Goals of this campaign:

1. Educate automotive dealers on what digital retailing is

2. Up-sell current website customers on digital retailing product

3. Gain new digital retailing customers

This digital retailing campaign heavily focused on utilizing our email list of prospects and current customers that are not using our digital retailing product. I upload a list of current digital retailing customers to exclude from receiving these communications.

The digital retailing tool (SARA) introduction email was sent first, followed by an informative video email, and a testimonial video email. If a recipient watched a video, downloaded an info sheet, or clicked on a link in the email, they triggered a drip campaign and then received the free digital retailing promo email the following day.

I also created alerts in our email platform that notified the sales team of this interaction and ranked the leads with a lead score. The lead scores were determined by where the prospect was in the sales funnel. A one score showed the sales team that they were ready to demo, a two score informed the team that the prospect downloaded an info sheet on the product, and a 3 informed the team that the prospect was high in the funnel and only watched a video or clicked through the email to the digital retailing page. This information was critical for the sales team to approach each lead with a customized plan to close the deal.