Milar

“Our head office regularly uses Mailrelay to send commercial emails, having chosen it after comparing several providers”

Key Points

• Easy to use
• Templates for creating newsletters
• Straight to the inbox
• Building customer loyalty and strengthening their branding

About Milar

Milar is a group of stores specializing in home appliances and consumer electronics, founded in 1989. Today, Milar has a network of more than 400 stores across Spain (the mainland, the Balearic Islands and the Canary Islands), as well as eleven logistics centers that serve all of its stores.

Its goal is to give customers the best service when buying their home appliances, always offering them the latest cutting-edge designs and putting the newest products on the market within their reach.

A commitment to improving every day and a constant drive to adapt to new market needs and trends have led Milar to pay special attention to the services it provides and to technological innovation. At Milar, they are committed to offering:

• The best prices on the market. If you find it cheaper, they’ll give you your money back.
• The latest in technology and design.
• The most complete information about their products.
• The most thorough technical advice from the best professionals in the industry.
• Personalized service before, during and after your visit.

Objectives

Milar’s head office signed up for Mailrelay looking for a newsletter sending tool for its franchises, with very clearly defined needs: a system for sending emails that was fast, effective and easy to use, since it would be used both by the technical staff at its main offices and by the many franchisees across its store network. Naturally, not everyone in charge of running local promotions is an expert in email marketing design.
At the same time, it was essential that the campaigns sent by each franchisee to its subscriber lists were kept separate (for each store), and no franchisee could be able to access the reports generated by other franchisees’ campaigns, in order to protect the business approach and marketing techniques each Milar store applies locally.

Actions taken to send effective emails

Our development team supported them every step of the way so that the communications they wanted to send through our sending service were effective and were not blocked by anti-spam services, and to achieve optimal deliverability when sending bulk emails, so that their messages not only reached recipients’ mailboxes but also stopped landing in the spam folder (one of the main problems they were facing).

To do this, we created custom templates for them and advised them on everything related to deliverability, both on designs and on effective subject lines (able to get past anti-spam filters).

At the same time, our support department set up several accounts for different franchises, adapting to their specific needs at no extra cost.

Results

With Mailrelay’s help, Milar has managed to send effective emails with its email marketing campaigns, not only in terms of deliverability but also by keeping in more regular contact with its customers, all with one goal in mind: building loyalty, improving its branding and increasing sales.

Sometimes customers are very close to achieving the goals they set for their email marketing campaigns, but minor details that seem unimportant become an insurmountable obstacle.

Thanks to a few simple tips, based on the experience of the email marketing consultants, Milar reaches its customers’ inboxes and builds their loyalty without any problems.

“Our head office regularly uses Mailrelay to send commercial emails, having chosen it after comparing several providers.”

Manager, Milar Alzamora.