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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.
* Indicator measuring lost customers in a given period.
Advanced Analytics and Campaign Manager, Banco BPM
MailUp proved to be a flexible and responsive contact who was dedicated to our needs, enabling us to manage a whole host of activities: generating and collecting leads, creating workflows to send triggered communications, self-profiling pages and much more.
BPM’s strategy paid off, achieving rates well above industry averages for Banking & Finance: unique openings at 50.35% against 14.4%, and unique clicks at 29% against 14.5% (source: MailUp’s Statistical Observatory 2016).
The net increase in performance had a direct impact on the churn rate (-33%): the indicator expressing the percentage of customers who abandon a service compared to the total number of active customers.
While in terms of database segmentation and profiling, the channel proved essential in integrating the analytical information from email marketing together with the information on the customer’s banking behavior: whenever necessary, BPM can develop models to create profiled communications based on each customer’s individual characteristics.