- Danielle Torr, Head of Marketing, Motability Operations.
Motability Operations lease cars, Wheelchair Accessible Vehicles, scooters, and powered wheelchairs to over 640,000 people with disabilities, giving customers and their families access to affordable, worry-free mobility. They are extremely customer focussed and with a trust score of 97, building trusted relationships with effective communications is critical.
A digital transition
Motability Operations’ communication strategy over the last 5 years has been evolving from offline to digital, with email being a crucial part of the journey. This transition to email marketing was not only driven by internal requirements (cost-efficiency, reliability, and speed) but also by customer needs.
Why Motability Operations chose to outsource their email marketing
With limited internal capacity and skillset, the initial step for Motability Operations was to hire an outsourced agency to help them plan and execute an email marketing strategy using Salesforce Marketing Cloud.
Outsourcing their email marketing strategy and execution to an agency was essential as they needed to get up and running quickly, with an expert team that had the skillset and demonstrable evidence of delivering optimum experiences and results using Salesforce Marketing Cloud.
Why choose Jarrang?
During the tender process, the team at Motability Operations quickly realised that Jarrang was the partner of choice for many reasons, and not just because their team is Salesforce Marketing Cloud Certified.
Firstly, it was important that Motability Operations felt confident that they were hiring a specialist team of email marketing experts. With two full-service agencies also on the shortlist it became apparent that to deliver a high standard of strategy and execution they needed a specialist email marketing agency.
Secondly, it was essential that Motability Operations hired an agency that they felt could be an extension of their internal team. A partner, rather than a supplier.
“With Jarrang we felt there was a great cultural fit. We needed to choose a team that we could trust, that had the same values, and that we could build a long relationship with over time” says Danielle Torr, Head of Marketing, Motability Operations.
Thirdly, customer lifecycle communications were at the heart of the brief, Jarrang were able to demonstrate their expertise and knowledge outside of transactional emails through numerous client case studies, which was very appealing to Motability Operations.
The highlights of working with Jarrang
Fast forward 4 years, together with Jarrang, Motability Operations has grown their customer lifecycle email marketing strategy from strength to strength.
Some of the highlights include:
Maintaining excellent open rates of 50-60 percent, even as email volume tripled in the same period. Jarrang’s deliverability expertise and use of third-party solutions such as Validity have also ensured that they improve and maintain sender reputation, which has been key to the success of their email programs.
Despite data challenges, the customer success team at Jarrang is able to connect the data dots and deliver essential customer insights to drive further program optimisation.
Accessibility first is a non-negotiable for Motability Operations, together with Jarrang they have consistently delivered email designs and templates that are fully accessible, no doubt adding to their outstanding results.
Looking to the future
Email marketing is hugely important to Motability Operations, not just today, but into the future. As they continue to develop digital experiences for customers, email marketing will take an even more significant role in the communications mix.
“As the transition to electric cars takes place, we will not only need to educate our audiences but also support customers as they transition to electric – supporting them through the full lifecycle. Email marketing will play an essential role in the consideration, purchase, and post-purchase stages of the electric car purchase lifecycle. We’ll continue to map out email campaigns that support customers at every stage”
“Jarrang is an email marketing agency for the long term. They evolve to support your business needs. Great value, great team, and great results, it’s what sets them apart. We would recommend them to any business that is looking to outsource their email marketing strategy and execution.” Danielle concludes.
Needed to complete a digital transformation quickly
Limited internal Salesforce Marketing Cloud expertise
Limited internal Email Marketing experience and expertise
GDPR guidance was needed
Needed to maintain high levels of deliverability
Dedicated Client Success Manager, a trusted extension of the team
A flexible client/agency relationship that adapted to Motability Operations needs
Maintained deliverability as email volume ramped up
Accessibility focused designs
If you want to find out more about how to take your email marketing campaigns to the next level then we’d love to talk with you.