European Youth Card

“We increased our open rate and link clicks, driving more traffic to our website thanks to mass mailing.”

Key Points

• Guidance on using email marketing tools
• Higher sending frequency
• Increase newsletter views
• Improve website traffic

About European Youth Card

In Spain, the Youth Card (Carné Joven) is promoted by Injuve and the youth agencies of the Autonomous Communities. In Europe, the coordinating body is the European Youth Card Association (EYCA). It is a card that entitles its holder to significant discounts on transport, accommodation, cultural activities, shopping, etc., not only in Spain but also in most European countries (the European Youth Card is valid in more than 40 countries).

Anyone aged 30 or under can hold the Carné Joven-European Youth Card by applying for it (in each autonomous community, the local authorities are responsible for issuing it). With it, your transport, travel, cultural activities and many of your purchases become cheaper, both in Spain and in most European countries.

The Carné Joven-European Youth Card is a Europe-wide initiative that has been running for more than 25 years and benefits millions of young people.

Mass mailing goals

The client’s way of working was adequate—but not ideal—in an initial phase, that is, when you manage a small subscriber database. A small list doesn’t require great resources to send campaigns, but without an experienced sending platform, sending to large groups of subscribers is practically impossible: to get reliable reports on your communications, suitable outgoing IPs and control over every aspect of the sending, a robust sending engine like the one Mailrelay offers is essential.

The goals this client was pursuing are very clear, as they put it: “When we started working with Mailrelay, our goal was to have a usable mass mailing tool that would allow us to increase our sending frequency and the number of users in each send.

We were also looking for a tool that would let us quickly and easily create an attractive newsletter design adaptable to each type of promotion or communication.”

Actions Taken

Mailrelay’s support team helped the client detect and fix the sending errors (related to configuration) on the client’s mail servers, as well as make the corresponding adjustments to those servers. This not only ensures that those servers work properly with the Mailrelay service, but also permanently benefits the sending reputation of the client’s own servers, regardless of whether they send from Mailrelay or directly from their own server.

They were also trained in everything related to creating newsletters and announcements that were both effective and visually appealing, making sure they included the essential elements to achieve much higher open rates compared to their previous email provider.

Results

In our success stories we usually explain the outcome and the benefit the client has obtained as briefly and concisely as possible, but in this case we think the best way to show it is to use our client’s own words:

“The Mailrelay platform has templates that have allowed us to adapt the design of each send to the type of communication we want to make. This way, we have increased our open rate and link clicks, driving more traffic to our website.

Since we started using Mailrelay as the tool for our mass mailing campaigns, we have been able to set up a structured schedule with at least 2 sends a month to around 30,000 users.

In addition, the tool’s sending history and statistics module have been very useful for analyzing the results of each send and optimizing the next ones.”

“Mailrelay has allowed us to substantially optimize the results of our emailing campaigns, achieving an attractive design in every send, adapted to each type of communication. This optimization has resulted in an increase in open and click rates that has brought traffic to our website. The statistics module has allowed us to progressively improve each new send.
We would also like to highlight the online customer service, which has quickly and effectively resolved any issue we have had.”

Consuelo Layunta,
European Youth Card Program.