Elevating Traditional Marketing to New Heights
The Brief
In the wake of a corporate identity refresh, Volkswagen Passenger Cars–a key Volkswagen subdivision–sought advice on how to revolutionize its email marketing to maximize impact and breakthrough with its target audience.
The Challenge
The April Six team was provided with all new campaign imagery and colorways from Volkswagen’s creative agency, and was tasked to create a new email template, with associated copy, that would align with this creative thought while driving an uptick in open rate and click-through.
Our Insight
Our approach was informed by email best practices and cognitive load theory, which drove us to create a simplified email template—supported by short and succinct copy—that would deliver an impactful message in a concise way.
The Expertise
Using consumable language, accentuating a core call to action, and focusing on one distinct message, we produced a visually-compelling email template for Volkswagen Passenger Cars that we believed would inspire its desired audience to action.
The Results
Since October 2021, the click-to-open (CTO) rates for our email templates have consistently outperformed other brands by a significant margin, elevating Volkswagen’s Passenger Cars beyond its competition (internal and external), helping the brand buck a downward trend in CTO rates.
10%
increase in CTO rates
