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Iperal is a large-scale distribution company present in seven provinces of Lombardy (Sondrio, Lecco, Como, Monza Brianza, Varese, Brescia and Bergamo) with over 40 stores. In 2012 Iperal undertook a digitalization process that led it to become a growing company in the large-scale retail market and a reference point in Lombardy.
Digital Marketing Director, Iperal
Progressively evolving to offer increasingly targeted communications in line with the customers needs. Thanks to MailUp's workflows, one-to-one relationship is possible.
In 2017, there was a 24% increase in users who subscribed to Iperal's newsletter. This sharp increase can also be seen in its campaigns' performance, which show a higher opening and click-through rate - 20% and 6% respectively - compared to the average results of the large-scale distribution segment (obtained from the MailUp Statistical Observatory 2018).
The data related to segmentation is interesting: by defining eight different sending clusters, the newsletter recorded a near 30% increase in clicks on the various contents.