Email Design / Email Development / Klaviyo Setup
Riviera Motors
A welcome series built to turn new enquiries into showroom visits on the Côte d'Azur.
+34%
Showroom visits
from new enquiries within 14 days
2.8×
ROI
on the sequence in the first quarter
+22%
Enquiry-to-visit
conversion rate uplift
The challenge
Riviera Motors is a luxury car broker on the French Riviera serving expatriates and foreign buyers. Leads were coming in through the website, but there was no follow-up. Buying a car in France as a foreigner is complicated: regulations, green-tax laws, language barriers. Without a nurture sequence in place, every enquiry that didn't get a same-day callback went cold. The sales team was doing manual outreach when they had time, which wasn't often.
The solution
We built a lead nurture series that fires the moment someone submits their details. The first email greets them by name, introduces the inventory of new and pre-owned vehicles, and leads with a complimentary inspection offer to earn the first showroom visit. Subsequent emails spotlight specific models, the Range Rover and the Defender, with test drive invitations and InControl technology upgrade offers. Every email is signed personally by the CEO, keeping the high-touch brokerage feel intact at every step.
The approach
01
Discovery
Mapping the foreign-buyer journey
Reviewed the existing website lead form, talked through buyer objections with the sales team, and mapped the specific friction points foreign buyers hit when purchasing in France. Regulations, green-tax, import process. Every email in the sequence had to address one of them.
02
Architecture
Sequence logic and timing
Designed a six-email arc firing across the first ten days. Each email carries a single purpose: introduce the inventory, earn the first showroom visit, spotlight the Range Rover, introduce the Defender, present InControl upgrades, and close with a direct invitation from the sales team.
03
Creative direction
Luxury through restraint
Chose editorial typography, generous whitespace, and full-bleed fleet photography over promotional clutter. The brand sells considered decisions, so the emails had to feel considered.
04
Build
Production and integration
Built on Maizzle for clean, inline-styled HTML. Connected to Klaviyo, wired to the website lead form, and tested in a staging profile before any live customer touched it.
05
Verification
Render testing
Tested across leading email clients: Outlook 2007-2024, new Outlook, Gmail web and mobile, Apple Mail, iOS, Android. Dark mode validated on every client that supports it.
Design principles
Restraint over excess
Luxury in the inbox is tight typography, high-end photography, and nothing else competing for attention.
Signed by the CEO
Every email closes with the CEO's personal signature — the trust asset this brokerage sells.
Product as hero
Fleet photography carries the emotional weight. Copy stays functional, never performative.
Design decisions
The first offer is a free inspection, not a discount
Discounts cheapen the brand. A complimentary inspection gives the buyer a reason to visit without price-anchoring the purchase.
CEO signature on every send
Foreign buyers are trusting a person, not a showroom. Keeping the CEO visible in every email scales the relationship without losing it.
Secondary content reinforces the specialist role
InControl upgrades and Defender spotlights position the team as people who understand both the car and the buyer's practical concerns.
The result
Every new enquiry now enters a branded sequence automatically. The sales team picks up qualified leads mid-conversation rather than starting from zero. The sequence pays for itself the moment a single lead converts.