Last week we talked about how brands and businesses can avoid being unwelcome visitors (You’ve Got Mail) in their customers’ and prospects’ inboxes. We discussed a recent email marketing campaign we ran for automotive dealers and the incredible returns we saw because we sent the right message to the right audience at the right time.

This week, we want to dive a little deeper into the campaign. Specifically, who we targeted to receive the emails and how that piece proved critical to the success of the campaign.

Auto Dealership Email Participants
AcquireWeb was approached about collaborating on a marketing solution in the auto dealership vertical. The result was a multi-touch marketing solution to reach a defined audience of potentially ‘in-market’ individuals using the email channel. AcquireWeb was brought in to test this concept across 225 car dealers who represented these manufacturers:

  • Chrysler
  • Fiat
  • Ford
  • GM
  • Honda
  • Hyundai
  • Kia
  • Lexus
  • Mazda
  • Mitsubishi
  • Nissan
  • Toyota
  • VW

Audiences Targeted
With so many major auto brands represented, it was critical to target the right audiences with this campaign. We built profiles on a number of key consumer attribute data points including:

  • Service and Warranty Histories
  • Household Income; Purchase Behaviors; Age/Family; Credit Score
  • Proximity to Dealer Locations
  • Demographic & Psychographic Variables

Knowing that data wasn’t enough though. We realized that success required further data analysis and target manipulation. We massage that target around auto sales and service / warranty spending, realizing that those prospects suited to buy cars and extended warranties were ideally suited for the email marketing campaign. Therefore, we looked at:

  • Spending influences by the age and number of vehicles owned
  • Geographic variation analyzing spending for auto sales and service/warranties
  • Sales peaks across household income brackets
  • Sales variations based on age and family attributes (kids in home vs. not)
  • Home value analysis against those more likely to purchase auto and spend for service/warranty based on geographic variables
  • Sales variation by education
  • Spend against married vs. unmarried prospects
  • Spend analysis of military vs. non-military
  • Specific auto manufacturer analysis against all consumer attributes tracked during the study

Having all this data to analyze and manipulate was to the team at AcquireWeb, what a trip to the candy store is for a child. With all our data factors engaged, we ended up targeting only a small fraction% of the total dealer population.  Yet, that slice generated 12.3% of total dealer population revenue.

Essentially, we didn’t waste time casting a broad net over a wide audience, many of whom would be annoyed by our emails. Instead, we cast a targeted message to a highly segmented audience, which resulted in gold. In our next post, we’ll reveal a stunning find revealed by the campaign – that there is an audience ‘sweet spot’ when it comes to email marketing campaigns.

Can’t wait for next week’s post? Download the case study now!

How do you decide whom to send your email messages to? What kinds of audience segmentation techniques do you employ? What questions do you have about audience segmentation?