Free2Move
Increase 30-day use of a carsharing service with clear and compelling email automation
INDUSTRY
B2C – AUTOMOTIVE
YEARS
2019-2020
SERVICES
FRACTIONAL MARKETING
EMAIL AUTOMATION
CONTENT STRATEGY
CREDITS
RACHEL KIRKWOOD
KIM POST
THE OPPORTUNITY
After launching in Q4 2018 in Washington D.C. as a carsharing app and service, Free2Move Carsharing (a Stellantis brand) tried 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 use of the service.
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 A TEAM AS A FRACTIONAL
Apply big picture view as fractional marketing director for Stellantis B2C and B2B brands to know which projects need resources and how to lead them. Onboard a designer and copywriter with deep email expertise.
EXECUTE CONSISTENT BRANDING
Build a new-to-market category and brand preference with a custom Salesforce template with a clear, friendly design and tone. Style emails similarly to the app for a seamless integration from one channel to the next.
LOCK IN ON 3 USER JOURNEYS
Deliver creative briefs and designed emails for 3 unique user journeys based on app signup/usage status. Match each email’s content and call-to-action to the user’s mindset at that specific point in their user journey.
TEST & LEARN
Create 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.
Note: This project was completed in Q1 2020. Like many businesses, Free2Move had to indefinitely 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.