A 6% sales conversion rate on direct mail
Mercedes main dealers were losing servicing revenue to an increasing number of independent 'specialist' dealers. Dealerships needed to reconnect with lapsed customers and regain their position as the preferred service option for Mercedes owners.
WHAT WE DID
We delivered a direct marketing campaign using innovative personalised print that really stood out. The pack was sent to lapsed and prospective customers, containing a 'cash back' cheque and a covering letter.
The campaign was so successful that we created a twelve week service waiting list within a week of the first mailers going out. The response rate was 18%. The sales conversion rate was 6%.