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Email Marketing Case Study
Meade Automotive Group
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© 2006, Email Experience Council, LLC all rights reserved
Meade Auto Case Study ©2006, EROI, inc. page 1
Section 1: Background
Client Profile Meade Automotive Group has a more than 30-year, heritage of satisfying customers in the metropolitan Detroit Area. Since 1971, they have enjoyed representing DaimlerChrysler's Dodge division, consistently ranking among the top 100 United States Dodge dealers in sales. In 1989, Meade Auto was awarded the luxury upstart franchise of Toyota Motor Sales - Lexus. It didn't take long for Meade to set a new benchmark for quality in sales and service in Metro Detroit. The Lexus division was so happy with its relationship with Meade Automotive Group that in 1997 they awarded them with a 'Customer Convenience Outlet' in Southfield, Michigan. Today, Meade Lexus of Southfield has the greatest retail sales volume in the Midwest. Meade Auto attributes this success to it's motto of "treating every customer as if they were a guest in their own home. "
Project Background Email marketing was an unexplored avenue for Meade Auto and they were open to its potential as a tool to help create awareness and sell cars. To this end, Meade approached eROI for help in implementing email marketing for their Lexus dealerships. Meade's goal was to promote the Service Department as the only place to have a Lexus serviced.
With their luxurious waiting areas - complete with leather sofas, flat screen televisions, and a complete espresso bar - Meade was already walking the walk. They now sought eROI's advice on how to talk the talk through an email broadcast targeted to past customers. Not knowing what to expect, the service manager said he would "do cartwheels through the show room" if the campaign brought anyone through the door. In the end, the results defied all expectation.
Meade Auto Case Study ©2006, EROI, inc. page 2
Strategy
Step 1 - Defining the Goal Meade worked with eROI to define their goal for this email campaign. Qualitatively, Meade wanted to have a sophisticated brand presence reaching the inbox of past customers. Quantitatively, Meade really didn't know what to expect. Instead, they relied on benchmarks set by eROI that were based on the average results of similar campaigns. Meade wanted to use their goals to firmly plant a stake in the ground by which to measure actual results for reads, clicks, conversions, sales, and ultimately the overall ROI of the project.
Meade's Email Campaign Goals: GoalTotal Subscribers 3390Read % 848 (25%)Click % 170 (5%)Number of Conversions 34 (1%)Sales $20,000ROI 300%
Step 2 - Creating an Audience Finding a targeted audience is crucial to the success rate of any email campaign. The higher in quality the leads are, the more likely a sale will result from marketing to them. With this in mind, eROI and Meade wanted to find a way to reach the most qualified audience. It was determined that the recipients of this email would be those with whom a clear business relationship had been created in the past. These would be people who had at one time or another bought, or had at least shown interest in, a Lexus and that were familiar with the Meade name.
Meade Auto Case Study ©2006, EROI, inc. page 3
The challenge was to find these email addresses within several different computer systems that Meade Auto uses to store customer data. The eROI team worked with the Meade staff to comb the through their customer management platforms, management software and online subscription database. In the end, eROI gathered 3,390 email address of quality prospects. Now all that was left was crafting the right message.
Step 3 - Creative With the importance of consistency in mind, the email template that eROI and Meade came up with was designed with the classy and sleek look and feel of the Lexus brand. The imagery highlighted the amenities of th... [download for more]
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