The Challenge:
This automotive brand wanted to know how they should target prospects for a new car release.
Objectives and Approach:
Starcount’s customer segmentation was used to identify what was important and relevant to each segment group when purchasing a car, i.e. finance offers, interest rates, and part exchange.
As well as identifying what is important and relevant to each segment group, we also proposed the key individual car features that would be relevant for each customer i.e. boot space, and engine size. In total 120 different creative email versions were created that varied based on customer interest and mindset profile.
Results:
This resulted in a 168% increase in brochure requests compared to untargeted control
group. These brochure requests led to test drives.
