Friday, September 4, 2009
Mike’s Express Carwash is a chain of 37 carwashes located across Indiana and Ohio. They recently announced that their email marketing program had enabled the company to boost online sales in June by more than 60 percent over June 2008 totals.
Email gives us a way to reward our loyal customers,” said Sally Grant, marketing director of Mike’s Express Carwash. “We’ve also been able to build a great list of highly-engaged customers and send them special offers and discounts to thank them for their loyalty and drive increased sales.”
What I really like about Mike’s is how they invite the customer to become an email subscriber.
Customers are invited to participate in the email campaign when they purchase a car wash. Every receipt includes a unique offer code and provides a link to the survey site (www.talktomikes.com). Customers log on to the Website, enter the unique receipt code and their email address and then complete a two-question survey. Once the survey is submitted, the data is immediately sent to ExactTarget’s Application Program Interface (API) which automatically triggers an email to the customer that includes a bar-coded coupon for a free car wash. To prevent multiple uses of the same coupon, the company uses ExactTarget’s Live Content feature to automatically generate a new bar-code for every coupon. Data from each coupon barcode is automatically uploaded to Mike’s Express’ point of sale system to ensure the code is only recognized once.
Does this email opt-in strategy work? You bet it does!
In August, Mike’s Car Wash ran a “Back To School” campaign that offered customers a free carwash in exchange for completing an online customer satisfaction survey and subscribing to its email marketing program. The 10-day campaign added more than 40,000 new customers to the company’s email subscriber list!
You Can Be Like Mike
Whether it’s implementing Triggered Email Promotions based on POS Customer Data Capture, or using SMS text messaging to capture new email subscribers, marketers like Mike’s Car Wash are proving that email marketing is smart. And successful email marketing begins with a well-planned subscriber acquisition strategy.
If you want to be like Mike, gives us a call. We'll be happy to help.