Case Study: Automotive Dealership · Case Study: Automotive Dealership Email Marketing -...

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Case Study: Automotive Dealership Email Marketing Subject Line: Dirty car? Clean it up at [Dealership] Targeting: 1. Truck & SUV Owners, Year 2003-2015 within a 25-mile radius of the dealership. 2. Auto Intenders within 20 miles of the dealership. 3. Consumers within 15 miles of the dealership. Results: Sends: 60,000 Open Rate: 15.31% (7,965) Click-through Rate: 1.37% (821)

Transcript of Case Study: Automotive Dealership · Case Study: Automotive Dealership Email Marketing -...

Page 1: Case Study: Automotive Dealership · Case Study: Automotive Dealership Email Marketing - Rebroadcast Subject Line: Hurry! Final Days! Redeployed to those who opened the initial send,

Case Study: Automotive DealershipEmail Marketing

Subject Line: Dirty car? Clean it up at [Dealership]

Targeting:1. Truck & SUV Owners, Year 2003-2015 within

a 25-mile radius of the dealership.2. Auto Intenders within 20 miles of the

dealership. 3. Consumers within 15 miles of the dealership.

Results:Sends: 60,000Open Rate: 15.31% (7,965)Click-through Rate: 1.37% (821)

Page 2: Case Study: Automotive Dealership · Case Study: Automotive Dealership Email Marketing - Rebroadcast Subject Line: Hurry! Final Days! Redeployed to those who opened the initial send,

Case Study: Automotive DealershipEmail Marketing - Rebroadcast

Subject Line: Hurry! Final Days!Redeployed to those who opened the initial send, sent one week following initial broadcast.

Results:Re-sends: 7,695Open Rate: 15.31% (1,178)Click-through Rate: 1.34% (103)

Takeaways:- Resulted in 538 new users on the dealer’s site. - Dealer tracked 4 new leads as a result of the

campaign ($450 CPA), lowering their CPA by 25%.

Page 3: Case Study: Automotive Dealership · Case Study: Automotive Dealership Email Marketing - Rebroadcast Subject Line: Hurry! Final Days! Redeployed to those who opened the initial send,

Case Study: Automotive DealershipIP Marketing - Digital Direct Mail

The Email Marketing campaign was followed by an IP Targeting one using the postal records of the users who opened the initial email.

Results:3,781 homes targeted167,888 impressions served349 clicks – 0.208% CTR

This campaign allowed the dealer to maintain contact with consumers who already expressed their interest in a new vehicle by opening the initial

email(s), further increasing their likelihood to convert.