TIMING
Fall 2012
OVERVIEW
A local Chrysler dealer wanted to reach mothers of children under 16, who were either owners or intenders of minivans, to promote its “Minivan Mania initiative.
OBJECTIVES
– Generate web traffic to create awareness of the 2012 Chrysler Town & Country Touring minivan
– Increase foot traffic to their brick and mortar location
– Identify whether or not email could be a cost effective alternative to traditional direct mail
MOTHERS OF CHILDREN UNDER 16
RESULTS
DigDev Direct deployed 50,000 emails, resulting in an 11.54% open rate and 2.41% click-thru rate. The response measures outperformed standard industry rates multiple times over. DigDev Direct was able to generate a lower cost per new vehicle inquiry via targeted email than other current marketing channels. The successful campaign resulted in the client not only identifying email as a viable tool for new customer acquisition but led to DigDev Direct being chosen to execute Chrysler campaigns for various other car models.
