Case Study: Bluecycle.com
Bluecycle.com – Email Marketing: – the way to drive online auctions!
Since the end of 2006, Bluecycle.com has been using email marketing from Intellegentia. bluecycle are the leading online marketplace for auto salvage in the UK and recently won the E-Business category at the British Insurance Awards. They sell approximately 1,500 vehicles a week on their auction website to salvage buyers.
Market Making Manager, Vibha Sridhar, explains how Intellegentia’s email tool works for bluecycle:
“The ‘dynamic content’ functionality of Intellegentia’s e-marketing application enables us to send precisely what each customer or prospect is interested in and avoids us sending lengthy irrelevant information to everyone. We create one single email with all our available cars but each person only receives information that matches their preference profile. Not only this, the software permits segmentation of these profiles, meaning that we can proactively monitor the outcome of an email campaign across different customer profiles.
We can see instantly who has opened the email, who has clicked through to the auction site and most importantly, who has made a bid or a purchase… very powerful information for us.
Bluecycle.com has seen some great results over the past couple of months – of those who read our emails 29% click through to our auction site (well above average), re-activated 10% of lapsed customers and we have experienced 11% growth in over same time last year.”
“Bluecycle.com uses email marketing to drive customers and prospects to the auction site and our results have shown that people do read the email and click through for more information. This has resulted in a lot of new business for us, showing that our targeted communications really do work!”
Vibha Sridhar, Market Making Manager