Jaguar are one of the world’s premier luxury sports saloon and sports car brands manufactured here in the UK with a strong British heritage.

At the beginning of the 20th Century Jaguar was known for making motorcycle sidecars before developing their passenger cars. MarketingFile have been working with Barretts Jaguar and Land Rover Canterbury for the last few years supplying high quality automotive consumer and fleet prospect data for a range of email and direct mail campaigns.

1

Objective of the project

Barretts Jaguar Canterbury are one of JLR’s specialist Fleet and Business Retailers who offers a bespoke Fleet & Business focus to all within their local, existing and undeveloped SME market. As they target new business audiences using tactical quarterly email campaigns, MarketingFile have been specifically working with Barretts Jaguar Canterbury to help promote Jaguar XF within their local AOI.

2

How we met their needs

When their Business Development Manager, Simon Etheridge, requested business email addresses within a 25 mile radius of selected Kent postcodes our experienced automotive account manager, Lorenzo, used our modelled in-house automotive fleet database from Emailmovers to provide Simon with targeted data counts.

Data Selections

Based on the client’s needs the below data selections were made:

  • Businesses within 25 miles of the provided Kent postcodes
  • Modelled fleet data of 3 or more vehicles
  • Targeting senior decision makers
  • Records with an email address and telephone number
3

Results

Barretts Jaguar Canterbury purchased their prospect data file on a multiple use licence, as they are planning to use the file once every quarter. This particular campaign was based on sending a personalised email together with a follow up call.

Although this is a full year marketing strategy their results for Q1 have been excellent, Simon has also ensured to refresh the data each quarter by removing the bounces and unsubscribes which will increase delivery and open rates. At the time of speaking with Simon he confirmed he had 6 appointments arranged from the Q1 tactical email campaign.