Case Study: Melita Ltd. achieves 290+ personalized campaigns and 10-minute launch times with Optimove

Melita Orchestrates over 290 Weekly Personalized Campaigns with Optimove

Melita Ltd., a Maltese telecom serving more than 75% of households with Internet, TV, fixed telephony and mobile, needed to digitalize and scale CRM marketing by giving marketers easy access to unified customer data, orchestrating multiple channels, and avoiding message cannibalization while speeding campaign creation.

Melita adopted Optimove’s CRM Marketing Hub to power AI-driven segmentation (over 300 customer attributes), journey mapping and multichannel orchestration across SMS, call center, Facebook ads, direct mail and email. The change doubled the number of campaigns—surpassing 290 monthly messages—cut campaign launch time from 4.5 hours to 10 minutes, and raised the Live Customer monthly communication ratio to over 90%, while enabling data-driven experimentation and coordinated, personalized outreach.

Melita Ltd.

Federica Calandrino

Customer Insights Manager