Campaign
Audi wanted to inform company car drivers in good time about changes to Dutch benefit-in-kind tax rules for fully electric cars. From 1 January 2026, the taxable benefit rate rises from 17% to 22% for new contracts. They asked us to develop an email campaign that makes this tax difference clear and personally relevant, encouraging recipients to choose an electric Audi before the end of 2025.
We developed an automated email journey consisting of three consecutive emails. The journey guides recipients step by step from awareness to action: first, we explain the higher taxable benefit rate and the financial advantage of choosing in time; next, a company car tax calculator shows the personal impact; finally, we encourage recipients to configure an Audi before the order deadline.
Touch-Tell-Sell
The first email informs company car drivers about the increase in the taxable benefit rate from 1 January 2026. By making the difference between 17% and 22% tangible and showing net monthly costs for three electric Audi models, recipients can immediately see what they could save by choosing in time. The company car tax calculator and clear next steps make it easy to explore the personal impact.
Neuromarketing
Select a technique to discover how it was applied in the campaign:
People are naturally more motivated to avoid a potential loss or additional costs than to achieve an equivalent gain. By focusing directly on the increase to a 22% taxable benefit rate and the loss of thousands of euros in savings, the campaign encourages recipients to act now.
Analytics dashboard
Our in-house COFFEE analytics dashboard gave Audi real-time insights into results throughout the email campaign. Alongside open and click rates we also measure engagement per email, click behaviour and conversions, allowing us to see at any point which message generated the most action.
