Case Nissan

Email marketing for car dealerships: Case Nissan

Email marketing for car dealerships: Case Nissan

Ramadan is a highly competitive time for businesses in the Middle East. The cluttered media landscape represents a big challenge to reach the target audience and stand out from competition with traditional marketing channels.

However, email marketing can be an effective solution. Arabian Automobiles Company – the official distributor of Nissan – successfully seized the Ramadan opportunity using LianaMailer as their email marketing tool.

Read how just two email campaigns helped Nissan generate more than 1700 leads which resulted in 7 sold cars.

The big player in the automotive sector

The big player in the automotive sector

AW Rostamani Group operates a portfolio of 12 companies of multinational brands in seven diverse sectors. Arabian Automobiles is the flagship company of AW Rostamani in the automotive sector.

Arabian Automobiles is the sole distributor of Nissan Cars and Genuine Nissan Parts in Dubai and the Northern Emirates.

Solving the marketers’ dilemma

Solving the marketers’ dilemma Tomi Saikkonen One of the greatest advantages of LianaMailer is its smooth segmenting features and comprehensive ROI measurement. Tomi Saikkonen Vice President, Liana Technologies, Middle East

One of the challenges that the Nissan marketing team faced was combining the data from different channels and utilizing it to its full potential. Here’s where LianaMailer came into play.

LianaMailer was used to segment the data that Nissan collects from multiple various channels, such as newsletters, social media, showroom visitors, CRM entries, and others.

This way, the car dealer could easily keep track of their customer data and utilize it to its full potential.

Targeted email marketing in the automotive industry

Targeted email marketing in the automotive industry

As a result, Nissan created the segment of prospects exhibiting low engagement in the last six months. The idea was to send a highly relevant message to this segment to drive their interest.

Thus, Nissan sent two emails promoting their special Ramadan offers to these prospects.

"With targeted email campaigns, we increased the number of customers who visit the Nissan Showroom with a higher purchase intent." – AAC Marketing Team

Results of the targeted email campaigns

Results of the targeted email campaigns

The two campaigns created a huge rush among qualified prospects:

  • 1700 subscribers submitted their interest
  • 88 people walked into the Nissan Showroom
  • 69 car proposals were sent
  • 7 cars were sold
See Nissan Ramadan Newsletter

What our customers think

Definitely the best outcomes have resulted from carefully targeted newsletters where we have been able to address the consumers with interesting, exclusive content. We are especially happy with the fact that LianaMailer is an evolving system that brings new product innovations within our reach.
Aki Kaukola Brand Manager, Mazda, Inchcape Motors Finland
We use LianaMailer for member communications and for marketing various events. The customer really matters for Liana Technologies, which shows as friendly, quick and professional service. The real time online chat has been an irreplaceable help in urgent situations. I warmly recommend LianaMailer for everyone!
Stiina Laaksonen Publicist, MTL - The Finnish Association of Marketing Communication Agencies