Mercedes-Benz USA was founded in 1926 and since then has sought to combine luxury with performance across a full line of automobile models. With vehicles manufactured in 17 countries on five continents, their vehicles are distributed and enjoyed all over the world.
- Return Path Platform
- ESP Migration
Historically, Mercedes-Benz’s digital communication strategy focused on speaking to the VIN, not the consumer. As such, they provided customers with information about their car, without recognizing the individual customer’s unique history with the brand. Unfortunately, this approach simplified the highly personal nature of ownership into a one-size-fits-all experience.
By creating a “New Owners Welcome Series,” Mercedes-Benz sought to challenge this long embedded strategy by providing each customer with relevant, streamlined, and personalized communications based on their history with the brand and not just their newly purchased vehicle’s attributes. In particular, Mercedes-Benz sought to create a communication journey that could be tailored fit to each customer, not just today, but in the future as well.
The biggest deliverability challenge Mercedes-Benz USA faced was lack of data regarding a relatively low deliverability score. They knew there was something wrong, but did not have the tools to visualize and diagnose the issues.
The path to achieving the goals of the New Owners Welcome Series started with a concerted effort by Mercedes-Benz to improve their overall rate of email deliverability as the first step in creating this journey was making sure the emails in this welcome series made it to the subscribers’ inbox. Without that crucial ingredient, this new experience would not be able to take place. That’s when they decided to partner with Return Path.
Return Path provided Mercedes-Benz USA with the tools to monitor specific measures of deliverability, such as unknown user rate and complaint rates. Being able to identify which areas of deliverability they needed to improve upon was crucial and the Return Path Platform allowed them to monitor and correct specific issues that were affecting their inbox placement rate. From there, they could confidently focus on the rest of the program.
“Return Path played an integral part in helping us optimize our deliverability metrics and improve our Sender Score. We used the Return Path Platform to monitor the success of our efforts to ‘warm up’ brand new IP addresses and Return Path helped us improve our overall deliverability rate from 86 percent to 95 percent, a 10 percent increase in deliverability rate year over year.”
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More than a dozen separate communications were consolidated into a single journey, comprised of three core emails and four possible follow up emails delivered only to customers meeting specific criteria. As a result of the streamlined communication strategy, they now deliver the initial welcome communication within 24 hours post purchase, netting out to a 96.67 percent improvement in response time to what is the most significant event of the customer lifecycle. Mercedes-Benz has thus far succeeded in reducing the average number of days post-purchase that it takes a new owner to add their VIN within the mobile app, Mercedes me, from 23 days to 10 days.