Knowing what customers need
before they do
The Challenge
Staying relevant, maintaining warmth and retaining engagement over an extended period requires a blend of brand and product tactical communications. We needed to understand the different emotional, rational and social needs to communicate at the right time in the most relevant way throughout three+ years sale cycle.
What we did
Mapping the entire customer journey from purchase to repurchase allowed us to uncover where emotions are high, but the experience is low. And for new prospects, we used data science to model and predict behaviours. This armed us with powerful insights for re-engineering the customer relationship.
The results
We sent over 600,000 emails to Mazda customers throughout the campaign and we’ve seen over 1,800 Pre-orders, 3,000 brochure requests and 36,500 hot and warm leads as a result. And our prospect emails have provided just as much payback with a 90% campaign open rate and a 53% average click-through rate.