OPTIMISING COMMUNICATION ACROSS THE VARIOUS DEALERS, BRANDS AND LOCATIONS
MERCEDES OFFERS A UNIFORM BRAND EXPERIENCE, THANKS TO THE ENTERPRISE SOLUTION BY FLEXMAIL.
In order to further optimise its communication with the various dealers, Mercedes-Benz Belgium Luxembourg NV/SA went in search of an email marketing partner. An important criterion was to ensure that communications could be highly personalised and that dealers have access to an extensive library of content.
As the first link in the communication process, it is important to Mercedes-Benz to guarantee uniformity in the communications addressed to clients. Quite a challenge: how can we help shape the message that dealers convey about our brand? Luckily, Flexmail was able to develop an appropriate solution: a central management module for the head office, and an Info Topics library for the dealers.
Mercedes-Benz Belgium Luxembourg NV/SA has to be able effortlessly to manage the 70 dealers spread across 140 locations. When a new user is created, this can be customised for each dealer with differing specifications. They can also give each dealer direct access to specific templates. Via an extensive rights management, they can also grant or limit access to specific components in the Flexmail platform.
THE RIGHT CONTENT ALWAYS AT YOUR FINGERTIPS
How does an Info Topics Library work? Mercedes-Benz can make multilingual articles available in the library. It can then assign a brand, department or activity. Thanks to this selection, every dealer has access only to the articles that are specifically relevant to its customers, and that they can go on to use in their own newsletters.
This way, they enrich their own email communication with relevant content. Moreover, each article also has a validity date. This means the topics that are used by the dealers are always hot off the press. Thanks to the Info Topics Library, Mercedes-Benz lends its dealers a hand so they can present themselves as experts in the automobile sector, and the end customers always obtain the information they need.
For its template, Mercedes-Benz opted for various Wizard templates customised for its dealers. Mercedes-Benz decided on the lay-out, while the dealers themselves had a hand in determining the content.
This way, Mercedes-Benz maintains a uniform style in the templates, and the dealers can create an email message with the desired content in no time.
MERCEDES-BENZ AND FLEXMAIL NON-STOP
Mercedes-Benz is a brand with a strong profile that closely follows the latest trends on the auto market. Hence the need for an email marketing platform that evolves at a matching pace.
Not only is Mercedes-Benz always curious about new features with which to enhance its own email marketing strategy, but it can also count on a team who put their heads together to achieve even better results via email marketing. Meanwhile, Mercedes-Benz Belgium Luxembourg NV/SA has streamlined its internal communication as well, and used surveys to render customer experience even more measurable.