Free2Move
Increase 30-day use of a carsharing service with clear and compelling email automation
With a new-to-market product in Washington D.C., Free2Move needed its email marketing to educate and convert users that carsharing is an easy solution to their mobility needs.
After launching in October 2018 in Washington D.C. as a carsharing app and service, Free2Move Carsharing (a Stellantis brand) used a mix of channels to drive awareness, app downloads and usage. One of its key challenges was to drive completion of its sign-up process and re-engagement with the service. The brand sought new ideas to reinvigorate the business for Q4 2019 and beyond. After completing an initial setup in Salesforce Marketing Cloud, Free2Move enlisted Integrato to finetune its email automation series to boost first-time of the service.
Project Scope
Branded Salesforce HTML email template
Email strategy with a creative brief and content strategy for 3 unique user journeys (new user welcome, registered but yet to drive, incomplete app registration)
Email execution with copy and design
Integrato’s Approach
Build a talented freelance agency. Integrato enlisted fellow independents Kim Post and Rachel Kirkwood as partners for email design and copy, giving Free2Move access to expert resources with all of the flexibility of a freelance workflow.
Align on integrated communication objectives. By reviewing each user journey (and the emails within it), we were able to clarify the call-to-action and focus on what mattered most to that specific user at that point in time. Emails followed a similar style as the app to create a seamless integration from one channel to the next.
Deliver with consistent branding. At the time, the carsharing category was still building awareness in Washington D.C. Email marketing needed to build the category—and brand preference for Free2Move Carsharing—through a clear, friendly design and tone.
Support cohort testing with incentives. For users who had not completed registering for the app, we developed 3 emails (2 with different incentives and 1 for control) to identify what would perform best.
Note: This project was completed in Q1 2020. Like many businesses, Free2Move had to temporarily close with the arrival of the pandemic in March 2020. Performance analytics for these emails are not available.
“Working with Integrato was a pleasure. Claire and her team were extremely thoughtful in their approach and delivered a series of email templates that were on brand and addressed the challenge directly. The end product was great and it fit seamlessly into our existing communication strategy to enhance it.”
—Michael Lamontagne, Director, Digital & Analytics Strategy, PSA North America, Inc.
