— Story 01
No more emails that may never arrive.
European luxury car brand / Optimizing customer communication
- Industry
- European luxury car brand
- Areas
- Direct Mail / Web & Technology
- Theme
- Optimizing customer communication
* Photos are for illustration only.
— In brief
Email and post.
Each used for what it does best,
to reach every customer reliably.
New model launches, invitations to events — important messages for valued customers. Email is quick and convenient, but a registered address is not necessarily still in use.
An email may be sent, yet that does not mean it reaches the customer. That was where we started.
Rather than contacting every customer in the same way, we proposed a system that checks whether each registered email address is valid, and chooses the delivery method accordingly.
Customers who can be reached by email receive an email campaign; those whose addresses cannot be confirmed receive direct mail by post.
Instead of simply replacing post with email, we combined the strengths of each — keeping every chance to get the message through while optimizing postage costs.
What we thought about was not how many emails to send.
How do we make sure the information that truly matters reaches each customer?
By starting from the purpose rather than the means, we rethought how the brand communicates with its customers.
— Insight
What this story shows
The purpose of reaching people comes before the means
— Contact
No idea is too early
to bring to us.
Reach out even before your plans are fully formed. We will listen to your goals and current situation, and map out the way forward together. We work in English as well as Japanese.
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