Land Rover owners purchase a new vehicle every 2.5 to 5 years, but prior to the launch of this in-market program, the client didn’t have a communication strategy for encouraging existing owners to purchase a new Land Rover.

Our first measure of response was through DM #1’s webkey. The 4.66% usage rate was more than double the anticipated usage of 2% across 40 states.

Results indicated a very engaged audience. For reference, we can compare EM #2 to our 2014 owner e-Newsletter, which featured the same Call To Action. Those past effective rates ranged from 10.86% to 28.46% in 2014, compared to 31.99% for this entry.

Finally, as far as sales are concerned, first wave results have been staggering—$24,240,000 in sales for an investment of less than $60,000.*

*Production and postage costs averaged to $58,172 to reach our first wave (not including emails which were handled by Land Rover’s ESP) resulting in sales of 303 vehicles at an average price of $80,000 (according to Kelly Blue Book.)

Our first measure of response was through DM #1’s webkey. The 4.66% usage rate was more than double the anticipated usage of 2% across 40 states.

Results indicated a very engaged audience. For reference, we can compare EM #2 to our 2014 owner e-Newsletter, which featured the same Call To Action. Those past effective rates ranged from 10.86% to 28.46% in 2014, compared to 31.99% for this entry.

Finally, as far as sales are concerned, first wave results have been staggering—$24,240,000 in sales for an investment of less than $60,000.*

*Production and postage costs averaged to $58,172 to reach our first wave (not including emails which were handled by Land Rover’s ESP) resulting in sales of 303 vehicles at an average price of $80,000 (according to Kelly Blue Book.)