Real Results: How Did Bristol Toyota Scion Create a Valentine’s Day Email Campaign with a 58% Open Rate?
Everyone knows Valentine’s Day celebrates the ladies. That’s why Bristol Toyota Scion in Bristol, Rhode Island, recently used its points-based service rewards program, to conduct an email campaign centered on Valentine’s Day being “Ladies’ Day.” Colorful, Valentine’s-themed emails were sent to all of their service reward members, with the subject line, “Be Our Valentine – View Your Gift Inside.” The email included an offer: Ladies Receive $15 Off Any Service of $35 or More. The campaign ran on February 10th, with available redemption being from February 10th thru the 18th.
This was the first promotion Bristol Toyota Scion had ever done since adding LoyaltyTrac as its service rewards program for loyal customers; it resulted in a very heartening open rate of 58.33%, far surpassing the Direct Marketing Association’s (DMA) average of 12-14% for opt-in lists.
Other LoyaltyTrac auto dealerships achieved similar results with this Valentine’s Day-themed email campaign. Howdy Honda in Austin, Texas, ran the same campaign and enjoyed an open rate of over 30%. The campaign also resulted in 41 service appointments scheduled and a nice profit too; one week after the email campaign was launched, Howdy Honda was showing an estimated campaign revenue of more than $8,700.
Specially designed email campaigns themed around holidays and events can boost return business throughout the year. It’s key to engage users with content that is informative, easy to digest and adds value.
How have you used non-traditional marketing practices to drive more customers into your business and build loyal relationships with those customers?