Triodos Bank

“Because Triodos Bank already had a customer database that had been used in previous email campaigns, cleaning up its lists posed no problem at all for Mailrelay’s technical team”

Key Points

• High-reputation IPs
• Fast implementation
• Improved sending reputation

About Triodos Bank

Triodos Bank is an independent European bank founded in 1980 that promotes the renewal of the financial system through a values-based banking model. It uses the money of its savers and investors to provide loans to companies and projects in the real economy, in the social, cultural and environmental sectors. It is also transparent about how that money is used.

Triodos Bank was founded to promote positive change in society through the financial system. As a bank, they finance companies and organizations working in the social, environmental and cultural fields, thanks to the support of savers and investors who choose a more humane and sustainable society.

They have a threefold mission: to help build a society that promotes quality of life and centers on human dignity; to enable individuals, companies and organizations to use money responsibly and thereby foster sustainable development; and to provide their customers with sustainable financial products and high-quality service.

Objectives

The client came to Mailrelay because they needed a reliable email marketing tool to communicate effectively with their customers by email. Like any organization in their sector, they had very well-defined communication and marketing strategies, relying on the most conventional channels for these tasks. Although they also ran email campaigns, their effectiveness was greatly reduced because they did not have a sending tool that could give them a 100% deliverability rate, along with detailed reporting on what happens to their emails once they are sent.

So, in short, their goal was not very different from that of other clients and can be summed up simply: “reach the recipients, and not just reach them, but reach them properly and stay out of the spam folder”.

Actions taken to improve the email campaigns

Since the customer database had already been worked on before, cleaning up their lists posed no problem at all for Mailrelay’s technical team. Where more effort was invested was in achieving optimal inbox placement on the destination servers. To do this, we helped them improve the sending reputation of their corporate domain (adjusting DNS settings and contacting ESPs to improve how their servers perceive emails sent from triodos.es).

Another vital aspect we focused on was the correct design of the newsletters (text, logos, images, etc.) and the configuration of the communications sent by Triodos Bank, as they occasionally had delivery problems, which were successfully solved by following the strict rules required by the most popular spam filters.

Results

Triodos Bank has managed to establish a new way of reaching its customers that complements the channels it already had, such as phone and postal mail: email marketing campaigns.

This new channel gives them real-time information on the interest each of their communications generates (thanks to real-time statistics, which let them see which customers have interacted with each campaign they send), so they can easily fine-tune their next communications and make them even more effective than the previous ones.

In addition, the investment needed to reach each of their customers is much lower than in the other communication channels they still use. Once again, this shows that email marketing is an ideal complement to more traditional customer loyalty channels.

Now their email campaigns reach all their customers’ inboxes without landing in spam folders. The improved reputation of their domain and the support provided by Mailrelay’s staff were key to this.