Achieving Environmental Sustainability Through Email Send Time Optimization


Desjardins Group is a Canadian financial services cooperative founded in 1900, with interests in retail banking, insurance, real estate, venture capital, and brokerage. Revenue in 2021 was C$20.32 billion (about US$15.82 billion at July 2022 exchange rates).


Desjardins is committed to sustainability by aiming to achieve net zero emissions by 2040. To help reach this goal, Desjardins set a target to reduce their overall paper consumption to 32% below 2018 levels by 2024.

Part of this initiative includes encouraging their customers to subscribe to online statements and documents through an always-on email nurture campaign. 

Their challenge was to boost engagement with their paper-free initiatives, and ultimately get more customers to opt into the paper-free program.


Dominique Brie, Senior Advisor for RMS, incorporated Motiva’s Per-Contact Send Time AI into the always-on email campaign to raise awareness of the paper-free program. Our Send Time AI uses automated per-contact send time analysis to ensure that your email lands in your prospect’s inbox at a time when they are most likely to be checking their email.


The improvement was impressive! 

By using Motiva’s Send Time AI, Desjardins saw their unique open rates increase by an average of 21% across 11 campaigns worldwide, with one email’s open rate improving by 85%!


Going forward, they plan to use Motiva’s Message Testing to further refine content and encourage more opt-in from their customers. Using Message Testing will allow Desjardins to understand what content resonates with different segments, while continually adding Open data on each (anonymized) contact to make Send Time AI even more accurate.

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