Jim McNatt Toyota Honda is an experienced email marketer. They had been successfully communicating with their email database of over 20,000 subscribers for several years. However, like many dealers, they were looking for a way to jumpstart consumer engagement and take the customer interactions to a new level.
The auto group had recently made an innovative change to their website, moving from a standard dealership site to a site built on the Wordpress platform. Wordpress is an open source website/blog platform that is used to power over 25 million sites around the web. Because it is open source, it has a rich developer base and a massive library of plugins to easily extend the functionality of the site. The platform is now being supported by some of the most innovative web companies in the auto industry and the Jim McNatt Auto group saw their traffic jump 40% the first month they switched to the platform.
Wordpress, at its core, is a blog platform which makes adding, editing and getting custom content indexed by Google as simple as can be. One of the features standard in Wordpress is that pages with unique content can be password protected. The marketing team at Jim McNatt saw this as an opportunity to try a something different.
Rather than send a general email, with general links to general public pages, they used their CRM tool to target specific customers and send them a unique offer. In order for the customer to see what the special offer was, they had to use a given password that gave to access to the special pages build just for this private sale. Once inside the private sale pages, there was a welcome video and special deals just for those with the password.
Because of the exclusive nature of the offer and curiosity of being given a password, the average amount of time each user spent on site was up, the bounce rate was down and during the event, traffic to the site was up approximately 266%.
In the future Jim Mcnatt Toyota Honda is going to try similar sales with the fixed operations as well as the vehicle sales departments. Because the Wordpress platform makes creating custom sites so easy (creating a page in Wordpress is about the same degree of difficulty as writing a word document) and they can be password protected at the click of a button, these private web sales become easy to execute as long as your dealership is maintaining accurate email lists to communicate with your customers.