Swisslos has been working closely with Unic for its email marketing since 2010. Over the years, Swisslos and Unic have achieved a lot together, from an initial concept to cloud migration and automation. We have always made sure that Swisslos employees could use the solution intuitively and independently. From personal support for day-to-day challenges to complex concepts, Unic always steps up. Thanks to continual optimisation and close collaboration, we have been able to grow and improve the solution over the years and connect it to new surrounding systems – a huge win for both Swisslos and Unic.
- Customer
- Swisslos
- Customer since
- 2009
- Go-Live
- September 2024
Personalisation for Millions of Emails
Every month, Swisslos engages millions of recipients with highly personalised emails for different use cases, featuring various designs. In addition to the conventional newsletter, it sends out countless winner notifications and transactional emails every day, from password resets to individualised winning codes. All these emails need to be concise, catchy and delivered in seconds.
Therefore, one key aspect for Swisslos was to have a solution that would fulfil not just the functional requirements, but also any and all organisational and data protection requirements. Nowadays, the lion’s share of emails is sent out automatically, with most use cases triggered by specific customer behaviour.
Inxmail as an Email Hub
Of course, a lot has changed in the 14 years since we developed the initial goal and strategy.
With Inxmail, Unic has implemented an email marketing system for Swisslos that combines automation, security and simplicity of use. Information on recipients and content from third-party systems can be integrated into Inxmail seamlessly and redistributed to surrounding systems. State-of-the-art APIs ensure this runs smoothly.
A Perfect Design for Highly Individualised Mailings
Inxmail allows users to personalise content based on profile data and analytics data from prior newsletters. For Swisslos, we created a dedicated solution that places a stronger focus on the individual click behaviour of users:
Using dynamic target groups and calculations in surrounding systems, highly personalised content is evaluated and used for email marketing. The email marketing templates created by Unic especially for Swisslos offer countless design variations and can be used dynamically for all use cases. This creates an inspiring experience, reducing content to relevant information while still providing enough input and adding value.
Ideal Integration With a High Degree of Automation
The option to personalise content based on profile data and recipients’ behaviour is not limited to Inxmail. Thanks to smart integration, the surrounding systems can also trigger emails based on data or add information to Inxmail. This way, targeted editorial emails use dynamic target groups harnessing all information available on customers, forming the right segments.
With this, Swisslos creates targeted and engaging emails with minimum effort.
From Manual Newsletters to Highly Automated Email Marketing
While 15 years ago, Swisslos still relied on many manual processes to ensure quality, we have been able to establish a highly professional, robust and modern email marketing solution over the years. We have relied on standards available from Inxmail to ensure efficient development and quick adaptation to new trends and opportunities.
Wide Selection of Design Templates for All Brands
In addition to technical advancements, Swisslos has also continually worked on its brand image, adding new products such as, most recently, EuroDreams and Big21. The structured consulting, development and testing processes ensure a high standard. Emails are continually optimised for new email clients and Swisslos makes proactive use of new technical possibilities.
As a recent addition, dynamic target groups are used to add this element to emails going out to customers who have a birthday in the current month.
Here are two examples of how the design has evolved:
And even something as tedious as a password reset can still look charming:
Consistently Multilingual
All Swisslos emails are sent out in German, French, Italian and English. This enables a more targeted approach with a wider audience and creates a seamless experience no matter which channel customers use to contact Swisslos.
From Monologue to Dialogue To remove further obstacles, Swisslos customers can reply directly to an increasing number of emails. We don’t use a no-reply address and ensure that all email replies always reach the right department.
Accessible Email Marketing
For many years now, all newsletters and automated emails sent out by Swisslos have been accessible. For instance, every single email is enriched with an optimised text-only version. This dedicated version enables blind or visually impaired people to read Swisslos emails and get excited about their winner notifications.
Unic as a Full Service Agency
As the Swiss market leader with more than 25 years of experience, we create professional advantages for Swisslos in all aspects of email marketing, from consulting to optimising the subject line to complex integrations. A key aspect of this long-standing collaboration is personal ties: We always thoroughly enjoy in-person kick-off events for larger projects.
Unic has been our reliable partner for compliant email marketing for many years. With their in-depth expertise, we have successfully mastered key challenges such as deliverability, workflow optimisation and data protection. Regular dialogue ensures that we are always up to date and makes our collaboration particularly valuable.
Thierry Jacot-Descombes, Head of Ecommerce & Online Marketing, Swisslos
Benefits for Swisslos
Inxmail offers tried and tested features for automatic content delivery from third-party systems. These are dynamically loaded into the email and sent automatically to specific customers.
The solution also comes with an option to send trigger-based emails in response to specific actions of recipients. This allows Swisslos to define complex workflows that automatically send individual emails based on rules and events.
By migrating the entire solution to the Inxmail cloud, we were able to achieve another significant improvement. Sender reputation and delivery rates increased with the move. The migration also opened up new functional and technical opportunities such as designing email workflows. This laid the foundation for more than 150 automated email campaigns that Swisslos has already implemented and is actively using.
Results and Success Indicators
With targeted, personalised email marketing, all KPIs have improved significantly. While the move to the Inxmail cloud improved deliverability, indicators such as the open rate, click rate and unsubscribe rate also saw positive developments. And since email marketing has been a strong core marketing channel for many years, these optimisations have also had a positive impact on revenue and ROI at Swisslos.
Higher Relevance and Greater Effectiveness
Thanks to the open architecture of Inxmail, we were able to continually improve and expand the process over the years. Deliverability that is way above average and exceptionally stable systems are testaments to the effectiveness of these measures and quantifiable indicators of our joint success.
And there is more: Comprehensive personalisation features have enabled Swisslos to significantly improve its email marketing campaigns, leading to higher relevance and greater effectiveness.
So What’s Next?
Swisslos will continue to work closely with Unic for future developments of the email marketing solution. The two companies concluded a service level agreement (SLA) with a specific budget of person-days to continually define and implement projects. This agile approach helps break down complex processes and initiatives into manageable projects. Together, we will keep working on sustainable improvements, step by step.
As Swisslos says, it’s a win-win!
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