CHALLLENGE

The time from car order to delivery can take more than 6 months. Lack of communication from Volkswagen had turned the most exciting part of getting a car (pickup) into a world of frustration - “when is my car coming!”.

SOLUTION:

We developed the completely new welcome strategy from initial order to first year anniversary:

• Content included updates on delivery time, pick up details, welcome to VW, & education on car features this kept new customers not only informed but also drove excitement and anticipation towards picking up their car.

• Each email included dynamic personalisation to model type, their stage in order journey, imagery and copy

• Email build and deploy

• We completely rebuilt the email program with new brand identity, new templates, and re-building journeys in SalesForce Marketing Cloud

• Review and monitoring of journeys for optimisation and identification of issues.

RESULTS:

• Extremely high engagement - 67% average open rate, and of those 58% clicked through (CTOR%)

• Net promoter score of 49 for first year owners

CRM Strategy | Creative development | Data personalisation | Email build and deploy | Salesforce