The challenge
The fastest growing dealership in the region was stuck choosing between lead volume and lead quality.
Its website produced high-quality leads but fewer than 100 emails per month on average.
Chevrolet's email list was long but poorly targeted. It drove few sales or visits despite extensive communications.
The solution
1. Guest WiFi: Turn every showroom visitor into a lead
Adentro (then Zenreach) Guest WiFi asked visitors for an email in exchange for free access. Customers who had hesitated to share contact information now gave it, and the leads came from people physically on the lot.
2. Customer Data: Recognize visitors when they return
Customer Data tied each email to a device, so Adentro could tell when that person walked back into the dealership.
3. Email Marketing: Follow up automatically
Email Marketing sent almost 900 automated emails, with higher open and click-through rates than prior ExactTarget sends.
4. Walk-Through Rate™: Measure returns to the showroom
Walk-Through Rate™ matched email recipients to return visits within seven days.
These are qualified leads linked to showroom presence, not recorded vehicle purchases.
The results
- 6x lead volume, the leads previously collected through the website
- 44% email open rate, on automated follow-up emails
- 36% walk-Through Rate™, of recipients returned within seven days
- ~900 automated emails sent, with higher open and click-through rates than prior ExactTarget sends