Free2Move
Increase 30-day use of a carsharing service with clear and compelling email automation
INDUSTRY
B2C AUTOMOTIVE
YEARS
2019 – 2020
SERVICES
EMAIL AUTOMATION
CONTENT STRATEGY
CREDITS
RACHEL KIRKWOOD
KIM POST
THE OPPORTUNITY
After launching in late 2018 in Washington D.C., Free2Move Carsharing (a Stellantis brand) tried a mix of channels to drive awareness, app downloads and usage of its service. Its key challenge: getting people who downloaded the app to complete signup and take their first trip.
Once initial setup in Salesforce Marketing Cloud was completed in late 2019, Free2Move enlisted Integrato to refine the automation strategy and design the brand’s email series.
By the beginning of 2020, 3 user journeys were complete. Then in March 2020, Free2Move suspended service due to the Covid-19 pandemic and paused all campaigns. Performance data was never captured but the strategy and creative execution speak for themselves.
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.
BUILD AN EXPERIENCED CREATIVE TEAM
Applied big picture view as fractional marketing director for Stellantis B2C and B2B brands to know which projects needed resources and how to lead them. Onboarded teammates experienced in email design (Kim Post) and content (Rachel Kirkwood).
EXECUTE CONSISTENT BRANDING
Built a new-to-market category and brand preference with a custom Salesforce template with a clear, friendly design and tone. Styled emails similarly to the app for a seamless integration from one channel to the next.
MATCH USER MINDSETS TO EMAIL JOURNEYS
Delivered creative briefs and designed emails for 3 unique user journeys based on app signup/usage status. Matched each email’s content and call-to-action to the user’s mindset at that specific point in their user journey.
TEST & LEARN
Created A/B test with 2 incentives and a control to analyze which would perform best in getting users to complete app registration. Successfully engaging users before they fell out of the funnel was critical.
“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.