JUBIL BBVA | Email marketing case studies

“Mailrelay is playing a key role in the modernization process our Association is undertaking. It has allowed us to make a significant leap in the quality of our communications with our members and to understand how effective they are.”

Key Highlights

  • Unified communication: from decentralized sending by each branch to a single platform for the whole association.
  • Unique open rates of around 60%: a sign that the database is well maintained and that members read their communications.
  • Segmentation and personalization: each message reaches only the people it is meant for, with personalized recipient data.
  • Metrics for every send: opens, unique reads and link clicks.

About JUBIL BBVA

The Association of Retirees, Early Retirees and Pensioners of BBVA (JUBIL BBVA) was founded in 1985 and has 40 years of history. It is organized into branches and works to represent and support its members.

The association has a duty to keep its members informed, and members have the right to receive that information. Email is one of its main channels for doing so. It is currently modernizing the way it communicates.

Key figures

  • Founded: 1985
  • Years of history: 40
  • Unique open rate: around 60%

Objectives

When they started using Mailrelay, JUBIL BBVA wanted to:

  • Unify how messages are sent and ensure they arrive immediately for 100% of recipients.
  • Increase the number of communications sent to members.
  • Improve the association’s image with a modern and effective platform.

What They Did

Previously, each branch sent its own messages. Each one did it in its own way, so messages were not consistent and information was degraded along the way.

With Mailrelay, JUBIL BBVA centralized its sending on a single platform. It segments its lists so that each communication goes only to the people it concerns. It writes messages with the editor, where it inserts text, files and links. It also personalizes each message with recipient data.

Before and After Mailrelay

  • Before: decentralized sending from each branch. With Mailrelay: a single platform for the whole association.
  • Before: inconsistent messages, with loss of fidelity in the information. With Mailrelay: consistent, higher-quality communications.
  • Before: no data on the impact of sends. With Mailrelay: opens, unique reads and link usage for every message, achieving unique open rates of around 60%.
  • Before: the same message for everyone. With Mailrelay: segmentation and personalization with recipient data.
  • Before: database errors that were hard to detect. With Mailrelay: detection of errors and bounces, which makes cleaning the database easier.

Results

JUBIL BBVA has significantly improved communication with the members who use email. It has also raised the quality of the content it sends and now knows how effective each message really is.

JUBIL BBVA is achieving unique open rates of around 60% on its sends. This figure shows that the database is properly maintained, with real recipients who are interested in the association’s communications.

Segmentation lets it send only to those who are interested. Ongoing database cleaning keeps the list healthy. And the association especially values the speed of support whenever an issue has come up.

Frequently Asked Questions

Why did JUBIL BBVA centralize its sending with Mailrelay?
Because sending from each branch resulted in inconsistent messages and loss of fidelity in the information.

What results does JUBIL BBVA get from its sends?
It is achieving unique open rates of around 60%, a good indicator of the quality of its database and of members’ interest.

What metrics does the association use?
Opens, unique reads and link usage, to understand the impact of each communication.

How does Mailrelay help keep the database clean?
It detects errors and bounces, which makes it possible to clean up the recipient list.

Can messages be personalized?
Yes. Recipient data can be inserted directly into the text of the message.

Testimonial

“Mailrelay is playing a key role in the modernization process our Association is undertaking, as it has allowed us to make a significant leap in the quality of our communications with our members, while also letting us know how effective they are.”

Arcadio Oliver Atienzar, President of the Association of Retirees, Early Retirees and Pensioners of BBVA — jubilbbva.org