llumia: being there when it matters (via email and text message)

Illumia wanted to support its customers throughout their entire journey, providing useful and timely communications at key moments. The challenge was to develop a comprehensive strategy that would combine email and SMS into a coherent approach, strengthening the relationship and gathering new insights into users and their preferences. With t.bd and magnews, Illumia has transformed these touchpoints into a structured, automated and measurable dialogue.

In partnership with

How It Started

Engage with customers at key moments in the customer lifecycle through relevant communications

Use direct marketing to build loyalty and streamline interaction with the brand

Boost engagement and Customer Lifetime Value with an ongoing strategy

"Through integration with magnews, Illumia maintains continuous communication with its customers, implementing effective email marketing, surveys, and SMS campaigns as communication channels that are not only promotional but also service-oriented. The customer relationship, which is central for Illumia, is greatly enhanced as a result.."

SALVATORE MAZZARELLA - RESPONSABILE MARKETING STRATEGICO & OPERATIVO AT ILLUMIA

When email and SMS work together, the relationship becomes ongoing

How can you make your presence felt and remain useful without being intrusive?
t.bd has designed a communication plan based on key moments in the customer journey: onboarding, profiling, and engagement.

Magnews has made it possible to orchestrate emails and SMS messages automatically, starting with service notifications and building a journey that enriches the database and opens up opportunities for upselling and cross-selling, including to other business lines.

Key steps

SMS notification confirming receipt of the supply request

Onboarding email with a welcome message and profiling survey

Activation of the “Illumia For You” portal for games, rewards and ongoing engagement

Emails, surveys and text messages: a strategy for building customer loyalty and profiling

Service SMS

Instant notifications at key points in the customer journey, to streamline interaction.

Onboarding email + survey

A welcome message and profiling to gather preferences and make messages more relevant.

Engagement with “Ilumia For You”

A tangible incentive to boost participation and ensure long-term continuity.

And the results?

55%

55% open rate

15%

15% survey click-through rate

15,000

text messages per month

What can you learn from this story?

Emails and text messages work best when they serve different purposes: service, profiling and engagement.
Automation adds value when it follows the customer lifecycle, not the promotional calendar.
Every touchpoint can become an opportunity to get to know the user better and increase their CLV.

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