In 2017-2019, I had the opportunity to work as an external CRM strategist for Porsche, a renowned luxury automobile brand.
My primary goal was to create a comprehensive email communication strategy that would establish personalised connections with Porsche leads, owners, and ex-owners.
Prior to this project, Porsche's communication efforts were limited, with occasional event invitations and minimal segmentation. The challenge was to develop a visionary approach to personalized communication, enhancing the customer experience beyond the ownership of the car itself.
My primary goal was to create a comprehensive email communication strategy that would establish personalised connections with Porsche leads, owners, and ex-owners.
Prior to this project, Porsche's communication efforts were limited, with occasional event invitations and minimal segmentation. The challenge was to develop a visionary approach to personalized communication, enhancing the customer experience beyond the ownership of the car itself.
Key Challenges
- Need for a visionary approach to personalised communication beyond car ownership
- Lack of a clear framework for designing and developing effective email content
What I've done
- Defined key insights about Porsche owners, shaping the overall concept for emails
- Created a clear framework for designing and structuring emails, including content and rubrics for newsletters (e.g. Porsche brand news, Lifestyle and events invitations, Porsche Financial Services, Motorsport: races and racers)
- Suggested a ratio between product-related and lifestyle-related content
- Defined criteria for content and context personalisation to enhance relevancy and engagement
- Provided guidelines on what to avoid in email communication to maintain brand integrity and customer satisfaction
Key principles of the email communication
Subscription personalisation
Customer journey in emailing
Newsletter dynamic template prototype with rubrics
Results
Porsche never underestimated personalised marketing channels and believed that emails should be treated seriously, as they are able to improve customer experience.
During this project, we developed a conceptual vision for the email strategy, aligned with Porsche's brand values and objectives and established key principles of how Porsche should communicate in this channel.
A personalised communication scheme for Porsche owners was one of the factors in bringing Porsche to the 3rd place from the 27th place in customer satisfaction based on New Car Buyer Studies (IPSOS)
During this project, we developed a conceptual vision for the email strategy, aligned with Porsche's brand values and objectives and established key principles of how Porsche should communicate in this channel.
A personalised communication scheme for Porsche owners was one of the factors in bringing Porsche to the 3rd place from the 27th place in customer satisfaction based on New Car Buyer Studies (IPSOS)
