BMW Group Central and Southeastern Europe (BMW CS) and artegic AG were awarded the golden German Stevie Award 2020 in the category “Marketing Campaign of the Year – Automotive – Aftermarket”. The award is presented for the marketing automation campaign “Car Handover Anniversary Mail”.
The German Stevie Award is awarded every year to particularly outstanding companies. Awards are given for new products, technologies, or particularly successful marketing campaigns. artegic AG has already received the award several times for innovative new features of the ELAINE Marketing Automation technology as well as for marketing campaigns that were developed and implemented together with customers.
Higher revenues and customer loyalty
BMW Group Central and Southeastern EUROPE (BMW CS) surprises the customers of the eleven affiliated markets one year after buying a car with an anniversary mail (Car Handover Anniversary) and a discount code for BMW ConnectedDrive Service or BMW Lifestyle Shop. The Mailing is individualised according to he car model that was bought. The campaign‘s objective is – among others – to strengthen the customer loyality in after-sales as well as the the generation of additional revenues and to promote the awareness of ConnectedDrive. Sales of BMW ConnectedDrive Store could be significantly increased by the Car Handover Anniversary campaign. Opening rates of over 65 percent and click rates of over 21 percent were achieved. By using artegic’s ELAINE Marketing Automation the workflows could be simplified and the effort was greatly reduced.
„The BMW CS car handover anniversary e-mail is a good example of a simple but highly effective campaign to strengthen customer loyalty and company profit,“ says Barbara Istenic, Customer Experience Specialist, BMW CS.