6x the leads the website produced, a 44% email open rate and a 36% Walk-Through Rate™ on almost 900 automated emails.
The challenge
The fastest growing dealership in the region was stuck choosing between lead volume and lead quality.
The first gap was low-volume, high-quality leads. The website produced fewer than 100 emails per month on average.
A second challenge was high-volume, low-quality leads. Chevrolet's list was long but poorly targeted. It drove few sales or visits despite extensive communications.
The solution
Create the data foundation: every showroom visitor becomes a lead. Adentro (formerly Zenreach) Guest WiFi asked visitors for an email in exchange for free access. Customers who had hesitated to share contact information now gave it. These leads came from people physically on the lot.
Recognize: visits tied to devices. Customer Data tied each email to a device. Adentro could then tell whenever that person walked back into the dealership.
Activate and measure: automated emails, verified returns. Email Marketing sent almost 900 automated emails. Walk-Through Rate™ matched recipients to return visits within seven days.
Why the combination mattered
Guest WiFi identified connecting showroom visitors, Customer Data associated a contact with future visits, Email Marketing sent follow-up messages, and Walk-Through Rate™ measured returns in the following week. These are qualified presence-linked leads, not recorded vehicle purchases.
The results
- 6x the leads previously collected through the website
- 44% email open rate
- 36% Walk-Through Rate™: more than 1/3 of recipients returned within seven days
- ~900 automated emails sent, with higher open and click-through rates than prior ExactTarget sends