overview

For a year-end sales event, a multinational OEM wanted to promote multiple vehicles to multiple segments in all US markets, but with varying demographic considerations.

Problem

With new model year vehicles arriving at dealerships across the US, the OEM wanted to reach motivated consumer segments by defining demographic characteristics for the buyer of each current year car model. This automotive email marketing campaign included offers for Veterans, Activity Military, and Civilian shoppers.

Solution

Sourcing audiences from two vendors, Infocore employed a demographic selection methodology for 28 segments, each with unique selects for income, age, presence of children, and marital status. Additionally, Hispanic consumers were identified within each segment to evaluate affinity for the brand.

Results

The Automotive Email Marketing campaign successfully showed lift over the control group:

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  • 516383
     emails sent
  • 13%
     open rate
  • 17%
     click-to-open rate