Banca Popolare di Milano SpA (BPM) has been part of the Banco BPM Group since January 1, 2017, and has become the third largest banking group in Italy thanks to its merger with Banco Popolare. BPM has a network of about 700 branches spread throughout the country, particularly concentrated in and around Milan.
To optimize its customer loyalty strategy, BPM needed to assess each user’s level of engagement and monitor disused and inactive email addresses in order to boost its open and click-through rates in its subsequent campaigns.
This led to the need to develop a targeted campaign that is not bound by a commercial offer, with the aim to:
- Collect data to diversify future mailings
- Retain customers with targeted action, beyond commercial approaches
- Identify and re-engage inactive contacts, increasing interaction.
BPM determined that birthdays were the best time in the customer lifecycle to make inroads with the customer. Its strategy involved sending a Happy Birthday email with the option to select a gift after filling out a form.
Here are the four phases of the campaign:
- the Happy Birthday email is sent, which contains a clear call to action that sends recipients to a self-profiling form created using the BEE editor, having received the customer’s proper authorization;
- the data entered by each customer in the self-profiling form is collected and the gift is selected based on their own interest;
- a triggered confirmation email is sent once the gift has been chosen;
- clusters (groups of recipients) are created following a segmentation of the database, which is updated with the new data collected.