Direct Mail Tuneup Gives Saturn of Greenville Better Lead Mileage
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Via a reporting dashboard, Saturn of Greenville was able to track recipients' engagement with the campaign beyond logins and dealer visits. For example, nearly 5 percent of response was driven by the target audience sharing the offer via social media tools integrated into the personalized landing pages. In particular, Facebook outperformed Twitter, text message and e-mail when it came to both the primary source for sharing as well as number of pass-along prospects visiting the site. Hall noted that for every one Saturn of Greenville offer shared on Facebook, about five new people visited the promotional site.
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- Joe Spadaro
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Hallie Mummert
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