With a role in favor of industrial development in Brazil since the end of the 1920s and beginning of the 1930s, the Federation of Industries of the State of São Paulo (Fiesp) is an institution recognized throughout the national territory for its trajectory of struggle for Brazilian competitiveness.
Fiesp represents about 130 thousand industries from various sectors, of all sizes and from the most different production chains, distributed in 131 employers’ unions. The entity also stands out for its performance on dozens of fronts, ranging from helping small and medium-sized companies to stimulating sustainable development.
Fiesp’s corporate structure encompasses 10 departments, 15 Thematic Superior Councils (coordinated by the Roberto Simonsen Institute – IRS) and three other important bodies whose work also reverberates throughout the Brazilian territory:
• Social Service of Industry (SESI): An entity governed by private law, under the terms of civil law, structured on a federative basis to provide social assistance to industrial workers and workers of similar activities throughout the country.
• National Service for Industrial Learning (SENAI): One of the five largest professional education complexes in the world and the largest in Latin America. SENAI’s courses train professionals for 28 areas of Brazilian industry – from professional initiation to undergraduate and graduate technological studies.
• Center of Industries of the State of São Paulo (Ciesp): Non-profit civil entity, founded in 1928, brings together industrial companies and their parent companies, and associations linked to the productive sector, as well as companies whose object is activities directly related to the interests of Industry.
To deal with such a broad structure of an influential entity not only in São Paulo, but at the national level, Fiesp has a Big Data sector. In this department, the entity needs to have agile and integrated resources, which enable the visualization of the macro scenario, while professionals serve hundreds of internal centers.
This context is what the Big Data Coordinator, Silvia Regina Veloso de Souza, calls “acting as a mini-agency”.
Each council, department and member body of Fiesp has its own work routine and events. Acting as a “mini-agency” meeting these needs while executing internal demands of Fiesp itself requires that data analysis and strategy execution take place in an intelligent and multichannel system, such as iSend.
Fiesp’s confidence in iSend’s products began to be built in 2015, when the entity hired the system to send E-mail Marketing on a one-off basis. At the time, the Federation’s need was to publicize the national campaign Não Vou Pagar o Pato.
Silvia reports that it was necessary to have a tool capable of sending to a wide base of contacts, with the necessary certification so that the messages were not considered as spam. iSend not only met the need, but also began to build a relationship of trust with Fiesp.
After 2015, the Federation hired the same service on other occasions. In 2021, Fiesp officially hired iSend not only to send E-mail Marketing, but the entire package of integrated and multichannel solutions.
According to the Big Data Coordinator, opting to hire iSend was definitely after using other tools that were not able to meet, in an integrated way, the demands of the Federation.
Fiesp uses iSend to organize its extensive database and departments into Cost Centers. Silvia points out that having everything centralized in a single tool facilitates the work routine, as it separates information from each department, while allowing you to view the complete structure.
“If it weren’t for the advantage of centralizing several departments in one tool, it wouldn’t be possible to do this service as an agency. This makes it possible to provide massive care, but at the same time individualized”, details Silvia.
To give you an idea, SENAI alone has 95 Cost Centers related to schools registered in iSend.
An entity like Fiesp, which works for the country’s competitiveness, has no time to waste. Fiesp relies on iSend’s E-mail Marketing precisely because the solution streamlines the routine communications that the entity sends to its wide base of contacts.
How?
• Creating emails from easy-to-customize HTML templates, without having to create from scratch;
• Using dozens of agile filters to segment messages according to the personas of interest;
• Analyzing reports with the most important data for the Big Data sector;
• Monitoring the submissions of each segmentation.
In addition, Silvia points out that iSend is able to meet robust demands, such as sending messages to a base with 4 million contacts. According to the Big Data Coordinator, the validation of contacts made by iSend is very efficient, which guarantees much higher delivery and email opening rates compared to the results obtained with other tools that Fiesp has already used.
Efficiency is also the hallmark of iSend’s support. Silvia says that Fiesp has many emergencies, and is always served quickly by iSend. She says that they lost a lot of time with the tool used previously, which took days to solve doubts and problems with the platform, and with iSend the fluency is very good in every way.
“I’ve worked with several products and services throughout my career, and what I think is that the iSend team is very well trained. There’s no such thing as ‘give me some time to see’, they always respond on time. This is a strong point. The service is really very good on a daily basis, and for our operation this makes all the difference”, says Silvia.
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