The high-performance auto brand’s powerful email newsletter builds the brand as well as relationships with customers.
Mailer Name: Porsche
Date Emailed: July 13, 2017
Unlike other vehicle automakers, Porsches aren't about gas mileage, craftsmanship, luxury, or practicality. As an iconic car manufacturer, Porsche has had a reputation of inspiring loyalty in its drivers. Its cars have long been sold on precision, quality, performance, and the ability to redline the engine all day.
The brand knows what its strengths are, and caters to its audience’s passion for them. Its latest email newsletter demonstrates this.
The subject line describes its powerful, latest model: “Unyielding: the new 911 GT2 RS.”
The first few sentences of a 2-paragraph letter at the top of the email’s body urge the driver to “make a statement.” And they compare its high-octane performance with the moves of parkour runner (and founder) David Belle.
Later in the email, a link clicks through to the Porsche website, where the driver can view a video that combines footage of both the new car and Belle in action, at full throttle.
The email includes stories in a layout that covers both 1 and 2 columns. One article chronicles the recent victory of the Porsche team at Le Mans, the famous French endurance race. Like the new 911 car video, it links to a video. Six of the email’s 12 stories link to videos hosted either on Porsche’s site or on YouTube.
Another example is a travelogue of the Côte d'Azur or French Riviera. But instead of a mere video tour, it actually makes an offer for a trip to the region, with a lot of time in a Porsche as part of the package.
Drivers with a taste for an exclusive, well-designed and attractive sports car experience have another option closer to home. They can register for a course at Porsche’s Driving School near Atlanta. A call to action button brings the customer to the website and choose from a variety of packages.
Deepen your customer’s loyalty to your brand by promoting experiences that capture or recreate the emotional thrill they feel with your product.