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Returnity Provides BMW with 360-degree Electronic Direct Mail Solution to Centralise and Simplify the Management of Email Marketing Communication

  • 20 March, 2007 10:17

<p>DNA offers a quick and easy solution for dealers to cost effectively communicate with customer databases through email campaigns</p>
<p>BMW Group Australia has adopted DNA (Dealer Networked Application) as an email-marketing platform for BMW and MINI dealerships across Australia. Launched into dealerships in January 2007 DNA is an innovative 360-degree EDM (Electronic Direct Mail) solution created by returnity, the first Australian company to provide permission-based electronic direct marketing.</p>
<p>DNA is designed to centralise and simplify the management of email communications for large corporations. As a 360-degree platform, DNA allows complete campaign management, data management, HTML template management as well as advanced levels of tracking and reporting on campaign metrics. This makes DNA a complete online CRM solution. Unsubscribe and bounce management are also controlled automatically through DNA.</p>
<p>This new platform provides BMW and MINI dealers with access to a library of templates centered on many customer touch points during the pre sales, sales and after sales phases. These templates are used to drive marketing and communications channels with all customers. With these standardised templates, dealers are now able to conduct their own independent email campaigns to their own databases and drive marketing and communication channels with BMW customers and potential customers.</p>
<p>Simultaneously, BMW Group Australia is able to oversee all communication activity from a control centre interface, measure all activity across this networked platform, and gather valuable data to use as a learning tool for all future e-marketing activity.</p>
<p>In addition the DNA platform allows dealers and BMW head office to undertake smart e-marketing approaches, including data segmentation strategies to increase content relevance and engagement by BMW customers</p>
<p>“DNA provides us with the ability to centralise the management of our electronic communication through an easy to use web interface. It is an efficient and effective way to internally manage e-marketing campaigns both from an execution and measurement perspective,” said Monika Kociolek, Manager CRM Programmes, BMW Group Australia. “DNA is currently being rolled out across our national dealer network; it will increase the ease, professionalism and speed with which we communicate the BMW brand values to our customers on a one-to-one basis.”</p>
<p>“One of the biggest requirements for BMW was to develop a e-marketing solution that allowed consistency of the brand as well as customization and userability across their dealership network” said Paula O’Connell, Managing Director of returnity. “The customisation of the DNA platform came about by scoping out BMW’s requirements, visiting dealerships and spending several weeks formalising a project document that met the needs of BMW today, as well as its move forward into new media such as email.”</p>
<p>About returnity</p>
<p>Returnity is a full service digital marketing company offering a range of services from campaign strategy through to design, delivery and post campaign analysis. Returnity’s services are built on the foundation of its proprietary email-marketing engine, which facilitates fully tracked and reported email communication on either stand-alone or wholly integrated basis.</p>
<p>Returnity’s service offering has evolved to include a complete range of digital services from email newsletters, statements and alerts, to online competitions, event registration and hosted data-driven websites. The company’s extensive experience and innovative thinking has attracted a blue-chip client base and earned it a reputation as a premier provider of data-driven, digital communications solutions. It is a member of the Australian Direct Marketing Association and adheres to its Code of Practice. Returnity is part of the Photon Group of Companies. For more information go to www.returnity.com</p>
<p>Media Contacts
Sarah Mulvin
Kinetics
(02) 9212 3848
sarah@kinetics.com.au</p>

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