Car shopping website Edmunds.com serves nearly 18 million visitors each month, providing the instant, upfront price for cars and trucks currently for sale at 10,000 dealer franchises across the U.S. In addition to dealer inventory, Edmunds.com offers vehicle reviews, shopping tips, photos, videos and feature stories on both the company’s wired site and its mobile apps.
Though Edmunds.com had been an active email marketer for years, could integrating video and mobile-specific content coupled with real-time, dynamic personalization improve email performance? In fact, Edmunds.com saw an 8X return on investment.
Here’s how they did it…
Diving into their vast collection, using DynamicMail by PowerInbox Edmunds.com was able to easily embed autoplay videos in their emails to provide users with engaging content. DynamicMail also enables Edmunds.com to offer dynamic, scrolling content in email which was optimized according the end user’s click history. To take better advantage of the growth in email reading on mobile devices, DynamicMail provided Edmunds.com with device detection and deep linking whereby an end user opening the email on a mobile device with the Edmunds.com application installed could click through to the relevant page directly inside the app.
DynamicMail exceeded our expectations, since the product increased user engagement and delivered a strong improvement in ROI on both our triggered and ad-hoc emails.” Said John Ken, Director, Customer Retention.
In fact, click through rates increased by over 30% and revenue improved such that the ROI of using DynamicMail was eight times the cost. And in each of the first three months, the improvement in ROI increased over the previous month as the Edmunds.com team learned how to better optimize their email performance using DynamicMail.
“Email is central to how we message and interact with our customers,” continued Ken. “DynmicMail’s capabilities allow us to deliver a sophisticated, personalized user experience beyond just inserting the first name of the recipient. Our email program continues to evolve, and PowerInbox’s DynamicMail will be a part of the journey of getting the right message ot the right person, at the right time and on the right device.”