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 2018. 

The program deployed twice over a seven-day period to each recipient. Each center’s prospecting email provided the consumer with a link to location specific special offers and scheduling pages. 60% of the total revenue was generated by the first deployment and 38% of the revenue stemming from the second deployment, with only 2% of the revenue coming from recipients who opened both deployments. Adding a second deployment almost exclusively reached an audience that did not interact with the campaign’s first email.

 

The Results

%

Email Viewed Rate

%

Email Click-Through Rate

%

Email Click-To-View Rate

AROs Not Receiving Campaign Tactics

Average ARO Per Vehicle Serviced

Total Revenue Generated

18 to 1

Return-On-Ad-Spend

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*This offer is for customers who have not previously used UpSwell’s digital marketing services for PPC Search or Social Media Ads. The Digital Splash promotion requires a minimum 3-month commitment to either social media ads or pay-per-click, and a media spend of at least $1,000 per channel. A one-time new customer set up fee of $150 will be charged upon signature of the contract. Contact UpSwell Marketing for details.