SEPI
“Mailrelay is an application that has helped us by simplifying the processes involved in managing our newsletter and sending bulk emails, particularly with regard to the database, configuration, formatting, and compliance with legal obligations, such as data protection.”
Key Points
- Greater Effectiveness in Newsletter Campaigns
- Customized support
- Compliance with Legal Obligations
About SEPI
The State Industrial Holdings Company (SEPI) is a public-law entity whose activities are governed by private law; it is attached to the Ministry of Finance and Public Administration and reports directly to the minister. It was established in 1995 by Royal Decree-Law 5/1995, dated June 16, which was subsequently enacted as Law 5/1996, dated January 10, 1996, on the Creation of Certain Public-Law Entities.
SEPI’s scope of operations encompasses 16 companies in which it holds a direct, majority stake, which together constitute the SEPI Group, with a workforce of more than 74,000 people. It also has jurisdiction over the Spanish Radio and Television Corporation and the RTVE Public Entity, which is attached to this state-owned corporation, as well as over its supervised public foundation. It also holds direct minority stakes in ten companies and indirect stakes in more than one hundred companies.
Goals for Improving Mass Email Campaigns
To have a direct channel of communication with the SEPI Group’s various audiences, from employees to customers. SEPI is Spain’s largest public business group, but the public is not always aware of the capabilities of our companies or of the group’s value as a whole.
Mass email campaigns offer an opportunity to highlight the capabilities, services, and products that make some of our companies leaders in their respective industries.
Furthermore, we envision it as a useful tool for revitalizing and rejuvenating the institution’s image in the eyes of the general public, although—as is only natural in our case—while adhering to the parameters specific to a government agency.
The newsletter is published monthly, and we wanted to highlight it by giving it its own section within the “Press Room,” where users can manage their subscriptions and view past issues.
In this way, we achieve two goals: first, to extend the lifespan of our various newsletters, and second, to allow new users to familiarize themselves with the features of our mailings in advance, so they can make a more informed decision about whether they are of interest to them or not.
Actions Taken to Improve Bulk Email Delivery
The actions taken with this client have been so extensive that we will divide them into two main categories: first, the ongoing optimization of their newsletters to ensure they are delivered correctly to all destination servers, while maintaining an optimal reputation and optimal sending IP addresses.
Another key aspect has been providing active support to ensure that all of their needs and inquiries regarding email marketing are addressed within a few minutes or hours of the customer’s support request.
Results
Mailrelay is a bulk email sending application that has helped us streamline our newsletter management processes, particularly with regard to the database, configuration, formatting, and compliance with legal obligations, such as data protection. All of this is made possible by an easy-to-use yet flexible tool that meets our needs in the areas of design and communication.
In addition, it is essential for measuring results, as it provides metrics, data, and comparative charts that help us improve day by day.
In our case, it has made it possible to produce a high-quality newsletter that guarantees the achievement of our mailing objectives while using a minimum of the company’s resources.
Looking back on these past few months of activity, the newsletter has proven to be a useful tool for promoting the SEPI Group’s website. We believe this is also an interesting channel for users, since many sign up on their own through the website, and we see very few cancellations. It is also a useful tool for building audience loyalty and maintaining an ongoing relationship with our stakeholders over time. It has also proved to be a useful experience for some of our companies, which have decided to create their own newsletters based on our experience or to adopt certain ideas to improve their own.
“Overall, we find the Mailrelay service satisfactory, and I would particularly highlight the online technical support, which allows us to resolve issues in real time. In our case, since our newsletter is monthly and informational in nature, the volume of emails sent isn’t excessively high, so we use the free service, which offers the same guarantees as other similar applications on the market. To the best of our ability, we try to go a step further with the newsletter content by enriching it with videos, new images, or links that offer a different perspective from what is presented, for example, in a press release. It’s also a good way to take stock of the Group’s monthly activity; I believe these are two of the keys to our newsletter’s success.”
Communications Department