Audi | Onboarding Email Series
Audi aimed to create a more engaging onboarding experience for prospective customers who filled out an online form to receive vehicle information.
We designed a personalized, multi-touch email series tailored to each user’s stage in their journey and their specific vehicle preferences.
By creating a dynamic conversation, the email series is designed to encourage deeper exploration of Audi’s offerings while driving engagement back to the website.
1 | Personalized introduction
A welcome message thanking prospects for their interest, a brief introduction to their selected model(s), and a teaser of what they can expect in upcoming emails.
For each Audi of interest, the prospect will receive a “vehicle spotlight” that showcases content covering design, comfort, performance, and base price information.
Customer receives 1-3 Audi vehicle spotlights based on the form they submitted.
2 | Model highlights
Next, the prospect receives top-line vehicle features such as engineering innovations, environmental advances, and luxury amenities. Personalization continues through every touch.
Every innovation featured consists of a dynamic image, a brief description and a link to learn more. The technological features would be animated to further inform and engage prospects.
Next, the prospect receives top-line vehicle features such as engineering innovations, environmental advances, and luxury amenities. Personalization continues through every touch.
3 | Interactive build and price
Encourage prospects to design their chosen Audi to express their style even more. Explain the process and inspire exploration of all the customization options.
This interactive feature allows prospects to click through the available exterior and interior color options.
This email would serve up available options that reflect the prospect’s personalization choices. Knowing they've chosen a black Q8 e-tron, we would then highlight the black optic package and trailer hitch
4 | Invitation for a test drive
Excite prospects about the chance to slide behind the wheel of their Audi by offering a personalized test drive experience. Offer the convenience to schedule it themselves, plus the encouragement to really enjoy it.
Content works to overcome any hesitancy prospects may have about scheduling a test drive. We mitigate fear of sales pressure, perceived hassle, and time commitment.
Experience quattro – An opportunity to inject spirited photography of the prospect's chosen vehicle.
5 | Technology and design
Focusing on the technology and design provides opportunity to continue engaging the prospect about Audi's progressive spirit.
Animations that feature highlights like Audi’s wind tunnel air stream testing offer engaging experiences.
Our VoCx data shows that customers rave about the Audi Q8 e-tron’s luxurious, quiet interior. This insight gives us a chance to highlight these features in product details.
By diving deeper into the technology, prospects can more fully understand the premium quality and unique driving experience their Audi provides.
6 | Special offers
Close with personalized offers and emphasize the prestige and benefits of joining the brand’s community of owners. Each offer is treated as a card with the offer clearly described, plus a link to view offer details.
Using predictive analytics, the offers are personalized all the way down to the prospect and Dealer level.
7 | Active evaluation
Clear and transparent information on lease terms, rates, and incentives to aid in decision-making. Predictive analytics suggest tailored financing options based on the prospect's financial profile.
One last look at our prospect's vehicle of interest. We make it easy to click through the model they’ve built before moving into a vehicle summary and base price quote. Their unique cost profile will be based on their personal location and reflect regional pricing.
Additional offers would follow that are personalized based on what we've learned about each prospect, providing additional reasons to purchase, from the first-time buyer program to military sales, expatriate, college graduate, and more.