Ford Division / Wunderman Team Detroit and Email Marketing Sales Rebate Program


ICS Product/Service Area:  Email Marketing, List Strategy, Data Cleansing, Analytics
 
The Challenge
Ford WundermanFord Divisions’ advertising agency, Wunderman Team Detroit, required support to launch an email marketing program featuring a $750 rebate to incentivize increased Ford sales. Specifically, Wunderman needed to connect with consumers who were actively in-market as well as procure technical support in developing and deploying a large scale email marketing campaign.
 
The Solution
Through ICS’s relationship with Autobytel.com* and CarsDirect.com*, we provide the freshest, in-market shopper leads to Wunderman on a bi-weekly basis.
 
ICS performs data cleansing activities to ensure a quality email list. We also conduct customer suppressions according to opt-outs, de-duplication, etc.
 
After each blast, ICS conducts email analytics such as open-rates, click-through rates, etc. while Wunderman conducts sales analytics such as certificate redemption rates and ROI.
 
The Results
At the time of this case study publication, ICS and Wunderman had successfully operated this program for over 2.5 years. The program is expanding into the Lincoln and Mercury brands as well. While Wunderman and Ford Division are impressed with the email program’s results, ICS continues to provide ongoing, strategic insight to improve campaign results.
 
* Autobytel.com and CarsDirect.com are both sources within ICS’s AutoNetsm, the most comprehensive collection of all things automotive. 100 million-plus, self-reported records. 250,000-plus new shoppers are added each month. All opt-in. All Shelby compliant. Postal and Email options. Reach auto consumers who…
  • are currently 'in-market'
  • own a specific make and model of vehicle
  • have above average household incomes
  • have been shopping competitive brands
  • drive a high mileage vehicle
  • need accessories and aftermarket products
  • shop for finance and insurance deals