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Best Email Newsletter for Marketing Purposes:
Silver B-to-B
Cars.com Dealer Advantage
Brand/Client Side Team:
Kerri Noeth, Diane Massie, MaryAnn Maksinski, Ken Nesbit, Brian R Hannan
MarketingSherpa Summary - Why They Won:
Here's a newsletter that keeps getting better. It knows its audience
(car dealerships), caters to the information that they need and gives them the
flexibility of at-a-glance or in-depth information. The redesign also improved
readability. We especially liked how much the distribution list has grown and the
newly instituted article rating system.
From Their Nomination Form:
Early in 2007, we structured the articles to provide readers with both the at-a-glance
information and in-depth perspective they want and integrated it with our online
DealerCenter portal so that it remains familiar and readily available. We created a
resource library covering all aspects of retail automotive advertising and sales that
dealers can access, for free, on a 24-7 basis at our dealer-facing website, DealerCenter.
We also solicit dealer opinions on industry issues through periodic polls. The results
provide information we repurpose to develop future content and support public relations
objectives. We've distributed several trade media news releases that have been
well-received and widely published in our target publications - helping us to secure
additional coverage and speaking opportunities at industry events and conferences. Each
month, we distribute DealerADvantage to more than 35,000 customers, prospects and allied
industry professionals. Our distribution list has grown by 52 percent since the
newsletter's launch in February 2006. We record a subscriber open rate of 33 percent and
a subscriber click-through rate of 17 percent-both numbers above industry averages of 30
percent and 8 percent, respectively. We also see strong use of the newsletter's
forward-to-a-colleague feature, and our unsubscribe requests fall below one half of 1
percent, again far less than industry norms. We recently launched a five-point rating
system: Nearly 90 percent of readers ranked the articles in our November 2007 edition,
for example, as "useful" or "very useful."
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