The day before launch an email was sent to all of those prospects who had registered an interest but had not given their full contact details, lapsed and current customers. The supporting landing page challenged visitors to ‘test drive’ various shapes, including a saw and a hot-water bottle. The MINI Clubman sees off its shapely rivals and encourages you to be one of the first to get behind the wheel by booking a test drive.

 

For a prospect audience, the results were also extremely high, with an open rate of 37.5% and a click through rate of 66.8%.

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