Franchisee Finds a Valuable Lift From Email Prospecting

Background 

A franchisee owner of multiple Meineke centers needed a quick turnaround solution for increasing car counts to offset a drop in Paid Search traffic conversions. With the 6×11 postcard mailer program’s 3-week lead time being too long for this particular problem, another bottom-funnel customer journey tactic was needed.

Solution

UpSwell Marketing deployed a Prospecting Email campaign hitting potential customers’ inboxes within five days of the campaign approval. The emails were geographically zoned around each center’s location and demographically targeted to middle-income and higher homeowners with model year vehicles between 2000 and 2020. 

The prospecting email creative incorporated links for online booking, four offers, and a financing option. The campaign performed so well, that the Franchisee has now added a monthly Prospecting Email campaign to their advertising mix.