Transamerican Auto Parts Tripled its Email Click-Thru Rates and Generated 100% ROI.
Transamerican Auto Parts is the oldest and largest online parts provider and is the parent company of three separate online retail companies: Performance Products, 4 Wheel Parts, and 4 Wheel Drive.
Challenges:
- Broad and diverse customer base made it difficult to ensure widespread appeal of specials and promotions.
- Previous email marketing tool did not offer an easy-to-use, effective method for segmenting large customer base (nearly one million contacts).
Solution:
- Target customers using advanced segmentation that addressed Transamerican Auto Parts’ individual needs and marketing goals.
- Manage large customer lists – nearly one million combined – across multiple email marketing campaigns.
- Increase value proposition by improving capabilities while saving money.
- Use advanced tracking to see the results of email campaigns in real-time and measure interest in specific topics by click-thru and conversion rates.
Results:
- Dramatic increase in overall open and click-thru rates and three times higher increase in Jeepspecific open and click-thru rates.
- Ability to optimize message content by determining exactly what customers are clicking on and responding to.
- Transamerican Auto Parts estimates a 100 percent ROI.
“A big factor for choosing Bronto was the flexibility they allow when creating segments,” said Chris Casarez, Internet marketing specialist at Performance Products, a division of Transamerican Auto Parts. “The ability to combine ‘and’ as well as ‘and/or’ statements within the same segment enables us to really drill down into data, directly resulting in increased response rates.”
“Our Account Manager keeps us in line with what works and what doesn’t. We have healthy debates about what to try, and we know her advice is always based on real world and client experience.”
Dan Lucas
Marketing Manager,
North Carolina State University
