In order to meet the constantly increasing demands of the target group and simultaneously generate more leads, systematic email marketing is to be established for a targeted approach to the recipient along the customer life cycle. The individual approach of the recipients should help to increase their identification with and loyalty to the Audi brand, accompany them along the Customer LifeCycle (CLC), exploit cross-selling and up-selling potential and finally transfer them to the dealer as qualified leads.
- Opening rate of individualised variants at approx. 54% (∅ cross-sector approx. 25%)
- Click rates within the individualized variants at approx. 18% (∅ cross-sector approx. 3.5%)
- Increase in catalogue orders by 135% (issue 09/2015 compared to 04/2015)
- 57% increase in generated leads (09/2015 issue compared to 04/2015)
Steps & Highlights
Initially, the strategy and concept were developed with the customer and compared with the technical possibilities of the CRM system. The particular challenge lies in subdividing the CLC into several stages, creating segments and defining activities to ensure the assignment of newsletter recipients.
The concept and the resulting processes were then implemented in the customer’s own SAP CRM and BI environment and put into operation. On the one hand, new customer features had to be developed in the CRM system for product interest and made available for customer segmentation, and on the other hand, a logic had to be implemented in the BI solution that carries out monthly segment shifts and assigns them to the concerned contacts.
Today, more than 20 segments are successfully addressed with individual content. Recipients receive articles with news and information about their favourite products, technological innovations or, for example, accessories, and also have the opportunity to give feedback and actively manage their interests. In addition to the overall control of the campaigns, Vision11 is also responsible for the technical creation of the newsletters, as well as the dispatch and reporting.
The goal of generating leads and transferring interested parties to the trade was already achieved within the first 6 months.
About AUDI AG
The Audi Group, consisting of the Audi, Ducati and Lamborghini brands, is one of the most successful manufacturers of automobiles and motorcycles in the premium segment. It is present in more than 100 markets worldwide and produces at 16 locations in twelve countries. 100 percent of AUDI AG’s subsidiaries include Audi Sport GmbH (Neckarsulm), Automobili Lamborghini S.p.A. (Sant’Agata Bolognese / Italy) and Ducati Motor Holding S.p.A. (Bologna / Italy).