Genesys

Every year Genesys delivers more than 70 billion remarkable customer experiences for organizations in over 100 countries. Through the power of the cloud and AI, its technology connects every customer moment across marketing, sales, and service on any channel while improving employee experiences.

Email is one of the top sources of attribution to Genesys, with everyone from designers to marketers, copywriters, translators, and developers building email campaigns — roughly 100+ people working on email in a dozen different languages. The company needed a platform that could facilitate scalable email creation and delivery while maintaining brand consistency.

The marketing team at Genesys partnered closely with the Technical Success and Customer Success teams to gain all the support and expertise needed. They developed a customized Email Design System that required no code, where users could build email using Bird's intuitive editor — with the branding already locked down.

The Email Design System locked down design and branding elements, ensuring consistency across the board. With the ability to make edits without adding code, teams can go to market faster because changes take significantly less time. Over 110 marketers at Genesys now use Bird to create email in one place.

“Bird's ability to lock down areas of our email design system has been invaluable to us. It has enabled consistency for every email we send. This has also freed up time from our QA process as we know every email going out the door will be on-brand, so we can concentrate on the content and design side.”

Tammi St. Angelo, Global Marketing Automation and Email Strategy, Genesys

Previously it took a small team of 2–3 people six months to automate a single regional nurture stream. With Bird, the team can involve marketers from around the world to assist in building automations, making the process faster for everyone. Each email is quickly built in an intuitive drag-and-drop editor, speeding up production globally.

To enable global marketers to build their own campaigns, Genesys leveraged Bird's direct integration with its ESP, Eloqua. The integration lets anyone build and export emails with a few clicks, and because Bird doesn't add additional code, campaigns only need one round of QA. Bird's Expectations feature alerts marketers to errors during creation — such as an image that hasn't been updated or a missing CTA link — and team and project structures let the right translators, editors, and copywriters access the relevant projects.

“Bird's live preview tool has been critical for us to render-check how the email looks, especially when we have translators adding content once the emails have been exported. Little wins like this have really saved our team time.”

Tammi St. Angelo, Global Marketing Automation and Email Strategy, Genesys

In the past, Genesys's small technical team struggled with the bandwidth required for automations — it took six months to automate one regional nurture stream. Now 100+ people touch email in a dozen different languages, allowing the team to send email at scale. After implementing Bird's Email Design System, in just 90 days Genesys 4x'd the amount of work by involving less technical teams in email production.

“Now, with Bird, we can enable more marketers globally to help us build automations and speed up the process for everyone. In 3 months, we've knocked out 4 times the work by enabling the less technical teams to help on email production.”

Tammi St. Angelo, Global Marketing Automation and Email Strategy, Genesys