Intersections eNewsletter - December 2009

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Intersections eNewsletter
INTERSECTIONS is a monthly eNewsletter published by Traffic Builders, Inc.

Case Study: Can e-mail stand alone?

Visit us at automotivecasestudies.com

CHALLENGE
The challenge is to address a common dealer's question: Could a dealership take their e-mail customers' names out of their direct mail list to save money? We wanted to see the response from customers who received e-mailed promotions instead of direct mail promotions.

APPROACH
We decided to look at several dealerships and track whether those who opened and clicked on an e-mail promotion in one month would continue to open and click on e-mails over the next six months, suggesting a heightened level of interest due to the interaction with the marketing piece. If a large enough grouping of customers could be shown to interact with the e-mails each month, it could be suggested that a dealership could exclusively send e-mail promotions.

RESULTS...

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E-mail Marketing: Replacement Strategy or Niche Solution?

By Chuck Patton

Owner/CEO

Toy cars on map

Tapping into technological strategies has become an essential part of standard marketing models that provide dependable means of income. Creating a new technology strategy requires research and a mastery of terms that can seem like a foreign language. Moreover, what works for sales does not always work for service because the two departments are fundamentally separate business models. Success in evaluating the most effective technology for your service department will be more of a journey than a destination.
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Product: E-mail Marketing

Toy cars in jar

While e-mail marketing is not recommended as a total replacement strategy for more traditional forms of marketing, it is a very cost-beneficial way to reach the computer-savvy audience in a timely and dynamic environment. It can be one of the most effective ways of combining standard business practices with technological advances in order to maximize the return on your investment.
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December 2009

Featured Designs

The strategy behind your marketing message comes to life with the design. Whether it's a four-color seasonal mailer with targeted coupons or a postcard announcing an Open House, the look and feel of a design really gets you noticed. Creative promotions include consistent branding and the ability to highlight dealership amenities. Keeping your name in front of customers while promoting your dealership's value and convenience means increased response rates, customer frequency and revenue.

Don't Be Left in the Cold

Showcase your hot service deals with this winter mailer. This is a great opportunity to encourage your customers to maintain their vehicles in inclement weather.

Winter Chill

Perfect for current or lost customers, this postcard promotes preventative maintenance. When the chill of winter hits, your customers can be confident with properly serviced vehicles.

Win Big Football

The scoreboard reads “Savings!” for your customers with this fun football mailer. Get this one into your customers' hands before the Super Bowl for a timely vehicle service reminder.