Where's the Welcome?

From: MINIUSA
Subject Line: What's Your Carfun Footprint?
Date: Thursday, August 14, 2008

Two weeks ago I had an extremely positive customer experience buying a new MINI. It was quite honestly the first time I've gone through the car purchase process without feeling like I was being totally snowed. The sales and finance folks were friendly, fast and straightforward. And beyond that, the visit was enhanced with little touches that packed a punch. For instance, come pick-up time, the car was not only ready-to-go on the sales floor; it was also enshrouded in a car cover, which I ceremoniously removed, like opening an enormous present.

After being treated so well at the dealership, I was wondering what kind of "Congratulations!" or "Welcome!" message I'd receive via email that week. In fact, I was secretly hoping to receive a welcome series so I could revel in new-car-ness for weeks on end. But alas, the first mail I got was this (albiet cute) "Carfun Footprint" message.

Now I don't pretend to imagine that most consumers make big purchases and then impatiently wait to see what kind of email follow-up they'll receive. But I do think that MINI is missing an opportunity to reinforce my positive purchase experience and potentially upsell me on the auto-sense windshield wiper upgrade I'm so going to need come end-of-summer in Seattle.