BMW
Joy right from the start – prospect communication with BMW Impulse- Simply the Best:
the BMW emotion 2/2010 - With Miroslav Nemec on search for clues: the BMW emotion 1/2010
- A look into the future:
with the BMW emotion 4/2009 - Great figures
- In dialogue with prospects
- 01
- BMW emotion – the customer magazine of the BMW branches
- A success story – top results in the BMW emotion reader´s survey
- Faszinating sales prospects – “BMW Impulse”
- “Mein Prinzip: Freude”
- BMW special – the BMW dealerships´ customer magazine
- Radio spots BMW Gebrauchtwagenzentrum
- Comparative ad
- Dialogue campaign BMW X5
- Presentation/Launch BMW 3er
- Introduction BMW Z3 Coupé
- Direct marketing BMW C1
- Dialogue communication BMW Z8
- Trade fair booth BMW Motorrad
- BMW 1er
Great figures
With their email newsletter, the German BMW branches consistently emphasize regionalized direct communication – extended to the online world. The varied mixture of topics is convincing, ranging from new products to expert tips to attractive offers. The email newsletter constantly achieves significantly above-average opening and click rates, which contributes considerably to customer loyalization and sales support. That’s exactly what the latest evaluation confirms.
The email newsletter of the BMW branches achieves absolute peak values over a long period of time. The opening rate, for instance, amounts to 70 percent, which is around 40 percent above customary average values. The click rate, too, is three times as high as usual, with an average value of 24 percent. „Given six issues per year and more than 50,000 subscribers, we achieve an excellent coverage“, says Lutz Eckardt, Corporate Publishing Manager at heller & partner.
The recipe for success is the regional focus. Each BMW branch can compile its own individualized email newsletter several times a year. The variety of topics – a combination of central news and topics as well as regional events and offers – arouses the readers’ interest.
„It’s the combination of these high usage figures and the little cost per addressee that makes the concept so attractive“, says Lutz Eckardt. „This success shows once more that clearly targeted email marketing is an effective and economic tool.“
Customer:
BMW
Range of services:
Direct marketing, Corporate Publishing