Communication strategy and sign-up flow for B2C Newsletter

Brief: Create a B2C newsletter and design as well as implement a sign-up flow on CAR FOR YOU’s homepage.

Goals:

Build CAR FOR YOU’s community;

Generate leads;

Increase brand awareness and drive trust in online car buying.

Target audience:

80% of Car for you users (35 - 60 years old, with low to ordinary expertise in cars)

Mailing list from Auto Ricardo (previous Car for You): about 120’000 e-mails.

Newsletter Strategy:

1. A/B test campaign content by adapting subject lines to optimise the open-rate

2. Test tailored messaging to specific audiences (ex. “Female car seller speaks…”, female experts)

3. Establish benchmarks (top of class according to niche): 

   OR - 20,44% / CTR - 2,25% / Hard bounce - 0,31% / Soft Bounce - 0,51% / Unsubscribe rate - 0,24%

4. Develop a questionnaire to understand at what stage of the buying funnel the readers are in

5. Execute social media campaigns in order to acquire new subscribers

6. Design and implement newsletter sign-ups on the website, blog and articles

7. Send an opt in e-mail to Auto Ricardo mailing list.

Outcomes:

Opt-in of 60’500 Auto Ricardo subscribers from September 2021 until January 2022

34’000 subscribers gained due to contests, giveaways and logins created

Potential to add 60’000 more subscribers by the end of Q1 2022, due to remaining marketable contacts from Auto Ricardo’s data base

The total amount of subscribers by end of January 2022 was 97’519

Above-benchmark open rate (30.31%) and extremely low unsubscribe rate (0.23%).

Credits: Jeanine - Marketing & Comms. Designer; Artur Zazo - Head of Comms.; Daniela Thielecke - Digital Content Manager.