Creating a smoother automated journey whilst driving costs down

An automated multi-email journey, delivered through Salesforce​

Like any other car company, Lexus is always looking for new customers, which makes advertising one of their biggest expenses. But customers rarely buy cars after their first website visit, which leads to retargeting potential customers through expensive paid media to bring them back.​​

So what’s the Transform solution? We’re glad you asked.​​

Understanding the car-buying process​

• Downloading an e-brochure ​
• Configuring your perfect car ​
• Getting a quote with or without finance ​
• Finding your local dealer ​
• Booking a test drive ​

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Though all of this can be done, it might not be linear and happen in that exact order. So how do we follow customers through the purchase funnel? 

The journey to the test drive​ ​

• Creating a Single View of every customer and prospect, tracking their activity to understand where they are in the funnel and placing that data within Salesforce Marketing Cloud to make it actionable​
  
  
• Building dynamic emails based on the actions performed on the website e.g. encouraging you to configure your car if you’ve downloaded a brochure, suggesting a finance quote after the car configurator. It’s that intelligent.​
  
  
• Taking potential customers through a multi-contact journey with over 1000 creative combinations, chosen for maximum relevancy and maximum engagement
  
  
• Tags placed in emails and on the Lexus website to allow online behaviour to be linked to a unique customer​
  
  
• An automated, triggered, always on, multi-email journey, that starts and stops automatically
  
  

The results

Sevenfold increase in test drive bookings compared to previous outbound campaigns​