Husqvarna: Process-driven data updating in performance marketing

Husqvarna is one of the world’s largest manufacturers of forestry and garden equipment – including lawn mowers, chainsaws and robotic mowers, for both professional and private use. Through performance marketing, Husqvarna entered into direct interaction with its customers and achieved measurable responses and transactions.

At the heart of the online marketing campaign was a landing page linked to the newsletter. Via this page, interested customers could book an appointment with a nearby Husqvarna dealer in just a few steps to get to know the battery-powered tools and other professional Husqvarna machines more closely. At the same time, during this process, customer data was updated and a gift was sent to customers as a thank-you for participating.

The technical implementation of the responsive website was carried out by syreta based on the web design created by the MMS advertising agency. The result is a fully automated process control system for data updating and gift dispatch – an efficient interplay of digital marketing and customer communication.

What technically distinguishes the Husqvarna project is the fully automated process chain behind a landing page that appears simple at first glance. The customer signs up for a product demonstration – in the background, a suitable dealer appointment is automatically assigned, a gift is triggered and sent, and customer data is updated. No manual intervention required.

This is performance marketing that lives up to its name: not just measuring clicks, but digitally carrying through the entire process from registration to follow-up communication. For syreta, the technical implementation based on the design created by MMS advertising agency was further confirmation: good collaboration between design and technology produces results that speak for themselves.

Newsletter campaigns with a landing page – why the combination is crucial

A newsletter alone generates attention, but rarely a measurable action. Only the connection with a targeted landing page that leads the recipient directly to the desired action turns a mailing into a true performance marketing measure. For Husqvarna, this was particularly important: the professional battery series requires explanation, and the best way to convince customers is a direct product demonstration at the local dealer. The landing page builds exactly this bridge — from the initial digital contact via newsletter to the personal meeting in specialist retail. That customer data is updated at the same time and a thank-you is automatically sent shows how much is in a well-thought-out process: the customer experiences a smooth, appreciative flow, and Husqvarna gains qualified leads as well as up-to-date contact data — without any manual effort in the background.