E-mail and SMS broadcasting enhances car campaign

Mitchell Group has utilised Relaystation's e-mail and SMS broadcasting services in its latest used-car marketing campaign, generating revenues of GBP1m in three days.

The marketing campaign brought together a mix of traditional and digital marketing techniques.

A flyer was initially sent to a database of 14,000 existing customers in late September 2009 inviting them to a special car-sale event at the Mitchell Group's Lexus, Mazda and Skoda dealership.

A few days later, customers were sent a follow-up e-mail and text message using Relaystation's SMS broadcasting services, reminding them of the event and encouraging them to bring family, neighbours and colleagues along.

The Mitchell Group has since integrated Relaystation's e-mail and text broadcasting services into other operations sending service reminders to customers and has seen a 97 per cent reduction in missed service appointments as a result.

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