“Emailvision provided us with a fast and simple solution that not only measures the performance of our online campaigns but also helps us to create more sophisticated and relevant messages.’’
Mercedes-Benz
Case Study: Mercedes-Benz
Case Study: Mercedes-Benz
Mercedes-Benz™ increases customer engagement with custom solution developed by Emailvision™. Challenges • Content, frequency and design of local email marketing were not consistent with corporate guidelines • Need for better customer engagement - target of 25% open rate and 10% click through rate • Inability to monitor email marketing and report on their success • Some dealerships struggled to find time to send relevant email marketing campaigns • Reach younger online audience to promote A Class model Key Achievements
• Dealerships able to deploy customer email in 60 seconds • C ustomer emails 100% compliant with corporate and brand guidelines • Open rate of 40% • Click through rate of 11%
Emailvision Product • Custom Development of Campaign Commander About Mercedes-Benz Headquartered in Stuttgart, Germany, Mercedes is a division of the German manufacturer Daimler AG. The name first appeared in 1926 under Daimler-Benz but traces its origins to Daimler’s 1901 Mercedes and to Karl Benz’s 1886 Benz Patent Motorwagen, widely regarded as the first automobile. The Mercedes-Benz brand is synonymous with excellence and efficiency to vehicle buyers and drivers all over the world. “Emailvision’s Custom Development Team has developed a fast and simple solution that keeps email marketing in the hands of local dealerships, while making it easy to maintain consistency with our corporate guidelines. Using Campaign Commander, we’re now able to measure and learn from the performance of our email marketing and going forward, we plan to use the information about our customers to develop more sophisticated and relevant messages.” Michiel Corluy E-Business Officer Mercedes-Benz Cars
The Challenge In Belgium alone, Mercedes-Benz has 110 local dealerships selling over 20,000 cars per year. Online communication is an important channel for Mercedes-Benz’s retention marketing but their strategy for delegating email marketing to local dealerships was not effective enough. The range in level of communication with their customers was varied – some dealerships engaged regularly with their community, while others did not have sufficient resource. In addition, when emails were sent, the quality of the content was often not consistent with Mercedes-Benz’s corporate messaging. Mercedes-Benz needed a solution that would be easy to integrate into their infrastructure and that would make online marketing easy for local dealerships, while enabling head office to maintain the standard and deliverability of the emails sent. The Emailvision Solution Based on Mercedes-Benz’s requirements, Emailvision’s Custom Development Team completed the detailed analysis, design, implementation and testing to deliver a solution that empowered each dealership to send targeted email marketing campaigns to clients in multiple languages. Being SaaS-based, each dealership could access the platform from any location at any time. All they needed to do was upload their content, segment their client database and schedule the delivery of their campaigns. Dealerships now have the flexibility to create marketing messages based on ready-made content produced by Mercedes-Benz’s head office or to tailor messages based on the needs of their local customers. With the click of a button, each dealership can create newsletters from a selection of content such as advice on tyres for winter, or the latest corporate information. In addition to the ease of use for dealerships, it was crucial that Mercedes-Benz’s head office was able to maintain visibility of local dealer communications. With sophisticated user rights management, Mercedes-Benz could be confident that all email campaigns would be consistent with corporate guidelines by creating a fixed layout for emails and producing newsletter topics that dealers were required to send to their clients four times a year. As a result of using Campaign Commander, Mercedes-Benz saw a considerable return on investment; achieving average open rates of 40% and click-through rates of 11% which led to potential sales. The number of dealerships sending emails to their customers also increased due to the fact that dealerships were able to create emails in 60 seconds. Moving forward, Mercedes-Benz plans to work with Emailvision to develop even more relevant and sophisticated online marketing campaigns based on customer behaviour and preferences. They are also exploring the ability to automate the delivery of these campaigns in order to minimize the effort required from local dealers.
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