From 40% to 82% engagement:
How Banco Mercantil revolutionized
its communication with data
From 40%
to 82%
engagement:
How Banco
Mercantil
revolutionized its
communication
with data
Customer Stories
“When you have data, you move from perception to facts. We can now measure employee engagement
and, as a result, contribute to business goals.”
“When you have data, you move from perception to facts. We can now measure employee engagement and, as a result, contribute to business goals.”
Solution
The transformation began with a complete overhaul of the communication approach, shifting the mindset from “servicing demands” to “generating strategic value.” The team implemented several key initiatives:
• Communication channel redesign – Replacing the daily newsletter with segmented and strategically curated editions
•. Audience segmentation – Developing targeted communications for branch employees, headquarters, and leadership
•. Measurement tools – Implementing a platform to track opens, engagement, and employee interaction
• Strategy-aligned projects – Launching initiatives like Intercâmbio Mercantil to connect branches with headquarters
“We turned the Diário MB into a biweekly newsletter called Conexão Mercantil, and also created Rede em Foco, an exclusive edition for the branch network,” Gabriela adds.
Key results
With a data-driven strategy and clear metrics in place, Banco Mercantil successfully turned its internal communication into a powerful, strategic tool—delivering measurable results:
•. 13% increase in the open rate of the Rede em Foco newsletter (from 2023 to 2024)
•. Open rates rose from 40% to 82% since the launch of the newsletter in 2022
•. 12% growth in employee reactions and engagement
•. 92% positive learning feedback in the Intercâmbio Mercantil program
•. Number of approved visits doubled (from 21 to 40) in the second year of the program
“Choose one result—this is what you need to showcase, this is what you need to stand behind. Bring employee feedback if you have it. Those comments are valuable when presenting results to leadership,” advises Gabriela.
Solution
The transformation began with a complete overhaul of the communication approach, shifting the mindset from “servicing demands” to “generating strategic value.” The team implemented several key initiatives:
• Communication channel redesign – Replacing the daily newsletter with segmented and strategically curated editions
•. Audience segmentation – Developing targeted communications for branch employees, headquarters, and leadership
• Measurement tools – Implementing a platform to track opens, engagement, and employee interaction
• Strategy-aligned projects – Launching initiatives like Intercâmbio Mercantil to connect branches with headquarters
“We turned the Diário MB into a biweekly newsletter called Conexão Mercantil, and also created Rede em Foco, an exclusive edition for the branch network,” Gabriela adds.
Key results
With a data-driven strategy and clear metrics in place, Banco Mercantil successfully turned its internal communication into a powerful, strategic tool—delivering measurable results:
• 13% increase in the open rate of the Rede em Foco newsletter (from 2023 to 2024)
• Open rates rose from 40% to 82% since the launch of the newsletter in 2022
• 12% growth in employee reactions and engagement
• 92% positive learning feedback in the Intercâmbio Mercantil program
• Number of approved visits doubled (from 21 to 40) in the second year of the program
“Choose one result—this is what you need to showcase, this is what you need to stand behind. Bring employee feedback if you have it. Those comments are valuable when presenting results to leadership,” advises Gabriela.
Solution
The transformation began with a complete overhaul of the communication approach, shifting the mindset from “servicing demands” to “generating strategic value.” The team implemented several key initiatives:
• Communication channel redesign – Replacing the daily newsletter with segmented and strategically curated editions
• Audience segmentation – Developing targeted communications for branch employees, headquarters, and leadership
• Measurement tools – Implementing a platform to track opens, engagement, and employee interaction
• Strategy-aligned projects – Launching initiatives like Intercâmbio Mercantil to connect branches with headquarters
“We turned the Diário MB into a biweekly newsletter called Conexão Mercantil, and also created Rede em Foco, an exclusive edition for the branch network,” Gabriela adds.
Key results
With a data-driven strategy and clear metrics in place, Banco Mercantil successfully turned its internal communication into a powerful, strategic tool—delivering measurable results:
• 13% increase in the open rate of the Rede em Foco newsletter (from 2023 to 2024)
• Open rates rose from 40% to 82% since the launch of the newsletter in 2022
• 12% growth in employee reactions and engagement
• 92% positive learning feedback in the Intercâmbio Mercantil program
• Number of approved visits doubled (from 21 to 40) in the second year of the program
“Choose one result—this is what you need to showcase, this is what you need to stand behind. Bring employee feedback if you have it. Those comments are valuable when presenting results to leadership,” advises Gabriela.
Context and Challenge
Banco Mercantil, a financial institution with over 80 years of history and presence in more than 200 Brazilian cities, faced significant challenges in its internal communication. With approximately 3,500 employees spread across headquarters and service branches throughout the country, the communication team needed a more strategic solution to overcome four key obstacles:
• High volume of daily messages (“Diário MB”) with no strategic alignment
• Difficulty reaching branch staff who spend little time on computers
• Low engagement and interaction with internal messages
• A need to strengthen organizational culture during a time of transformation
“Previously, our team was focused on fulfilling requests without considering the business strategy, without prioritizing what was most important, and without understanding what the audience really wanted to consume,” explains Gabriela Teixeira, communication specialist responsible for the project.
Gabriela Teixeira
Corporate Communication and Organizational Culture Specialist
English (US)
English (US)
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Português (BR)
Português (BR)
Context and Challenge
Banco Mercantil, a financial institution with over 80 years of history and presence in more than 200 Brazilian cities, faced significant challenges in its internal communication. With approximately 3,500 employees spread across headquarters and service branches throughout the country, the communication team needed a more strategic solution to overcome four key obstacles:
• High volume of daily messages (“Diário MB”) with no strategic alignment
• Difficulty reaching branch staff who spend little time on computers
• Low engagement and interaction with internal messages
• A need to strengthen organizational culture during
a time of transformation
“Previously, our team was focused on fulfilling requests without considering the business strategy, without prioritizing what was most important, and without understanding what the audience really wanted to consume,” explains Gabriela Teixeira, communication specialist responsible for the project.
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Your company doesn’t need more channels
Transform your existing channels into an intelligent knowledge
infrastructure — no new platforms to adopt.
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TRUST CENTER
TERMS OF SERVICE
PRIVACY POLICY
LEGAL
CUSTOMER STORIES
ABOUT US
CAREERS
STATUS
COMPANY
COMMUNITY
RESOURCES
Want to discover how
Communication
Superintelligence can
transform your company?
Talk to us
Use WhatsApp, Teams
and E-mail powered
by Superintelligence
Your company doesn’t need more channels
Transform your existing channels into
an intelligent knowledge infrastructure
— no new platforms to adopt.
Book demo
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Gabriela Teixeira
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at Banco Mercantil