Digital | E-mail. Automotive case study. Campaign for retail network increases digital lead generation by 100% - Nissan Motors (GB) Case Study

 

The Challenge

 

To increase the e-mail response rates for Nissan's 200 strong retail dealer network promoting a 'test drive weekend'. One key challenge was to source and segment e-mail list data to deliver relevant offers/car models within a 45 minute drivetime of each dealership.

 

The Insight

 

"The Adventure starts here" from Nissan was widely advertised for 4x4s and well researched as a motivating line to stimulate interest and desire. E-mails are used to try to turn that desire into action, but few retailers use personal e-mail invitations to encourage the consumer to visit their retail outlet and turn that desire into action, even fewer help the customers to find the nearest retailer as part of the email.

 

The Solution

 

We designed the e-mail to compliment Nissan's ongoing national advertising and used a 'personal invitation' subject line to increase open rates.

The links within the e-mail directed users to a series of custom built personalised dealer landing pages containing more detailed information and offers on each vehicle. Strong calls to action throughout prompted users to Request a Test Drive, Order a Brochure or Request a Call Back from the dealer for more information.

All user activity was comprehensively tracked and the leads delivered direct to the dealer network and stored in a secure database.

 

The Results

 

Open rates increased by over 9% and the new creative out performed previous lead generation by over 100%