Auto Email Acquisition Driven by Economic Insights

This case study outlines the collaboration between a major auto brand and Equifax to enhance email acquisition campaigns through targeted data. The objective was to improve email marketing ROI by utilizing new targeting data. Equifax developed targeted email audiences by combining auto in-market indicators with proprietary IXI household financial and economic capacity data. The targeted email campaign resulted in incremental vehicle sales and exceeded the key performance indicator (KPI) goal by up to 74%. The case study details various strategies, including the use of Economic Cohorts and CreditStyles Pro, which helped identify segments with a high capacity to spend. Additionally, it discusses the importance of onboarding segments for expanded reach in digital retargeting efforts. The results demonstrated a significant increase in sales, achieving up to 47% in incremental sales, thereby validating the effectiveness of the targeted approach in driving new vehicle sales.