Impactful email marketing, creating impact and breakthrough
The Headscratcher
In the wake of a corporate identity refresh, Volkswagen Passenger Cars–a key Volkswagen subdivision–sought advice on how to revolutionise its email marketing to maximise impact and breakthrough with its target audience.
The Big Positive Impact
Our approach was informed by email best practices and cognitive load theory, which drove us to create a simplified email template—supported by short and succinct copy—that would deliver an impactful message in a concise way. Using consumable language, accentuating a core call to action, and focusing on one distinct message, we produced a visually-compelling email template for Volkswagen Passenger Cars that we believed would inspire its desired audience to action.
The Headline
The click-to-open (CTO) rates for our email templates have consistently outperformed other brands by a significant margin, elevating Volkswagen’s Passenger Cars beyond its competition (internal and external), helping the brand buck a downward trend in CTO rates with a 10% increase.
More work
