Motomatch (Email Marketing)

Email Marketing

Motomatch offers an easy-to-use online platform that securely collates and presents purchase offers from approved dealers to individuals looking to part with their vehicles. Their mission is to save customers valuable time while buying or selling cars by allowing the platform to do the hard work of matching buyers and sellers based on the vehicle.

240%

Improvement in Mailer Click Rate

22.86%

Improvement in Mailer Open Rate

Motomatch (Email Marketing)

Email Marketing

Motomatch offers an easy-to-use online platform that securely collates and presents purchase offers from approved dealers to individuals looking to part with their vehicles. Their mission is to save customers valuable time while buying or selling cars by allowing the platform to do the hard work of matching buyers and sellers based on the vehicle.

240%

Improvement in Mailer Click Rate

22.86%

Improvement in Mailer Open Rate

Brief & Objectives

Motomatch approached Ruby Digital to assist their brand in becoming a market leader in the online car sales (new and used) industry. Very few people were aware of the Motomatch brand and its unique selling points (USP) in this motor vehicle industry.

The main focus for Motomatch was to improve conversions (dealer sign ups and customer vehicle listings) along with increase brand awareness and focus their efforts on vehicle dealerships as this was identified as the most important target audience. We developed an email marketing strategy to help Motomatch reach these business goals.

Challenges

The challenge was that the motor vehicle industry is a competitive market and we wanted to stand out from generic competitor email tactics which can be viewed by consumers as unnecessary spam mail.

With Motomatch we identified a few important audience segments, such as active and non-active consumers and active, non-active and potential dealers in the motor industry. This meant that we would need a specific strategy to focus and cater for each of the audiences in order to ensure the best quality results amongst these segments.

With the main target audience being dealers, the issue that Motomatch was experiencing with this audience was from the fact that they were the most difficult to convert. This is due to the traditional way of viewing buying and selling cars online that many dealerships still face.

Our Solution

We used the latest email trends to create a comprehensive strategy for Motomatch, the main objective for this strategy was to increase the interaction rate, with focus on vehicle dealerships.
We started with our email strategy on May 2020 with the approach to get a landscape for the environment. Initially, this entailed a general approach to assess the response we received from consumers but after a few weeks, we implemented a new intent-focused strategy. This new intent-focused strategy was continuously adapted over time by adjusting messaging tactics to see how the different audiences responded to different mailers, constantly narrowing down to get the best results. An example of this narrowing process was to identify which subject header and pre-text lines achieved the best results with which audience in order to replicate that for future mailers going out.
These continuous mailer optimisations entailed creating more personalised emails which related to specific audience segments’ on their consumer journeys’, such as active, potential and inactive consumers and vehicle dealers. These emails would look very different with more personalised content and call to actions relating to the specific audience. This makes the user feel as though the email applies directly to them and increases the potential interaction rate.
Unique Selling Points (USP’s) were used in the mail copy to focus on these specific audiences which could be in the form of a promotional or educational mailer. HTML content type was used for our mailing strategy which included a combination of text and images which is important for consumers in this industry. The reason for the HTML content type was to ensure that email viewers with slow internet or using outdated devices would still be able to view the text content on every email.

Results

“Since we have been with the Ruby Digital team, we have seen consistent growth in our business. The team created an organic SEO strategy to improve our website’s rankings for vehicle-related keywords, and implemented targeted Google Ad campaigns which were constantly optimized to increase the click-through rate and conversions. On the social media side, our brand awareness and conversions have increased considerably, resulting in more dealer signups and customer vehicle listings. On average, we see about a 480% increase in conversions year on year. The team is knowledgeable, professional, patient and always willing to help. We highly recommend Ruby Digital for your digital marketing!”

The results seen from May 2020-June 2022 for email marketing were:

240.00% Improvement in Mailer Click Rate

22.86% Improvement in Mailer Open Rate

These improvements saw good increases in conversion actions taken on the website