The ultimate monthly newsletter

Leveraging data to highlight the aspects that make communications as individual as their customers​

Ten years working with BMW and Mini as their CRM agency to drive their one-to-one communications in the right direction ended up in a world where no two BMW customers were receiving the same newsletters.​​

You may call it the power of personalisation, we call it our day job.​

Segment, segment, segment

• Ownership: New owners could expect a focus on how great their car is whilst owners with cars over two years could start to see their newsletters propose other BMW’s that could be of interest. 
• Financing: Based on whether you bought on finance, paid for your car outright or whether you're any part of their members clubs, you’d receive relevant content. ​
• Further segments included: Model type, customer type, Motability status, Connected Car sign up, Excellence Club eligibility​ and MyFinance registration. ​ 

Personalisation is key ​

It’s all about personalisation.​

​We had a unique view of every single BMW customer, so that we could match each individual to different dynamic content in terms of how the email templates would populate, so specific it would even narrow it down to the colour of your car.​

​Relevance increased, engagement rates up.