In summary: Mailchimp remains the leader in email marketing software, but its B2C and newsletter positioning make it a poor choice for B2B prospecting in France. The alternative French offerings offer real pluses: dedicated IPs for better deliverability, telephone support in French, local data center in France (and therefore simple for RGPD), pay-per-use pricing with no minimum consumption or subscription. In B2B, the result is more direct: higher openings, greater returns on investment.
If you type “emailing software” into Google, you’ll see that Mailchimp is very often at the top of the list of recommended solutions. And since this has been the case for some time now, it’s created a reflex: many French companies will say to themselves “well, I’ll have to think about it…but at the same time, if everyone’s using it, there must be a reason”.
The problem is that this “excellent reason” tends to forget one detail: Mailchimp was created for newsletter creators or B2C e-merchants…not for a French SME looking to reach a decision-maker by email to sell its services.
As a result, Mr. CEO, hello Web Agency: you’ve got a “top of the range” solution at your disposal, but you never get a single email arriving in your main mailbox, you get “YOU MUST SIGN UP TO HELP US” rather than a cherub galvanized by your launch and your shots of red bull, and then your marketing guys, well are you aware that your customers’ data is on American servers, offshore.
If you’re an SME doing BtoB prospecting in France, you’re faced with problems, worries, hassles…galères in a nutshell. They’re better. Listen to why, they deserve to be tested.
1. The Mailchimp myth: why this email marketing software is not suitable for French B2B
If you’re an e-merchant or sell services to individuals, Mailchimp is THE solution for sending newsletters to your subscribers. But B2B prospecting is another matter. And Mailchimp isn’t equipped for it.
Software designed for American B2C
Founded in Atlanta in 2001, Mailchimp is a solution designed for e-merchants: you collect subscribers to your newsletters via forms, you send them regular newsletters, you set up automations around their purchases… B2B prospecting is nothing like this.
The shared IP trap.
With Mailchimp, you don’t have your own IP address, but you use the same one as thousands of other users. So, if one of them sends spam, well, the IP address loses its “reputation” and your e-mails end up in spam too, even if you’re doing a good job. With Mailchimp, you have to be very, very clean and pay a hefty premium to have your own IP. With the others, it’s free and they all are!
Non-existent customer service when the going gets tough
Lost your password? Have a question about your account? No problem! Mailchimp customer service is there for you. Are you having problems with sending or with your email campaign results? You’re on your own, my friend :/
The problem of personal data
Your prospecting files contain the personal data of French professionals. With Mailchimp, this data is stored in the United States. Since the invalidation of the Privacy Shield, this situation creates a legal gray area that many companies prefer to avoid, especially in regulated sectors.
2. 5 criteria that make the difference in B2B emailing software
Choosing an emailing tool for your B2B prospecting campaigns isn’t just a matter of comparing prices or the number of templates available. Certain criteria have a direct influence on your results.
Deliverability: the invisible criterion that changes everything
An email that doesn’t reach the inbox is an email that doesn’t exist. Deliverability is one of the major issues in email marketing. To a large extent, it depends on the reputation of the IP address used to send the message. If you have a dedicated IP, you’re the only one who sends emails on it, and you’re the only one who builds your reputation. If you’re on a shared IP, the reputation of your emailing provider and all the platform’s users has an influence on yours. In B2B, where email volumes are lower but the quality of exchanges is decisive, choosing a dedicated IP is a real guarantee of quality. Pro emailing solutions also integrate specific domain names for links in your emails, so that they are not identified as spam by mail servers.
Human support in French
Email prospecting is a practice with many technical subtleties: DNS configuration, managing reception errors, optimizing objects, reading statistics… And as in many technical fields, the day when “it” doesn’t work, the problem has always occurred the night before! In such cases, being able to call or receive an email from someone who understands your customer’s problem, and who also solves it in French, is a huge time-saver. And when it comes to prospecting, time is money. Chat support in English or the never-knows-why forum never fulfill these P2B ++ requirements.
Data hosting in France
Hosting data in France means greater security for both the company and its customers. Firstly, within a European framework and in line with the RGPD, it limits the impact of extra-territorial laws such as the Cloud Act in the United States. Secondly, it simplifies things with your prospects because you can tell them easily and clearly that their information stays with us, on European soil, and that you’re not an American company. Or that you don’t pass on your prospecting data to third parties on the other side of the world… For certain sectors, such as healthcare, finance or administration in general, this has even become an imperative criterion!
Flexible pricing
A monthly subscription with commitment is fine for those who send fairly constant volumes. But it’s far from ideal for B2B prospecting. In fact, prospecting is often cyclical in nature: very active, especially during periods of business development, it loses steam when salespeople are resting or during the vacations. A system of email credits, to be used up without ever losing a single envelope, enables you to adapt your costs to your reality… Without paying for mailings you don’t actually send.
B2B-specific features
Automatic management of captchas, soft bounces, scoring of contacts according to their reactivity… These functions are of little interest to B2C newsletter managers. Yet they are necessary to maximize the yield of a prospecting campaign where every contact counts.
3. What French emailing software has to offer
Over and above technical criteria, French emailing software publishers have developed expertise specific to the French market. This local knowledge translates into concrete benefits.
French market expertise
Everyone has their own little habits, and this is even truer of French professionals, who all have their own little touches. The best times to be read, the turns of phrase that work, the sectors where it works better than elsewhere… A French publisher has experience of BtoB prospecting campaigns in France for at least 2 years (if not much more!). At Ediware, we’ve been observing thousands of BtoB campaigns a year for 20 years. Since then, we’ve done nothing but develop and enrich our software according to our customers’ wishes and needs.
More than just technical support
There’s the user, the customer or subscriber, and then there’s the customer… The difference between emailing software and a PICKECO (Ediware’s Ideal Partner + agency/consultant)? Support! Because, in our beautiful region of France, exchange is generally sacred! And of course, our customers feel well supported. We don’t launch an effective prospecting campaign by chance, or egotistically test a tool 3 minutes ago on YouTube! No, we offer an introductory meeting, we teach the team, we give advice free of charge, we work together… We’re at home! When you start with a new emailing solution, Pong! You’ve got someone at the end of the phone / on WhatsApp / email / video, etc., asking questions and supporting you.
The right infrastructure for prospecting
French emailing software specializing in B2B has designed its infrastructure around the constraints of prospecting. Quota management by address, recognition of e-mails as twins to avoid double-sending, management of absence response rejection, live extraction of recipients who have opened your e-mail: these features exist because we live and breathe with customers during their prospecting period!
Integration with existing ecosystems
Email marketing software isn’t the messiah. In any case, it doesn’t work alone. It has to be able to communicate with your CRM, with your sales management tools, with your contact databases… and so on. Publishers of French emailing solutions strive to connect their products to the most popular solutions for each profession or company size. And when integration connectors aren’t enough, there’s always the option of custom development. At Ediware, connecting via Zapier gives access to over 1,000 applications, and our API enables tailor-made synchronization with any software!
4. Comparison table: Mailchimp vs. French B2B emailing software
To give you a concrete idea of the differences, here’s a comparison of the criteria that really count in B2B prospecting.
| Criteria | Mailchimp | French B2B emailing software |
|---|---|---|
| Dedicated IP | Chargeable option with conditions | Included by default |
| French telephone support | Not available | Included at no extra cost |
| Data hosting | United States | France (native RGPD) |
| Pricing model | Monthly subscription | Non-expiring credits |
| B2B captcha management | Not supported | Automatic |
| Relaunch soft bounces | Manual | Automated |
| Deliverability support | Online documentation | Dedicated expert |
| French templates | Limited | 120+ adapted templates |
| Advanced customization | Up to 8 variables | Up to 26 variables per contact |
| Custom developments | Not available | Possible on request |
This table doesn’t say that Mailchimp is a bad email software. It simply shows that priorities differ. Mailchimp optimizes the experience for newsletter creators who want to manage everything themselves, quickly and cost-effectively. French B2B emailing software optimizes results for a company that wants to maximize the return on its prospecting investment, even if it means providing human support.
The choice depends on your use. For B2B prospecting in France, the advantages of a French solution are hard to ignore.
5. Choosing the right B2B email software: questions to ask yourself
Before selecting emailing software for your prospecting, take the time to clarify your real needs. Here are some questions to help you make the right choice.
What is your shipping volume and regularity?
If you send out campaigns on a weekly basis with constant volumes, a monthly subscription may be appropriate. If your prospecting is more irregular, with peaks during launches or trade shows, a system of non-expiring credits will avoid paying for empty months.
What is your technical autonomy?
Some teams are experts in DNS configuration, deliverability log analysis and campaign optimization. Others prefer to concentrate on their core business and delegate the technical side. In the latter case, emailing software with integrated support is more appropriate than a self-service platform.
Is your data sensitive?
Medical, legal, financial, public procurement: certain contexts require or strongly recommend data hosting in France. Check this point before committing yourself, as migrating a history of campaigns and statistics takes time.
Do you need specific integrations?
List the tools with which your emailing software will need to communicate: CRM, ERP, internal database, website. Check that connectors exist, or that the software publisher offers customized developments if necessary.
What level of support do you expect?
Is an English chat enough? Or would you prefer to be able to pick up the phone and speak to someone who knows your file? The answer to this question often eliminates half the options.
Frequently asked questions
WHICH IS THE BEST FREE EMAILING SOFTWARE?
Free emailing software such as Mailchimp or Brevo offer limited versions in terms of volume and functionality. They are suitable for testing purposes. For serious B2B prospecting, their restrictions quickly become a barrier: no dedicated IP, minimal support, advanced features reserved for paid plans. Better to invest in a suitable tool from the outset.
WHAT’S THE DIFFERENCE BETWEEN EMAILING SOFTWARE AND AN EMAILING PLATFORM?
Both terms refer to the same thing: a tool for creating, sending and analyzing email campaigns. While “emailing software” is more commonly used in Google searches, “emailing platform” is more suggestive of an online hosted solution (SaaS). Today, almost all solutions are accessible via the browser, without installation.
IS FRENCH EMAILING SOFTWARE AUTOMATICALLY RGPD COMPLIANT?
Hosting in France facilitates RGPD compliance, but is not enough. The software must also offer consent management, processing of deletion requests, and traceability of processing. French publishers generally integrate these functionalities natively, as they have been faced with them on a daily basis since 2018.
CAN YOU USE MAILCHIMP FOR B2B PROSPECTING?
Technically yes, but Mailchimp discourages this practice. Its terms of use favor sending to opt-in contacts. Specific features for B2B prospecting are lacking, and there’s a risk of account suspension if your complaint rates rise. An emailing software designed for B2B will be better adapted and more secure.
HOW MUCH DOES PROFESSIONAL EMAILING SOFTWARE COST?
Rates vary according to the model: from 20 to 500 euros per month on a subscription basis, or a few tenths of a cent per email on a credit system. To compare, calculate your real cost per e-mail sent, including essential options such as dedicated IPs. A seemingly less expensive piece of software can end up costing more once the extras have been added.
HOW TO MIGRATE TO A NEW EMAILING SOFTWARE?
Migration includes transferring your contact lists, recreating your templates, and reconfiguring your sending parameters (DNS, authentication). French publishers generally offer migration support, including data import and team training. Allow one to two weeks for a complete transition.
To conclude
The Mailchimp reflex is understandable: it’s the most visible emailing software, with a polished interface and an attractive free version. But marketing visibility doesn’t guarantee that it’s right for your needs.
For a French company involved in B2B prospecting, the choice criteria are specific: maximum deliverability thanks to dedicated IPs, responsive French-language support, RGPD-compliant hosted data, and features designed to win over new customers rather than retain existing subscribers.
Specialized French B2B emailing software meets these requirements because it has been built around them. Their expertise in the French market, their personalized support and their infrastructure optimized for prospecting make the difference where it counts: in your open rates, your response rates, and ultimately your return on investment.
At Ediware, we’ve been helping French companies with their email prospecting since 2002. Our emailing software combines the technical power of a professional infrastructure with the proximity of a team available by phone. If you’d like to find out what a French emailing software can do for your business development, our experts will be happy to discuss it with you.
