INTERVIEW WITH AUDREY HEISER
Renault Retails Group E-commerce Manager
EMAILBIDDING
Audrey, why did you choose email marketing? What was the context and what were your needs?
AUDREY HEISER
Email marketing is a very profitable way to collect leads which enables a significant increase on our reach. In order to complement our traffic acquisition and lead generation mechanisms, and for a best control of our RoI, we’ve decided to adopt Emailbidding, a new technology that we were excited to test.
EMAILBIDDING
What were the criteria behind your choice for Emailbidding?
AUDREY HEISER
Emaibidding is the only RTB marketplace for email marketing which integrates an intelligent algorithm and uses premium opt-in databases of millions of email addresses. Thanks to Emailbidding, we’ve managed to define advanced targeting criteria (age, gender, location, etc) and to generate marketing pressure to this audience. Additionally, publishers are chosen carefully which, in my opinion, ensures that the email marketing process is completely legal and reliable.
The use of the Emailbidding backoffice tool is very intuitive and simple. In a bunch of clicks, the campaign is completely parameterized (targeting, bid, design, suppression lists). Without using our internal resources, we were in contact with an account manager which managed the campaign from the beginning to the end and sent us reports regarding the campaign performance.
“RESULTS SPEAK BY THEMSELVES: A DELIVERY RATE OF +80% AND A CTR OF +10%”
EMAILBIDDING
What was the implemented mechanism?
AUDREY HEISER
We’ve segmented according to our areas of influence and integrated a suppression list in order to avoid sending emails to our current clients. The optimization of the campaign was performed according to the results that we were obtaining. The email then sent to a landing page specifically created for the campaign and advertised the 49-month EasyPack lease product (without initial payment and takeback and with 4 years of maintenance, warranty and assistance included).
EMAILBIDDING
How was the performance?
AUDREY HEISER
The campaign had a good performance with a delivery rate of +80% and a CTR of +10% and a medium CPC according to our goals. Long story short: the results were better than the average in this sector, publishers were satisfied for advertising our offer and for having monetized their databases and there were a traffic increase and new leads on our points of sales.
EMAILBIDDING
What are your challenges and goals for the future?
AUDREY HEISER
We are going to renew our partnership with Emailbidding and we are going to launch a new campaign in the next few days in order to increase sales of the new Clio.