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More test drives thanks to targeted communication
DS Automobiles Schweiz AG
DS Automobiles launched the new electric N°8 with a data-driven e-mail campaign. With zero-party data from Swiss Post Advertising, DS specifically targeted people with the intention of buying a car. This worked much better than broad targeting and led to 48 test drives.
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Highly impressive results
-
41,152
e-mails sent (specific)
- 1.99% click rate
- 0.09% conversions
-
138,758
e-mails sent (broad)
- 0.86% click rate
- 0.02% conversions
-
350
addressed postcards sent
-
48
test drives
-
Specific targeting
vs. broad targeting
- a click rate that’s more than twice as high
- a conversion rate that’s around five times higher
- around 20% of all recipients generated 56% of all leads
Our approach
To introduce the new N°8 electric car, DS Automobiles wanted to encourage potential customers to take a test drive by targeting them as effectively as possible. To do so, DS used zero-party data from the Swiss Post Advertising car purchase survey to address people in German-speaking and Western Switzerland who had specified that they intended to buy a car within the next 12 months and were interested in electric drive systems.
Specific versus broad targeting
To compare the impact of the targeted approach, DS compared this target group with two more broadly defined target groups: people with a general affinity for cars and people aged 35 and over who lived within a 10-minute drive of a DS dealer. This made it possible to compare the difference between a specific, self-declared purchase interest and more general targeting criteria.
DS addressed the selected target groups with an initial e-mail followed by a reminder mail. Both led directly to an offer to test drive the DS N°8. 350 randomly selected people from the specific targeting group also received an addressed postcard. That way, DS combined digital and physical touchpoints in a cross-media campaign.
Purchase intention had an impact
A comparison of the target groups showed clear differences. The 1.99 percent click rate for specific targeting was more than twice as high as the 0.86 percent rate for broad targeting. The conversion rate was also significantly higher at 0.09 percent compared to 0.02 percent. Particularly telling: around 20 percent of the specific targeting recipients generated 56 percent of all leads. The campaign resulted in a total of 48 test drives.
The results show that people who are already planning to buy a car are more receptive to suitable advertising. With the zero-party data, DS was able to reach these people in a targeted way and generate more test drives.
E-mail marketing with zero-party data and trust
The zero-party data from the DS campaign comes from the Swiss Post Advertising car survey. Participants provided voluntary information on purchasing plans, preferred brands, drive types and their mobility behaviour. A very precise basis for addressing target individuals precisely based on their actual purchasing plans and interests.
Swiss Post Advertising provides equally accurate data on the topic of living. This survey, too, was conducted with an audience of 1.8 million opt-ins – i.e. people who have expressly consented to their data being used for advertising purposes.
For e-mail marketing, this results in more relevant content, higher opening and click rates and less coverage wastage.
Swiss Post Advertising combines unique zero-party data and affinity-based targeting options for you in e-mail campaigns. At the same time, every campaign benefits from the high level of trust in Swiss Post, the originator behind Swiss Post Advertising. From a technical perspective, Swiss Post Advertising uses rule-compliant authentication to ensure that e-mail clients classify the sender as trustworthy.
The result is very high delivery, opening and click rates. The combination of online and offline channels along the customer journey has an even stronger impact – such as DOOH screens with e-mail despatch and physical mailing.
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It makes sense to test a campaign with a target group that has already shown a clear purchase intention. The clearly structured customer journey enabled several personalized touchpoints throughout the campaign. We were extremely satisfied with the results.
Vanessa Maruccia, Head of Marketing & Communications, DS Automobiles Schweiz AG
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