American Luxury; What a Luxury Car Should Be
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Plan
Take a new approach to Lincoln’s promotional email strategy. Redesign emails from top to bottom and build in optimal elements for users.
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Create
Create multiple email concepts complimenting the brand UI and UX. Balance promotional with brand building aspects while incorporating email best practices and keeping a pulse on the automotive industry.
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Grow
Increase response rates. Focus on customer motivations, expectations, likes, dislikes, and inclinations that drive customers to make purchasing decisions. Test and refine to drive clicks and traffic to dealerships.
A known leader in automotive dealership direct marketing, our team was approached by Lincoln Motor Company to explore beyond their automated dealership campaigns to create new promotional emails to drive sales and engage users.
Engaging Emails
Keep it clear and concise.
Be cognizant of image weight and clipping limits.
Design in a way that moves the user to the primary call-to-action.
Create a consistent brand experience from inbox to click-through.
Optimize by device using responsive design.
As Senior Art Director, I delivered a variety of concepts that pushed the brand’s email channel in a new direction and drove results.
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