Scaling Multilingual Technical Support for a Leading Email Marketing Platform

About the client

Our client is a cloud-based email marketing platform founded in 2010. They provide email delivery and tracking services for both transactional emails and personalized marketing campaigns.

The SaaS platform serves over 40,000 companies worldwide. On peak days like Black Friday, they process up to 228 million messages. Their typical capacity reaches 10 million messages per hour.

The Challenge: Scaling Technical Support with Multilingual Capabilities

In 2013, the company’s founder, who had worked with us in his previous company, reached out during the early stages of platform development. They had an alpha version live, but faced a critical scaling problem.

The client base was growing rapidly. The founder needed experienced developers to scale the infrastructure and handle increasing demand.

There was another challenge. The platform needed multilingual technical support to serve its global customer base. Finding talent with English plus additional languages like French, German, and Spanish proved difficult in France, where the company was based.

The founder needed a partner who could provide both technical expertise and multilingual support capabilities. And they needed this quickly to keep pace with growth.

Building a Scalable Multilingual Technical Support Team

We started with three PHP developers in October 2013. Their focus was scaling the platform to meet growing customer demand.

Building the Support Foundation (2014-2015)

In 2014, we established the first outsourced technical support team. The location offered two advantages. Our developers were already here, making collaboration easier. And the local talent pool included professionals fluent in English plus French, German, or Spanish. To this day, two of the founding members of the technical support team work for that same client.

We added a Level 2 technical support tier in 2015. This created a clear escalation path for complex issues. We also launched a Compliance team to protect platform reputation and prevent abuse.

Expanding Capabilities (2016-2019)

The partnership grew as the platform evolved. We built out several specialized teams:

• Product Team – Translated client requirements into technical specifications
• QA Team – Tested new features before release
• Customer Success Management – Provided VIP-level support for high-value accounts
• Content Marketing Team – Developed the resource center in 2018

As technology needs evolved, so did our expertise. Our developer team used Go, a relatively new language at the time, to build the platform’s API. This replaced the previous Pascal-based system and enabled SMS sending capabilities. Additionally, parts of the platform migrated from PHP to React as part of ongoing modernization efforts.

In 2019, we added Sales Engineers to the team. This role leveraged our accumulated platform knowledge to support business development activities.

Navigating Acquisition and Growth (2019-2022)

Late 2019 brought organizational changes. An American company specializing in transactional emails acquired our client. Though the product remained separate, the structure shifted.

In 2020, the parent company invested in keeping all support functions within Proxiad. They also added a critical new capability – Level 3 technical support through a Site Reliability Engineer (SRE) role that we filled by promoting a Level 2 support team member.

A second acquisition happened in 2022 when a Swedish communication platform as a service (CPaaS) company purchased both brands. The products and brands stayed intact without restructuring.

That year brought significant technical changes. We migrated to a new ticketing system, with our team managing the entire process. We launched live chat and phone support channels. We created FAQ responses to improve the customer experience. We implemented priority support based on pricing tiers. Finally, we also trained a chatbot that now handles initial customer inquiries.

That same year, our Billing Support team launched. It handles account renewals, price adjustments, contract management, and invoicing.

Current Collaboration (2023-Present)

In 2023, we hired our first Senior Java Developer to work on other projects within the CPaaS company’s portfolio. Our Sales Engineering team expanded its scope beyond just the email marketing platform to provide pre-sales technical consultations and demos for all CPaaS products related to messaging. The Compliance team added deliverability expertise. They now help customers successfully send high volumes of emails while maintaining sender reputation.

Today, our team includes 30+ people across eight specialized functions:

• Technical Support Level 1, 2, and 3 (Site Reliability Engineers)
• Billing Specialists
• Compliance & Deliverability
• Support Team Managers
• Sales Engineers
• Technical Account Managers
• Senior Project Manager

Our multilingual technical support team handles live support through phone and chat. They test new feature releases, report bugs, and suggest product improvements. They maintain both client-facing and internal documentation.

Technical Account Managers work with high-revenue clients on technical issues and deliverability consultancy. They provide personalized reporting and platform training.

Site Reliability Engineers ensure platform stability through system monitoring and infrastructure optimization. They collaborate with internal teams on releases and lead decision-making during peak periods like Black Friday and Cyber Monday. Thanks to their proven domain expertise, they now successfully handle incident management tasks in full autonomy.

We’ve been through two acquisitions with this client, and each time they chose to keep us as their multilingual technical support partner. That trust doesn’t happen overnight. It comes from consistently delivering, understanding their business, and adapting as their needs evolve. – Krasimir Mantchikov, Head of EU Support & Operations 

Impact: From 3 Developers to a Scalable Technical Support Team

Over 13 years, we’ve grown from 3 developers to a 33-person multilingual technical support team that serves as an extension of our client’s organization.

Technical support has evolved beyond answering tickets. As automation handles routine queries, support teams need to shift from reactive to proactive. The teams closest to customers spot product issues first, suggest improvements, and directly influence whether clients stay or leave.

Our experience shows that technical support isn’t the end of the sales chain – it’s often what determines platform success. Strong support teams drive customer retention, win new business through referrals, and maintain the satisfaction scores that make or break SaaS platforms.

Customer satisfaction scores improved dramatically under our support:

This partnership demonstrates how the right technical support teams can scale alongside a growing platform. What started as a need for three developers evolved into a full-spectrum support operation spanning technical troubleshooting, compliance, deliverability, billing, and sales engineering.

Our team has adapted through two acquisitions, multiple technology migrations, and massive platform growth. We’ve built institutional knowledge that allows us to train chatbots, onboard new global support teams, and provide strategic technical guidance.

This long-term collaboration shows that technical support is more than solving tickets. It’s about growing with your client, anticipating their needs, and building teams that become an integral part of their success.

Looking for multilingual technical support teams that scale with your business? Technology Empowered by People means building partnerships that last. Contact us to discuss your needs.