Designing an email campaign in the mobility sector: a new marketing approach for Tomtom

Email marketing is a highly attractive business channel, characterised by high customisation, scalability and the possibility of direct interaction. However, the idea of email is often associated with boring messages or spam content, and the importance of its visual component is only rarely recognised and appreciated. Tomtom has exploited the email marketing channel since its inception, but has continued to use it only for older products such as the famous PND navigator, without taking the opportunity to innovate contents to attract a younger audience. This project therefore aims to propose innovative solutions to make email marketing more appealing and engaging for the new generations, paying particular attention to the need to promote mobility-related actions without falling into its stereotypes. This thesis aims to explore new original propositions through a user acquisition challenge, focusing on content with strong systemic potential. This objective stems from the need to demonstrate how the systemic component can be integrated into the communication topic, in order to guide user actions with a strong social impact.