Challenge: Porsche has so many stories to tell that it boggles the mind. So many in fact that sometimes, they overwhelm the mind and become a kind of white noise. So how do you offer 1.8 million subscribers the content they crave without wearing out your welcome?
Solution: Discipline and verve. Our eCRM content adheres to a tight range of stories, with only a select few being editorial length. That keeps things manageable not only for those of us who have to produce the content, but for the subscribers who most likely read this stuff on their phones. As for verve, every Porsche newsletter aims for a cadence and word choice that would make Howard Cosell proud. Or at least those two guys in Better Off Dead.
Result: A two-fisted take on telling the tale of one of the all-time automotive greats. It's a pleasure bringing to life all the stories that make up what we know of as the Porsche brand. It's racetrack victories, it's iconic design, it's feats of performance, but most of all it's showing full commitment. And with an open rate consistently above 50%, I'd say we're getting that message across.
