Municipality of Siena

The Municipality of Siena is the local administrative body of the Tuscan city and its approximately 54,000 citizens. Like all local authorities, based on current legislation, it represents the community, looks after its interests, provides for services, and furthers common, local development.

37.77 %

Average open rate

70 %

COVID-19 communications open rate

93.80 %

SMS delivery

66.53 %

Active database users

Gianluca Pocci

Communications Service Director

This Administration aims at investing more and more in tools to facilitate the relationship between the Municipality and its citizens. The goal is to encourage dialogue and inform anyone in the area about city news and events in real time. The Communications Service of the Municipality has partnered with MailUp for an effective management of the promotion and information channels targeting all citizens.

Communications has always played an important role among Public Administration activities. Its role has become key over the years. This is especially due to technological innovation, which opened up potential service and interaction scenarios to improve and simplify the relationship between citizens and the Administration.

In this regard, the Municipality of Siena had the need to strengthen multichannel web communications to guarantee that citizens have accurate, timely information.

  • relying on an informative tool for citizens through periodic communications;
  • promptly reaching, through different messaging channels, a large share of the local population in case of emergency and need;
  • strengthening the Administration's image to meet the needs and requirements of its citizens.

MailUp has proven to be a useful support to public offices in communicating and informing citizens not only on a daily basis but also when wide sweeping communications are needed. These include emergencies, extreme environmental or meteorological circumstances, or other urgent matters.

For these reasons, the Municipality of Siena has chosen MailUp's email and SMS services to manage communications for the City's Snow Emergency Plan. MailUp's messaging service enabled the parents of Sienese students to get timely notifications in case of school closure.

During the COVID-19 health emergency, MailUp's technology was key in supporting and informing citizens on the pandemic's status, the measures in place to fight it, and the measures undertaken to support businesses and citizens. In particular, the subsequent communications dealt with various topics:

  • awareness messaging following government directives;
  • information on the modifications and implementation of certain citizen services;
  • use of shopping vouchers and the “Spesa Dove” app created specifically for the emergency;
  • actions to support businesses and citizens.


When it comes to an emergency, timely information is everything: technology is undoubtedly the wisest way to perfect synergy and collaboration between institutions and citizens.The use of MailUp services has allowed the Municipality of Siena to achieve the following results:
  • sending 191,753 communications on different topics in 2020;
  • providing updates on the status of the pandemic and on the services launched to counter the set backs caused by the emergency;
  • obtaining an average open rate of 37.77% (8 points above the sector averages);
  • bringing the communications open rate on the COVID-19 emergency to 70%;
  • raising the successful SMS delivery rate to 93.8%.

Best Practices

Rely on SMS to directly communicate with users and customers in a timely way, ensuring message delivery and opening.

Link a tiny URL to an SMS. Upon clicking, recipients will be directed to a page with further content.

Segment recipients into clusters to improve engagement and increase performance across the entire funnel—from openings to clicks and conversions.

Analyze the data and results of your mailings to optimize the content of your campaigns and ways of engaging your target.

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