Award-Winning Campaign Sees 92 Percent Increase in Year-Over-Year Event Registrations
Selligent Marketing Cloud, the B2C marketing automation company, announced that it powered BMW of North America’s Ultimate Driving Experience email marketing campaign in conjunction with agency partner Raare Solutions – resulting in a 92 percent increase in year-over-year event registrations.
The Ultimate Driving Experience is a series of nationwide premium events hosted by BMW of North America across six major cities in the U.S.. To attract invitees to the event in Los Angeles, BMW worked with Raare Solutions and Selligent Marketing Cloud to create a carefully segmented email marketing program. The campaign aimed to increase registration rates for BMW’s most valued audiences, adjust campaigns dynamically to support fluid audience goals, and allow the marketing team to differentiate among audiences of varying propensity to purchase.
In addition to the 92 percent increase in event registrations, the complex and dynamic email initiative, which consisted of 22 strategic segments with 12 custom deployments, resulted in:
- 21 percent sales increase among invitees
- 4 percent reduction in overall invitations sent, ensuring that seats were filled efficiently with participants from key target audience
“Selligent Marketing Cloud gave our team the flexibility we needed to set up a complex deployment schedule and change it frequently, often within a few minutes’ notice,” said Esther Poulsen, President, Raare Solutions. “We are proud of this program’s results and look forward to our continued partnership.”
“We are honored to work with such an iconic name like BMW and enable them to deliver a program that lived up to their consumer brand promise,” said John Hernandez, CEO of Selligent Marketing Cloud. “Raare Solutions was an invaluable partner, providing the needed technical expertise to execute on a highly-engaging campaign that brought game-changing results.”