case study / Automotive
Stirista Wins Head-to-Head with 440% More Vehicle Sales
An industry-leading agency partnered with Stirista to execute high-performing acquisition email campaigns for their client, a major automotive brand. With multiple campaigns launched each month, the agency relied on Stirista for active email addresses and audience targeting, a best-in-class acquisition email technology infrastructure, suppression management, and performance tracking to drive measurable results for the auto company.
Objective
The agency needed a reliable partner to manage the OEM’s email marketing campaigns with the goals of enhancing customer engagement, attributing email activity to used and new vehicle sales, and ultimately driving incremental revenue.
It’s our client’s best practice to test partners from time to time, so one of Stirista’s frequent competitors was tasked with the exact same work.
Solutions
Stirista implemented a structured campaign execution process that included:
- Audience Refinement: Implementing data hygiene best-practices, household suppression of existing customers, and establishing holdout groups for lift measurement.
- Custom Data Formatting & Workflow Optimization: Adapting to the brand’s specific file requirements and collaborating with the agency to enhance efficiency.
- Performance Measurement & Reporting: Providing a comprehensive metric report and response file for thorough matchback and attribution insights.
Results
Stirista’s email acquisition capabilities produced a 11x ROAS in new vehicle sales for the auto manufacturer. Additionally, when comparing Stirista campaign performance versus our competitor’s, two things stood out:
- In head-to-head “vanity metrics,” our competitor boasted an average open rate nearly 15 points higher than Stirista.
- However, when comparing real vehicle sales tied to our email campaign activity, Stirista exceeded expectations where it mattered most, driving 440% more incremental new vehicle purchases than our competitor.
Our targeted email campaigns not only generated more auto purchases, but also increased consumer spending per purchase, maximizing ROI.
The competitor comparison additionally reinforced that once tried-and-true metrics like open rates are no longer a reliable indicator of business results.
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