When marketing needs to work in a savings bank where trust and responsible data handling are central, the system and the partner must be reliable.
3. februar 2026
For Middelfart Sparekasse, it has been crucial to work with a unified, integrated solution for newsletters and 1-to-1 emails. An email setup that fits into everyday work and can be used reliably over time without taking focus away from core tasks.
Employees - across functions - say about their current digital solution that it supports communication in a way that feels safe and manageable. That it has brought more calm to the work and made marketing easier to handle – both in daily operations and from a management perspective. At the same time, they experience that internal collaboration has been strengthened, that there is greater trust and transparency in communication, and that the Savings Bank's messages appear more consistent to customers – across digital and physical touchpoints.
Here you get the story of why exactly this approach has been crucial, and how the collaboration between Yulsn and Middelfart Sparekasse has developed over nearly two decades.
Middelfart Sparekasse operates in an everyday where trust, stability and integrity are core values. This places uncompromising demands on the solutions the Savings Bank chooses – including when it comes to marketing.
When the collaboration between Middelfart Sparekasse and Yulsn began nearly 20 years ago, the digital reality looked significantly different. Email marketing and automated flows were not yet a fixed part of the toolbox, and the Savings Bank's website was at that time operated externally as a more static solution.
As digital possibilities evolved, the need grew for a setup that could be built upon – without the Savings Bank having to adapt to a finished system. For Middelfart Sparekasse, it wasn't about getting access to as many features as possible, but about having solutions that could be developed in practice and support the Savings Bank's way of working.
Therefore, the collaboration with Yulsn became not a question of switching platforms or chasing new systems, but of continuously developing the existing setup in close dialogue – with focus on stable operations, understanding of the Savings Bank's reality and solutions that could work in everyday life.
"Tools and times change, but they're not what's most important either. It's the people, their expertise and the fact that we can count on them." – Kristian Gren, Area Director for Marketing and Business Development at Middelfart Sparekasse.
The relationship between Kristian and Torben Rasmussen, Director at Yulsn, goes back almost 25 years and has roots in a previous collaboration at BRFkredit. This means the solution was not built from scratch once, but has been developed and adapted continuously in step with the Savings Bank's needs.
What they got: A tailored solution where we think inside the (bank) box
In the collaboration with Yulsn, Middelfart Sparekasse has received a proven solution that is built on and adapted to their specific workflows and systems.
As Kristian Gren puts it: "For us, it is crucial that Yulsn is able to tailor something that fits our needs. It's less important whether the technology makes us say wow." And Christina Welling, Digital Marketing Manager at Middelfart Sparekasse, adds: "The most valuable thing for us is that we can wish for features for a setup – and then we get them. We don't just have a standard solution."
The solution from Yulsn includes:
An email marketing setup that supports both general newsletters and targeted 1-to-1 emails.
Operations and distribution of the Savings Bank's newsletters to different target groups – including private, business and stakeholder groups.
Ability to work with targeted campaigns based on customer lists and business criteria (e.g. Welcome and Guarantor Customers)
Technical infrastructure and personal support that supports both daily operations, responsible data handling and further development.
Large parts of the solution are built specifically for Middelfart Sparekasse and are developed as new needs arise – without it becoming heavy or "project-managed to death", as Christina Welling puts it.
Throughout, the collaboration has been characterised by close dialogue and an experience of being close to those who actually work with the solution. That is the prerequisite for results that align with the Savings Bank's objectives.
Much has happened since Middelfart Sparekasse and Yulsn entered into a collaboration. The solution has been expanded and further developed over time and today supports a significant part of the Savings Bank's ongoing communication with customers. In total, Middelfart Sparekasse sends around 900,000 emails per year, distributed across both newsletters and targeted 1-to-1 emails – a setup that works reliably in everyday life and can scale over time.
Reliable newsletter distribution, where communication runs as planned automatically, and marketing doesn't have to spend time on technical obstacles.
Targeted 1-to-1 emails with high relevance and significantly higher open rates than general newsletters. The emails feel personal because they are sent on behalf of the individual advisor and give customers a direct opportunity to get in touch. At the same time, they relieve advisors because communication happens proactively and in a structured way.
Better segmentation and more precise communication, where messages are adapted to customers' behaviour and existing products. Where newsletters were previously permission-based and gathered customers and non-customers in one list, the Savings Bank today works with target groups and segments that make the content more relevant to the individual recipient.
Greater insight into effect and business value, because performance can be tracked at multiple levels. Marketing can see open and click rates, while advisors and business can follow which emails lead to action – e.g. meeting bookings, enquiries or product purchases.
Smoother workflows and better internal coordination, where marketing, advisors and department heads are more aligned about which messages are sent out and why.
Trust and continuity in the collaboration, even when something unexpected arises, because the Savings Bank knows who to contact and how follow-up happens.
About her trust in the support, Christina says: "When things hit the fan – for example if the website crashes at a crazy hour – we know we'll be caught."
For Middelfart Sparekasse, it is crucial to have a solution and a collaboration that can hold over time. Not because everything needs to change all the time – but because there is peace of mind in knowing that there is room for adjustments when needs arise.
This gives the Savings Bank a solid foundation for continuing to work with its communication – in a way that fits everyday life, the Savings Bank's values and the expectations customers have when they meet them. Because when customers' needs and possibilities evolve, it also raises demands for transparency and trust in the relationship.
That is precisely why stability and loyalty are not just characteristics of the solution, but fundamental values in everything Middelfart Sparekasse is in touch with – from systems and partners to the daily dialogue with customers.