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Email Marketing Continues to Generate Over 10x ROI for Cobalt Customers
Tuesday, May 20, 2008
Email marketing proves to be a necessary tool in tough market
SEATTLE, May 20 /PRNewswire/ -- Email marketing proves to be a
necessary tool for customer retention and increased ROI in the current market.
According to eMarketer, email marketing ranks number one for customer
retention and delivers the highest ROI of any marketing tactic.
With car sales slowing and the cost of attracting new customers climbing,
marketing to your existing customer base is a sound -- and low cost --
investment to make. In fact, a Jupiter Research study found that targeted
email marketing campaigns can generate nine times more revenue than broadcast
mailings.
Cobalt has carefully tracked the ROI its customers see with its owner
marketing service, OnStation, and the results demonstrate that email marketing
is a solid investment for any dealer.
Over the past nine months, 90% of OnStation customers have experienced an
ROI of 10x or better. On average OnStation dealers have seen an ROI of 40x
each month. Email marketing offers a solution that is targeted, easy to
implement and low-cost. In fact, for every valid email address in a dealer's
database they profit $13.11 each month.
Peter Torres, Internet Director of Coral Springs Automall in Florida has
found that success with Cobalt's owner marketing solution, OnStation, is
three-fold: outstanding ROI, hassle-free integrated campaigns that leverage
national special offers and an ongoing partnership with their Advocate that
provides Torres with consistent, reliable, hands-on support.
"The ROI is phenomenal. The cost of using OnStation is trivial compared
with the returns we see. Through OnStation we collected email addresses for
customers that had not been in to our dealerships in over a year -- and now we
get tens of thousands of dollars a month in service work from these customers
-- customers we never would have gotten on our own."
It is important to maintain a relationship with your current customers
through service appoints not only for the service revenue, but also for the
opportunity to sell them their next vehicle. According to Automotive News, 86%
of owners that regularly service their vehicles at a particular dealership
will buy from that dealership again.
"One of the great benefits of OnStation is that they have campaigns ready
that integrate with the OEM national special offers. Cobalt does the research;
they know what specials are coming up. Our Advocate sends me a few campaigns
at a time that fit our needs; I just review and decide what campaigns to move
forward with. We don't need to do the leg work, they do it for us."
Simply put, "They make it easier for the dealer to make money," says
Torres.
About Cobalt
Cobalt is North America's leading provider of automotive marketing
services. For over thirteen years, Cobalt's exclusive mission has been to help
automobile dealers and manufacturers increase their retailing effectiveness
and profits. Cobalt provides marketing services to over forty percent of the
automotive dealerships in the United States, as well as automotive dealers in
Canada and Mexico. Cobalt is endorsed by two-thirds of the world's major
automotive manufacturers.
Media Contact:
Amy Hatch
Marketing Manager
206-579-7243
ahatch@cobalt.com
SOURCE Cobalt Group
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