Volvo targets users with email strategy

A monthly email based on the car manufacturer's latest news and features on its web site (www.volvocars.co.uk) will be distributed to subscribers.

The first email features a prize draw that offers the chance to win a Volvo XC90, the 4x4 sports utility vehicle being launched in October. The competition is designed for data-capture purposes.

Future emails will be tailored to particular audiences, such as existing or prospective customers, or company car drivers.

Content will include information on the company's diesel range, and a link to the 'design your own Volvo' part of its site. Future issues will cover Volvo's 75th birthday and pre-launch information on the Volvo XC90.

Marketing agency EHS Brann developed Volvo-i for the car giant. It won the online account for Volvo earlier this year. About 30,000 visitors who have logged on to either the Volvo site or its Urban Life Support site will be sent the newsletters.

"We have run email campaigns before, but we wanted to take it a step further, explained Marilyn Bradley Jones, customer database and internet manager at Volvo Car UK.

"We are receiving a lot more requests for email contact from the web site."