Optimized Marketing Velocity Email Campaign

Xerago helped a leading retail and business bank headquartered in UAE optimize its marketing capabilities and boost traction and velocity for their email marketing campaigns.

The client is a leading retail and business bank headquartered in the UAE. With assets totalling close to 34.5 Billion AED, the bank provides conventional, SME, commercial and Islamic Banking facilities to more than 3 million customers.


The client was seeking to optimize its email marketing capabilities which is the primary channel of customer communication. They wanted to consolidate the various distributed activities such as list preparation, design, personalization and delivery under the responsibilities of a single team (Marketing).


Xerago was asked to consult and provide recommendations toward streamlining of the email marketing process. Xerago analyzed the current email marketing infrastructure and identified the following…

The client was using Talisma, an in-house tool for email campaigns. The tool was severely limited in its capabilities vis a vis personalization, bulk emails, multi-wave campaigns, and reporting. The email marketing practice was distributed across several stakeholders in various teams such as Product, Marketing and IT Xerago realized in order for the Bank to achieve its goal of a streamlined email marketing practice a complete overhaul of the email campaign infrastructure was required rather than a simple switchover to a next level solution. To enable this, the bank has procured the following IBM products.