Email Optimization Helps Dealer Stand Out

Bill DeLuca Chrysler Dodge Jeep Ram is an automotive dealership located in Haverhill, MA. Their geographic area is over-saturated with other CDJR dealerships, creating an increasingly competitive market. The dealership has a longstanding relationship and partnership with C-4 Analytics, so they placed their trust in us to improve upon their email marketing channel’s lackluster performance. After a quick analysis, we determined that their email engagement levels could be enhanced by implementing a more comprehensive strategy. Our goal was simple: Examine the code, strategy and performance of their previous email promotions in pursuit of optimization opportunities. Next, we would fine-tune their email marketing tactics to reduce inefficiencies while simplifying the objective for users. Lastly, we would revisit the creative aesthetic and make improvements with increased conversions in mind. After examining Bill DeLuca CDJR’s previous email promotions, we were able to simplify our code, restrict the number of images within it and optimize the objective. We also included additional tracking measures to ensure a clear assessment of the deliverable’s performance. C-4 Analytics made sure to increase brand consistency while experimenting with “lifestyle images” instead of transparent car images, as well. The intent here was to create an emotional connection with the product visually to better connect with the user’s interests. Sessions increased 69% with this email template compared to the previous layout. The conversion rate for leads on the website increased 3.09%, and the overall conversion rate for all tracked goals increased 24%. When comparing October 2019 to October 2020, we saw some exciting results including a 120% increase in users, 152% increase in new users, 10% decrease in the bounce rate, 44% increase in the average session duration, 200% increase in leads and 154% increase in customers visiting their specials page.