Motorcycle Brand Email Marketing Case Study
A global premium motorcycle manufacturer was seeing test ride bookings decline, not because of demand, but because a hidden CRM failure meant 10–20% of leads weren’t being followed up. We mapped the journey end-to-end, fixed the automation delay, and stabilised dealer follow-up across markets, while running lifecycle email marketing campaigns to keep prospects engaged during rollout.
Client
Industry: Automotive Brand (B2C)
Client type: Global premium motorcycle manufacturer
Market: UK & France
- Services Provided:
- CRM journey mapping & optimisation
- Email marketing & lifecycle automation
- Lead routing and dealer notification fixes
- Performance reporting and monitoring
Global Premium Motorcycle Manufacturer
Operating across multiple global markets with a large customer database and existing loyalty programme.
* Channels: CRM automation, lifecycle email, website booking journey
Timeline 3 months
The Challenges
- Test ride bookings were declining due to a hidden CRM failure that wasn’t being detected in reporting, putting performance and the account at risk.
- 20% of test ride bookings were not followed up
- Multiple markets impacted (UK & France)
- Customer frustration increasing, and dealer teams lacked visibility
Objectives
- Restore reliable, fast dealer follow-up after every test ride booking
- Reduce missed follow-ups to a low, controllable level (ideally near-zero)
- Improve engagement and revenue contribution from lifecycle campaigns during rollout.
- Create visibility so the issue couldn’t silently reappear
Strategy & Approach
We treated this as a journey reliability problem first (fix the broken handoff), then an engagement and performance problem (keep prospects warm and measure drop-offs). The work was structured around 3 pillars:
1. Journey Mapping & Root Cause Analysis
What we did
- Mapped the entire test ride journey: website booking → CRM → dealer notification → follow-up
- Audited triggers, routing rules, and timing by market
- Pinpointed the exact point of failure: CRM automation delay impacting dealer alerts
Why it matters
If the handoff breaks, demand doesn’t matter—leads simply don’t convert.
Output
A clear journey map + failure points + fix plan by market.
2. CRM Automation Fix & Safeguards
What we did
- Corrected automation timing/trigger logic behind dealer notifications
- Standardised routing rules across UK & France to prevent market-specific gaps
- Added exception handling for failed/delayed alerts
Why it matters
This turns follow-up into a system guarantee, not a manual hope.
Output
Stabilised notification workflow and consistent lead routing.
3. Lifecycle Email Support During Rollout
What we did
- Built/optimised priority lifecycle emails to maintain interest during the fix rollout
- Used segmented messaging based on bike interest and upcoming models
- Improved content and cadence for higher engagement
Why it matters
Even with a fixed CRM, prospects need timely nudges to move from interest to action.
Output
Updated lifecycle sequences designed to lift opens, clicks, and downstream actions.
What We Implemented
End-to-end journey rebuild
Actions Taken
- Documented the booking-to-follow-up funnel with clear ownership points
- Confirmed where drop-off occurred and how it presented across markets
Key improvements
- A single view of the customer journey and where follow-ups were failing
- Clear accountability and measurable checkpoints
Dealer notification and routing fixes
Actions Taken
- Removed the CRM automation delay causing late/missed dealer notifications
- Standardised rules for dealer assignment and alerts
Key improvements
- Faster, more consistent follow-up
- Fewer leads lost due to operational lag
Monitoring and reporting layer
Actions Taken
- Built basic monitoring so delayed/failed alerts surfaced immediately
- Introduced reporting for “booked → followed up” tracking by market
Key improvements
- The issue can’t hide again
- Teams can spot problems early and correct quickly
Lifecycle email optimisation
Actions Taken
- Targeted campaigns aligned to bike interest and upcoming models.
- Refreshed messaging and improved CTA clarity for higher clicks
Key improvements
- Better engagement while the CRM fix rolled out
- Stronger contribution from email across the customer journey
Creative Example
RESULTS
- Missed follow-ups reduced from 20% to 2–3%
- +20–30% uplift in open rates
- +5% increase in click-through rates
Within three months, test ride follow-up was reliably handled across the UK and France, the CRM workflow was fixed and monitored to prevent repeat issues, and customers experienced fewer delays and drop-offs before purchase.
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