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How Mavlers helped WisdomTree transform SFMC into a scalable, multi-market investor engagement engine

Industry: Investment Management

WisdomTree investor engagement and SFMC transformation

About WisdomTree

WisdomTree is a global financial innovator with a mission to create better ways to invest. A pioneer of fundamentally weighted ETFs since 2006, the firm manages $112B+ in assets globally and offers differentiated exchange-traded products across equities, commodities, fixed income, and digital assets.

With multiple European markets, language variants, and regulatory considerations, their email ecosystem required precision, scalability, and performance discipline.

That's where Mavlers stepped in.

The business reality: high-value investors, low engagement efficiency

When WisdomTree partnered with Mavlers, their Salesforce Marketing Cloud programs faced structural and performance challenges that limited engagement and scalability.

Italian BAU emails were limiting brand perception & performance

No pre-headers, view-online links, or clickable logos
Poor mobile optimization
No dark mode compatibility (including Outlook)
Excess white space affecting readability
Inconsistent layouts across campaigns

For an investment brand, email is not just communication - it's credibility.

21,000 cold contacts in Italy (dormant and cost-draining)

~21,000 inactive contacts in the Italian database
No structured reactivation strategy
Repetitive template design limiting engagement chances
Risk of sender reputation erosion

These weren't random subscribers — they were potential investors and advisors.

Delayed & fragmented welcome journey across Europe

Welcome emails sent days after signup
Separate static emails per language
Manual updates required for each version
No cohesive onboarding narrative

In investment marketing, delayed onboarding equals lost momentum.

Mavlers' strategy: from tactical fixes to scalable architecture

We approached this not as an “email redesign” but as SFMC ecosystem optimization across markets.

Modernizing Italian BAU emails into a performance-first design system

What we did

Complete redesign of Italian market emails
Introduced pre-headers, view-online links, clickable logos & images
Built full dark-mode compatibility (including Outlook)
Shifted to mobile-first architecture
Removed layout inconsistencies & spacing issues
Created reusable modular content blocks

Impact

A professional, modernized design system
Faster campaign builds using modular blocks
Consistent brand experience
Templates adopted as the ongoing Italian standard

WisdomTree Italian email template redesign examples

Results

~1,000 contacts re-engaged from 21,000 dormant records
Revived investor conversations
Improved database health discipline

For a cold financial audience, this was a strong performance recovery.

More importantly, this success built the internal case for scaling the framework to other European markets.

Reactivating 21,000 dormant contacts without damaging sender reputation

Strategic re-engagement framework

Email 1 → A/B test (Version A vs Version B design)
If unopened → Alternate version after 5 days
Email 2 → Final reactivation push

Automated via Journey Builder for precision execution.

Long-term database governance recommended

Reduce sends to cold audiences → Once per quarter
Suppress bounce records properly
Suppress fully inactive contacts after 12 months

This ensured both performance and deliverability protection.

Transforming the welcome series into a real-time, multi-language growth engine

We rebuilt the onboarding architecture.

Technical transformation

Triggered real-time confirmation email via Salesforce CRM integration
Day +1 Welcome email to continue momentum
Eliminated delay between signup and engagement

Strategic 3-part welcome framework

Introduce WisdomTree’s mission & value proposition
Showcase strategy pillars & thought leadership
Drive users toward investment insights & tools

Multi-language optimization

Built a single dynamic template
Content rendered based on language attribute
Eliminated duplicate email builds
Reduced update overhead significantly

Result

Faster engagement from new subscribers
Professional onboarding aligned with investor expectations
Scalable, multilingual welcome framework for Europe

This moved WisdomTree from fragmented onboarding to a controlled engagement journey.

Business outcomes that matter

Through design transformation, automation architecture, and SFMC expertise, Mavlers helped WisdomTree:

Standardize and modernize Italian BAU communications
Re-engage ~1,000 dormant investors
Improve sender hygiene and governance
Replace delayed onboarding with real-time triggered journeys
Build a scalable multi-language welcome infrastructure
Establish a repeatable engagement model for other EU markets

The Italian reactivation success was so impactful that WisdomTree expanded the framework across additional European markets.

What this means for investment & financial brands

If you are:

Managing multi-market databases
Struggling with dormant high-value contacts
Operating fragmented language-based email builds
Facing engagement drop-offs despite strong brand equity

Mavlers doesn't just “execute SFMC campaigns.” We architect scalable engagement systems that protect reputation, improve efficiency, and drive measurable re-engagement.