How intelligent automation lifted Inchcape's email open rates 59% above the automotive average
The challenge
Inchcape wanted to understand and segment its buyers better, and turn that understanding into communications that actually landed. The job was to build and execute intelligent marketing automation that spoke to the right buyer with the right message rather than one broadcast for everyone.
In a category where most email blends into the background, the benchmark to beat was the automotive industry's own average.
Automation built around the segment
We built segmentation into the automation from the start, so each buyer group received communications tuned to how it behaved and what it wanted, then measured every send against the automotive industry benchmark rather than against Inchcape's own past.
The gap it opened up was decisive on both the metrics that matter for email: getting opened, and getting clicked.
The Results
Clear of the benchmark on both metrics
Campaign Assets
The Creative Work
