The client
The Hyundai Motor Company are a South Korean motor vehicle manufacturer. Since the early 2000s, they have emerged as one of the major retailers of affordable vehicles in the UK market, with the Santa Fe, Tucson, i10, i20 and i30 as there most popular models. Even today, they continue with their founder’s can-do spirit, already producing three zero emission vehicles with a view to improving range comfort and connectivity in the years to come.
The challenge
With a pre-scheduled monthly digital communication followed by a print marketing piece to those most engaged, Hyundai’s prospect marketing is a multi-agency effort. With flat design created by Innocean, data and mailing solutions provided by Omnis Intelligence and HTML build and guidance left in our capable hands.
The solution
As the team at Innocean specialise in print design, we liaise regularly to discuss digital styling and approach, before taking over to handle the more technical aspects of each communication. It is important with consumer emails, to ensure the design is flexible and fully responsive at all times. With over 60% of email users viewing their communications on mobile phones or tablets, we work hard to ensure that every message is as clear and readable as its initial design.
When it comes to building HTML emails, many designers hit hurdles before they even get started. Whilst many agencies offer HTML services, be sure to do your research. If we think of HTML as a language, website and email HTML would be two very different dialects, so be sure your agency knows the difference. The term browser compatibility is thrown around a lot in HTML design and in email design it becomes an ever-stricter beast. Whilst browser compatibility (Chrome, Edge, Firefox, etc.) plays a part, varying email clients (Gmail, Outlook, MacMail, etc.) also play a role in how your HTML displays.
We build all of our HTML emails responsively and from scratch to ensure cross browser/client compatibility and run thorough testing on devices and clients to ensure all emails stay in top condition. With a brand as big as Hyundai it is vital that any communication shows the brand at its best, and this thorough testing combined with data merging provides a fully functioning, personalised email for all prospect campaigns.
With regards to print campaigns, we receive a single design file that is then modified to merge dealer information as well as customer name to create a fully customised mailing. Once set up, we merge with engaged prospect details to create a final PDF document containing finalised print ready artwork.
The result
As a result of a streamlined multi-agency effort, Hyundai are able to deliver regular consistent, personalised marketing communications. With high ticket items, conversions to sales can take anything from a month to a year, but with targeted data, we can prioritise prospects who are in the buying window of an existing lease (for example). Whilst this approach may not be suited to all business models, those selling high ticket items, or brands in populated markets can benefit from the regular exposure multi-channel marketing campaigns can provide.
