Over 1,400 contacts collected in just over 30 days. Top email blasts reached a 41% Drive-Through Rate.
The challenge
The group needed more contacts to grow its unlimited wash program, a key revenue driver.
The first gap was quick visits. Express visits last under 5 minutes, with no waiting area.
A second challenge was skepticism about WiFi. The Marketing Director expected full-service guests to connect but doubted express guests would.
The solution
Create the data foundation: WiFi built for outdoor lots. The group's Adentro (formerly Zenreach) Account Manager installed outdoor access points at each location. WiFi decals went on support beams, vacuums, office windows and brochure holders. Express properties became the top collectors, averaging over 16 emails per day per property.
Segment and activate: emails timed to visit count. Customer Data tracked each guest's visits. Email Marketing sent automations after the first, second and third visits, promoting the unlimited program. Other emails marketed added services and asked for feedback.
Read the outcome: drive-throughs, not opens. Walk-Through Rate™, branded here as the Drive-Through Rate (DTR), matched recipients to return visits. The Marketing Director could see which messages brought the most traffic.
Why the combination mattered
Outdoor Guest WiFi access points and signage created the collection opportunity; Customer Data maintained visit count; Email Marketing timed membership offers to the first, second and third visit; and Walk-Through Rate™ measured return visits under a Drive-Through Rate label.
The results
- 1,400+ contacts collected in just over 30 days
- 45 new contacts per week
- Over 16 emails per day per express property
- 41% Drive-Through Rate on top blasts
- Database more than doubled in the first 30 days
- Reported uptick in unlimited memberships and gift card sales