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Jared Hamilton
From: Jared Hamilton
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Mike Gorun

Mike Gorun Managing Partner/CEO

Exclusive Blog Posts

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The Biggest Mistake Dealers Make When It Comes to Customer Retention

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How did Bristol Toyota Scion create a Valentine’s Day email campaign with a 58% open rate?

 

Everyone knows Valentine’s Day celebrates the ladies. That’s why Bristol Toyota Scion in Bristol RI, recently used LoyaltyTrac, their service rewards program, to conduct an email campaign centered on Valentine’s Day being “Ladies’ Day”. Colorful, Valentine’s-themed emails were sent to all of their service reward members, with the Subject Line: Be Our Valentine - View Your Gift Inside. The email included an offer: Ladies Receive $15 Off Any Service of $35 or More. The campaign ran on 2/10/12, with available redemption being from 2/10-2/18.

 

This was the first LoyaltyTrac promotion Bristol Toyota Scion had ever done to its service reward members and it resulted in a very heartening open rate of 58.33%, far surpassing the Direct Marketing Association’s (DMS) average of 12-14% for opt-in lists.

 

Other LoyaltyTrac auto dealerships have achieved similar results with this Valentine Day-themed email campaign.  Howdy Honda in Austin, Texas, ran the same campaign and enjoyed an open rate of over 30%. The campaign also resulted in 41 service appointments scheduled and a nice profit too: estimated campaign revenue to date of more than $8,700.

Specially designed email campaigns themed around holidays and events can boost return business throughout the year. It's key to engage users with content that is informative, easy to digest and adds value. Good Luck!

Brady Irvine
That's awesome. An old adage is to "enter the conversation that is going on inside their head" which is exactly what you did. Valentines day was top of mind with the prospect so it was easy to engage them there. Congratulations on the great result!
Mike Gorun
We've had a lot of success breaking outside of the mold of traditional marketing, specifically through email and social media marketing. People's in-boxes get so bombarded with emails during the holidays; I know I find it kind of refreshing when I come across an email or other marketing communication that's not just your regular run-of-the-mill ad. So let me ask you... Which do you think would get better results and build better loyalty? An "all of our used cars are on sale just because it's Memorial Day" marketing campaign or a marketing message that celebrates fallen heroes? Is message hidden in your marketing efforts gimmick-based or are you really trying to reach your customers on a different level? I think that we would want customers that come back to us to buy because of their on-going professional relationship with us, not just because we celebrate certain holidays by offering the same huge savings that every other store is offering.
Brady Irvine
I agree that what you do to keep them is more important (and cheaper) than trying to lure in new customers. I would say that for my money I would run a "week before Memorial Day sale". Suggest they take advantage of the early deals and spend the holiday with family and remembering fallen heroes rather than car shopping. That way you cut through the clutter and beat the other guys to the punch.

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