Stronger customer loyalty thanks to anniversary mailing campaign

BMW Group Central and Southeastern EUROPE (BMW CS) surprises customers: One year after a car purchase BMW drivers receive a personalized and indivualized car handover anniversary email. The email contains also a discount code for BMW Connected Drive Service or BMW Lifestyle Shop.

This campaign by BMW CS wanted to strengthen the customer loyalty and convert BMW customers into BMW evangelists in the long term. Alongside the campaign gained further achievements as the increasement of the brand awareness of BMW ConnectedDrive, sales increasement in the BMW ConnectedDrive Store and the promotion of traffic and sales in the BMW Lifestyle Shop.

The Car Handover Anniversary mailings achieved more than 65% opening rates and more than 21% clickrate. Sales of the BMW ConnectedDrive Store could be significantly increased by the campaign. By using artegic’s ELAINE Marketing Automation the workflows could be simplified and the effort was greatly reduced.

Read more about the implementation of the campaign in ELAINE in our case study.

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Case Study
BMW CS Car Handover Anniversary
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