannel journeys (Email + Push notifications),

• how to achieve complete marketing autonomy, without IT dependencies,

• how to unify CRM data and feed performance data back into analytics tools.

Batch, CRM partner for high-stakes media

Batch supports numerous media companies in Europe in modernizing their audience relationships.

With Batch, Le Point was able to:

• activate email and push notifications from a single omnichannel platform,

• leverage real-time data to personalize messages,

• simplify its CRM stack while improving performance,

• free up teams to focus on strategy and optimization.