Virginia Car Dealer Achieves $34 CPA using Direct Mail Retargeting
Challenge
A Virginia auto dealership partnered with LeadPost to drive more in-store visitors. They were eager to try new strategies to retarget shoppers who viewed their vehicles online. The company allocated a small budget to incentivize online shoppers with relevant offers – right in their physical mailboxes.
Solution
When anonymous online shoppers looked at vehicles on the dealership’s website, LeadPost was able to identify approximately 30% of these visitors. LeadPost automatically triggered a direct mail piece to interested shoppers with an offer for the exact car they were browsing.
Implementation
During a 30-day test campaign, LeadPost retargeted 262 anonymous online vehicle shoppers with 4×6 postcards.
Results
The campaign yielded 7 car sales, 4 of which exactly matched the vehicle in the postcard creative.
And the dealership was able to achieve these results with minimal advertising. The campaign achieved a CPA of just $34 per vehicle sold.
How to Implement This Approach
If you’d like to learn more about website visitor identification and direct mail retargeting, check out our free online resources.