Marketing automation for AUDI AG

Inxmail helps you meet every challenge

AUDI AG was looking for a service provider that it could use in various project areas in the context of sending e-mail notifications. It needed a company with the necessary technical qualifications, solutions and experience. In Inxmail, AUDI AG found an expert that met all its requirements.

Digital transformation is a key driver of change in the mobility sector – the car is increasingly becoming part of a networked environment. AUDI AG sees this as a great opportunity for new technologies and business models and is intensively promoting digitalization. Numerous digital services are already available to AUDI AG customers and dealers. In the future, these services will be even more closely aligned with the DNA of the AUDI brand.

The provision and sending of e-mail notifications is an essential part of “myAudi” – the central customer portal for AUDI AG digital products – but also a component of other websites. Processes can be confirmed, completed or continued as one-to-one communication via the e-mail channel.

These transactional emails are sent from different systems. A new alternative was sought in the course of a system changeover.

[Translate to English:] Logo von Audi, bestehend aus vier ineinander verschlungenen Ringen in Schwarz.

Case Study

[Translate to English:] Mobilgerät zeigt eine Transaktions-E-Mail von Audi mit dem Logo und der Begrüßung 'Hallo Test User', die den Hauptnutzer des Fahrzeugs bestätigt und Anweisungen zur Nutzung der myAudi App gibt, einschließlich Links zum Herunterladen der App aus dem App Store und Google Play Store.
[Translate to English:] Computerbildschirm zeigt eine Workflow-Ansicht in der Inxmail Commerce Plattform, die den Ablauf eines Events mit mehreren Verzweigungen und Versandentscheidungen darstellt.
Challenge

An all-round talent for email notifications

AUDI AG evaluated a powerful system to create, configure and deliver automated email notifications.

The system had to be able to serve all countries and languages relevant to the globally positioned AUDI AG. It was essential to be able to react to country- and language-specific requirements.

In addition to creating new notifications, the system should also offer the option of migrating existing notifications and adapting them to existing requirements and business processes.

Another part of the job was to continuously improve the quality of the email notifications. This involved measures to optimize the deliverability of emails and the traceability of sent notifications, such as monitoring interaction data (delivered, opened, clicked), SPAM prevention, email statistics or A/B tests. To achieve this, it was essential that the solution used had the appropriate components and modules.

Solution

“It's a Match”

In Inxmail, AUDI AG has found a reliable and expert partner that meets all its requirements. The software solution can be flexibly integrated into existing system landscapes – and this is also the case at AUDI AG. The comprehensive Inxmail package guarantees legal compliance, offers a wide range of personalization options, ensures optimal deliverability and is ideally positioned to meet country-specific requirements. It can also easily implement highly complex workflows.

The Inxmail email marketing platform is able to receive variables in the form of request parameters via a secure interface, insert them in the correct place in the notification to be sent, and send the notification to the correct recipient.

Some of the variables are personal data, while others are transaction-relevant data. The processing of personal data means that constant compliance with the currently valid data protection regulations according to the GDPR and country-specific data protection regulations is essential, which the system ensures.

“Inxmail GmbH played a key role in designing the project and without its high level of expertise and flexibility, the project could not have been realized on this scale.”  
[Translate to English:] Porträtfoto von Denis Hofmann, Mitarbeiter der Audi AG, in einem runden Rahmen.
Denis Hofmann
Product Owner – Digital Services, AUDI AG

The benefits at a glance

  • Marketing automation and mapping of complex workflows
  • Legal certainty and data protection compliance
  • Integration of content from third-party systems
  • Personalization at the individual recipient level
  • Meets the international requirements of a global player

About AUDI AG

AUDI AG stands for sporty vehicles, high-quality workmanship and progressive design – for “Vorsprung durch Technik”. The Audi Group is one of the most successful carmakers in the premium segment.

However, the mobility market is on the verge of profound changes. New digital business models are emerging in the future and the car will be part of an ever-broader range of mobility options.

Audi thinks first and foremost from the customer's perspective and integrates customer wishes from the first project sketch. Audi is realizing new data-driven business models. With Audi connect services, functions on demand or car trading via the Internet, Audi offers its customers clear added value.

www.audi.de

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