Independent motor dealer JT Hughes chose dotmailer as its email service provider
“Wherever people are… they need to instantly recognise the brand that’s communicating with them,” says Nick Spiteri, Managing Director of Positive Advertising. “That comes from ensuring consistency of the environment and creating a unified approach that works seamlessly across all channels, optimising both visual and text elements to facilitate customer engagement.”
JT Hughes is a family owned motor dealership in Shropshire and Powys. The whole team are very customer-focused, believing in effective customer communication. They recognised that loyalty comes from engagement, which means giving customers reasons to return, whether that’s to the showroom or the website. Therefore the company had a need to keep its content relevant and compelling through the web, email and SMS.
Agency Positive Advertising was looking for a whitelabel email service provider solution to fulfil these needs.
Positive Advertising used email marketing to drive JT Hughes’ outbound communications through each stage in the customer’s buying journey, to keep them informed after they’ve made a purchase.
Positive Advertising looked to integrate email marketing automation throughout the user experience within the JT Hughes website. The agency looked to effectively develop the brand into a content publisher, using newsletters to deliver news and get customer feedback on a whole range of issues such as winter driving, changes in the driving laws, new models and legislation.
Positive Advertising and JT Hughes engaged dotmailer’s platform, as well as its managed services, to build and send its email marketing communications.
The email process is integrated throughout the JT Hughes website engine and uses triggered and sequenced messaging. For example, a visitor requesting a new car brochure is asked for an email and address details, which then triggers a series of personalised mails sent by dotmailer.
Positive Advertising also used dotmailer to communicate with customers post-purchase, providing product information. In addition, JT Hughes uses dotmailer to personalise and deliver its quarterly customer newsletter. Each article is linked to the website and forum, so customers can take part in discussions with other customers and JT Hughes’ staff.
A key benefit of dotmailer is that it built an API that links it directly to JT Hughes’ CRM system. This means that any customer updates, such as new entries, changes of address, service reminders, car and accessory purchases are kept up to date, regardless of the system in which the data is changed.
dotmailer’s managed service worked with the copy and images supplied by Positive Advertising, to carry out the ‘heavy lifting’ work of design and send outs.
The integration has provided JT Hughes and Positive advertising a single view of the customer, regardless of where their information has been appended. The agency used the platform to build the company’s subscriber list from 100 email addresses to over 12,000.
“Because dotmailer fully automates the early stages of the online customer engagement process, we overcome the problem of sales people having to chase up leads that may not be valid, and tend to get overtaken by other priorities,” says Nick Spiteri. “By the time the website visit converts into a lead, the customer is already disposed towards making a purchase, so the sales people are freed up to focus on doing quality business.”