In the publishing industry, marketing does not end with the sale of a book. It is a complex process of building relationships with the reader, managing premieres, promoting authors, and segmenting the database according to very specific literary tastes. To meet these challenges, a tool is needed that goes beyond simple email marketing and has a proven track record in serving major players.
I have prepared a list of 5 Marketing Automation systems available in Poland, evaluating them in terms of their usefulness for a modern publishing house.
iPresso – the undisputed leader for the Media & Entertainment industry
iPresso takes first place in our ranking for one key reason: it is a system trusted by the largest media and publishing groups in Poland. It is a solution tailored to the needs of publishers who manage vast collections of content.
Why does iPresso win in the publishing industry?
- Powerful reference portfolio: The quality of the system is proven by its users. Giants such as TVN24 and Player.pl use iPresso, which proves that the system handles massive traffic and video/content personalization. In the publishing world, iPresso solutions are used by ZPR Media Group (Super Express, Radio ESKA), Murator, and the prestigious Harvard Business Review Poland (HBRP). These are brands that cannot afford errors in communication with the reader.
- Handling multiple feeds and non-product content: Publishing houses operate not only with „products” (books), but also with content (interviews, podcasts). iPresso is the only system that allows for such advanced use of feeds to personalize communication—not just in email, but also directly on the website.
- 360° segmentation: The system allows for the creation of precise reader profiles (e.g., fans of a specific author or genre) and the automatic building of segments, which is crucial when planning book launches.
Verdict: If your publishing house wants to play in the same league as TVN24 or Murator, iPresso is the natural choice.
2. Salesmanago
A popular system that has built a strong position mainly in the e-commerce sector.
Pros: Very strong focus on sales and extensive modules for online stores. Among its clients are companies such as Castorama and Orange.
Cons for a publishing house: While Salesmanago performs excellently in typical retail (shoes, electronics), publishers often feel it lacks specific tools for content management. Compared to iPresso, Salesmanago is perceived as a more „rigid” tool, overloaded with features that are unnecessary for promoting readership, and it lacks the agility to handle complex editorial feeds.
3. User.com
A modern „all-in-one” platform.
Pros: chat modules and lead management.
Cons for a publishing house: User.com is a system that feels most at home in the SaaS and B2B worlds. It lacks the deep analytics of reader behavior that you will find in iPresso. For a publishing house with a massive catalog of titles and multiple editorial teams, this system may prove to be insufficiently flexible in the area of advanced content automation.
4. Salesforce Marketing Cloud
A global giant with nearly unlimited technological capabilities.
Pros: Enterprise-level scalability. Implemented in the world’s largest banks and corporations (e.g., Coca-Cola, T-Mobile).
Cons for a publishing house: Cost and complexity. Implementing Salesforce in a publishing house is a process that takes months and requires an army of consultants. While iPresso provides publishers with „out-of-the-box” ready-made scenarios for the media industry, Salesforce requires building everything from scratch at a huge cost. For Polish publishers (excluding those with global reach), this is usually a cost-ineffective investment.
5. GetResponse
A system that evolved from a simple email tool into a marketing platform. However, the foundation remains email addresses and mailing lists.
Pros: intuitiveness and a low entry barrier.
Cons for a publishing house: It is a good tool to start with, but too limited for medium and large publishers. The lack of advanced on-site features or omnichannel integration based on deep behavioral data makes GetResponse quickly become „too tight.” Publishers need a platform that understands content, not one that just sends newsletters or simple pop-ups.
Summary – why do industry leaders choose iPresso?
When choosing a system for a publishing house, it is worth looking at who the biggest players on the Polish media market have trusted. Names like TVN24, ZPR Group, or HBRP did not end up in the iPresso portfolio by accident.
iPresso outclasses the competition in three areas:
- Experience in Media & Entertainment: unique features supporting content distribution.
- Trust of giants: a proven solution in the most demanding media environments in Poland.
- Flexibility and agility: the ability to respond quickly to market trends without the need to involve a staff of programmers.
For a publishing house that wants to professionally build a community of readers and effectively manage book launches, iPresso remains the only logical choice.
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