Proton

Email marketing campaign

Car manufacturer Proton needed to reach its user community with a targeted, effective email campaign. Our solution delivered exceptional response rates plus valuable data on user behaviour.

Client aims

Proton UK is the British branch of Malaysian car manufacturer Proton, established in 1983 and now a leading international supplier with models such as the Impian, Gen-2, Savvy and Satria Neo.

Following a site redesign, Proton wanted to let their existing users know about the improvements they'd made to their online presence. We were asked to build and distribute this email and monitor the results, working in partnership with BGD Group.

Our Approach

The agency provided us with designs that complemented the rebranded website, from which we created stable HTML representations of the visuals. These templates were then thoroughly tested in all major email clients.

We used semantic markup wherever possible, ensuring that users who had switched off images in emails still saw a reasonable version of the content without compromising look and feel.

Following client testing and approval, emails were distributed to several thousand users at a carefully chosen date and time. All user activity was tracked, and the client was presented with a full report showing how many users had opened the email, how many had clicked through to the new website and how many emails had failed to reach their destination ('bounced').

Results

The campaign had exceptionally high response rates, with average clickthrough of 45% and open rates of above 60%.

Proton used the information in our report to determine which content stimulated a user response, so they could evolve future campaigns in tune with user needs.