High Performance News ahead!
BMW M Newsletter
It takes just one click, you will be the first to know about the future of BMW. The newsletter will be sent out once every month to keep you ahead of all the information. It will include content about BMW M, BMW M Performance, BMW Individual or BMW Driving Experience.
The sign up process is very easy, they ask you for just the name, country and the date of birth. You will receive a confirmation email and after you confirm you are enrolled in the M newsletter.
On the bottom of BMW web, I find out the subscribe and updates from Online shopping tools. The way to sign up is pretty easy and simple. BMW does not ask more details of customers. This is kind of unexpected to target the correct customers. It’s hard to define which one is their loyalty targeting.
but since I subscribe last week, I only received the first welcome email right after signed up. There is no more coming up. we can see the frequency is not frequently.
The welcome email will come just a second after you confirmed the subscription. It will come with a link to let you explore more for BMW latest lineup and M sports. It provides latest reading content for specific cars and also the history of the brand for those newcomers. Showcasing some of the latest cars and ideas while also pushing out their goal to be sustainable and how to help the environment. Not only you have content for the existing customers but there are lots of interested content for newcomers as well. There is also an area you can download cool high def wallpapers for your computers.
Once a month, is what they promise the marketing digital newsletter will be sent out. The monthly newsletter is an opportunity to update your subscribers with useful information about your industry as well as upcoming events and current promotions. We often find our mailbox is full of advertisement emails from different brands and sometimes they are too much for us to handle. And after couple days, we will either put them to spam or unsubscribe them ourselves. Participation is everything.
Publishing a newsletter every month can give your prospects something to look forward to without feeling like they’re being asked for extra inbox maintenance or too much digital clutter. That’s not to say you can’t boost your newsletter sending with follow-ups like upcoming events, but these one-off emails should be short and targeted to audiences more likely to attend. In other words, if your subscribers are busy and you can be patient, sticking to a monthly email cadence means your users are less likely to opt out, especially if they feel like they’re receiving relevant content.
Email sometimes can be hard to follow, I found BMW’s newsletter to be simple and direct. Using cool car images to drag your eye balls and not to put too much words on the email itself but using links to let customer decide if they want to read more about. They are somehow using email’s best practices that I noticed. First is they using double opt-in email sign-up process to let user confirm their subscription, so they are expecting emails from BMW. And then there is a welcome email, to introduce and provide a discount or promotion offer for their M line products. The entire email is very brief, short and on point. Lot of graphics, bold important information and there is some white spaces for breathing room. Also, the most important part is they are mobile device friendly, it shows perfectly on your mobile device which is a huge help. Since marketing emails are often drafted and edited on desktop computers, the way emails appear on mobile devices can be an afterthought. No — mobile clients account for 41.6% of email opens. Fortunately, there’s an easy fix: test your email before sending it, to check how it renders on mobile. It is also easy to unsubscribe, if opting in to an email list is smooth and easy, the opt out function should be easy and smooth as well and they make sure this is a simple process. It is good to leave a good last impressions.
Improvement, I think they are doing a good job on creating their monthly newsletters. But I think about something that I am not sure if they are doing it or not, it might just be my ideas that I want to share with everyone, not only to BMW. I think the most important part of the newsletter is engagement, if a significant portion of your list has not engaged with your content for months, i am not sure if they have the technology to calculate people clicking their newsletters. It should be worth either attempting to re-engage them or unsubscribing them from your list in order to maintain an engaged list. For re-engage, i think instead of sending the same monthly content, maybe create something else more attractive for those customers and see if they response. I personally think this is very important to regularly cleaning your list not only keeps your list engaged, but can help you save money that can be re-allocated to other parts of your business.
