One of Australia’s largest multi-franchise car dealerships, Col Crawford Motors brings together 8 international marques – Holden, Honda, Nissan, Hyundai, Suzuki, KIA, Renault and BMW – at their Brookvale and North Narrabeen showrooms.
As a third-generation family business that has serviced the Northern Beaches for almost 50 years, Col Crawford takes great pride in providing superior and efficient automotive services at competitive prices whilst also maintaining their reputation for customer service excellence.
The Brief / Objectives
Col Crawford had a number of key messages to communicate and were keen to maximise the impact of their email, website and social media channels in promoting their latest offers, new models and customer service reputation. They also recognised the importance of engaging their entire staff in building their brand.
The first step in achieving these aims was to set up Rocketseed email signatures for every employee. Centrally controlled yet specific to each car brand and their various departments, all the signatures featured links to drive the all-important click-throughs to the dealerships’ website and Facebook pages.
Secondly, to drive further direct response and web and social traffic, a series of eye-catching, interactive email banners were run on rotation, specifically designed for individual departments and featuring key promotional messages and clickable ‘calls to action’ whilst adhering strictly to the brand identity requirements of the 8 manufacturer marques.
With the dealerships sending over 72,000 emails per month, outbound email banners made perfect business sense.
In fact, Col Crawford believed so strongly in this method of marketing, that they positioned the Rocketseed Email Media banners at the top of each email for a higher cut-through, achieving an overall engagement rate of 11.2% across all senders over a 6-month period.
Sharing messages with their existing client base in this way not only substantially increased qualified traffic to their website to view relevant offers and promotions but also delivered an exceptional value-for-money campaign.
“We found the Rocketseed system easy to set-up, maintain and update as required. The feedback from staff and customers has been positive and we see it as another forum to get our numerous messages across. I would recommend other businesses take advantage of the power of email marketing”.
Cathy Neich, Marketing & CRM Manager, Col Crawford Pty Ltd