Reference project

We ensure loyalty: mailings and newsletters for Volkswagen

Mobility of tomorrow: The Volkswagen Group is in the midst of its transformation from a car manufacturer to a software-centered provider of sustainable mobility. Volkswagen delivers up to 5 million vehicles worldwide, including an increasing number of electric vehicles. In its home market of Europe, Volkswagen is the market leader for battery-powered electric vehicles.

The challenge

Strengthen customer loyalty in the long term

Only satisfied and engaged customers generate revenue. Customer engagement management aims to build, maintain and strengthen customer loyalty in the long term. 

With a new brand newsletter, Volkswagen wanted to inform over 1.3 million customers in over 40 markets about the latest developments at Volkswagen with regard to electromobility, digitalization and sustainability. Due to the international focus, content was needed that was equally relevant in all markets and could be localized. Visually, the newsletter was to be based on existing templates and style guides but still have a characteristic layout. The KPIs defined were a high open rate with the lowest possible opt-out rate. 

Our solution

Relevant content, prepared for the target group

We advise Volkswagen's CEM team conceptually and develop transactional and promotional emails together with our client. For the brand newsletter, we initially identified relevant and factually correct content for the target group through intensive topic research and created a well thought-out detailed concept. The content was structured appropriately and comprehensibly for the topic, individual aspects were adequately weighted and the tonality and visual language were harmonized. For a consistent brand presence, a unique layout was developed from existing template modules to ensure a high recognition value. In addition, new elements such as a module with anchor links enable an optimal customer experience. The result is a mailing that is characterized by relevant information and a positive look and feel.

The result

A look behind the scenes of a global corporation

With our expertise in CRM and CEM, we were able to support Volkswagen in developing and successfully continuing a new brand newsletter for the brand. From the conception phase through to dispatch, our project team supported the implementation in order to make effective use of classic online marketing tools. The positive basic mood in terms of tone and layout helps to create an optimistic mood for the transformation in the automotive sector. The topics of electromobility, digitalization and sustainability were communicated in an informative yet entertaining way, with attention paid to using simple language and a consistent layout. 

In further editions, data-driven personalization was further expanded and tested in several markets. New survey modules were also developed to enable customers to interact more with the brand. The result is a brand newsletter that not only communicates the brand, but also gives millions of customers a look behind the scenes of a global company.