How Pipedrive added millions in revenue with the Nylas Email API

Location: New York
Employees: 1000
Product: Email API
Impact: Thousands of new subscribers generating millions in revenue Saved months of engineering time Met strict security requirements

Learn how Pipedrive’s value-added offerings are benefiting thousands of new subscribers

Pipedrive is a leading CRM designed to help small sales teams manage intricate or lengthy sales processes with the philosophy of activity-based selling. Pipedrive’s mission — to put the needs of salespeople first — has helped it create a tool that is currently used by more than 30,000 companies around the world.

Challenges:

Early versions of the Pipedrive platform included basic email integration, which allowed users to use a simple BCC to add email threads to their CRM records. Later, the company added a Gmail integration.

However, when it became clear that this Gmail integration couldn’t scale, Pipedrive’s product management team began evaluating several email APIs to add scalable support for multiple email providers. During the vetting process, Nylas emerged as the only provider that could meet the company’s requirements. “Most of the APIs we considered lacked the security and breadth of email provider support that we needed,” says Martin Henk, co-founder and Head of Product at Pipedrive. “Nylas allowed us to add support for Office365, Outlook, Exchange, and IMAP email providers in a scalable way.”

Solution:

Increase customer engagement

The Nylas API enabled Pipedrive to add two new pricing tiers to its offerings in August 2016. The Silver tier continues to allow customers to use BCCs to sync their email with Pipedrive manually. In the new Gold and Platinum tiers, Nylas-powered full email sync now enables users to seamlessly connect their email provider of choice and send emails directly from inside Pipedrive. The sync works in both directions: emails sent via Pipedrive appear in the user’s regular email inbox, and emails tied to deals or contacts that are sent from the email client appear automatically in Pipedrive.

The newly introduced tiers also give users a single view of all email correspondence surrounding a deal or contact. By presenting messages and contact interaction history within the CRM, Pipedrive helps prevent context switching between the CRM, the email inbox, and LinkedIn. Now users can manage the entire customer relationship without leaving Pipedrive.

“We optimized Pipedrive to help companies funnel sales prospects through the process quickly. The new features we built with the Nylas API help users understand each contact, opportunity, or deal at a glance — and because they don’t have to switch to another app to communicate, they can be much more productive and close deals faster,” said Henk.

Results:

Nylas delivers security and reliability at scale

Pipedrive has a large presence in Estonia, which means that the company’s products are required to comply with strict European Union privacy standards. As a result, a security review was an important part of Pipedrive’s email API evaluation process.

Nylas is Safe Harbor Compliant for both US-EU and US-Swiss standards, and is PCI and HIPAA ready. Rigorous third-party audits and penetration tests help ensure transparency and compliance. Data for each account is isolated with multi-level permission checks at both the application and service layers, and all Nylas API calls require proprietary OAuth2 authentication tokens that are granted only by Nylas. User data is encrypted at rest using military-grade standards.

Working with Nylas helps Pipedrive deliver reliability at scale as well. “The Nylas API gives us a single point of integration for email features. It’s much easier for us to build and test one integration than individual integrations with each email provider,” says Henk. “It’s also important to us that Nylas is an email company, not an advertising company. We know the API won’t be changed or discontinued unexpectedly.”

Value-added offerings ignite subscriber acquisition and revenue growth

In the three months following the August launch of Pipedrive’s Gold and Platinum plans, thousands of new subscribers began using the value-added versions of the product. These subscribers represent millions in new annual recurring revenue (ARR) for the company.

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