• CRM Buyer, Tuesday, February 14, 2006 11:30 AM

After a successful test of an e-mail marketing effort, automaker Land Rover will launch a full-scale tactical e-mail push this year as part of an integrated consumer relationship marketing campaign. "We've decided that 2006 will see a significant ramp-up of this activity," said Serge Sergiou, Land Rover's CRM and Internet manager. "We found that follow-up e-mails, in particular, generated a significant positive uplift in response rates and sales where they supported direct marketing campaigns." The company will send a series of e-mails targeting both prospective and existing customers containing content outlining awards, product launches and invitations to test drives in unique locations. "We can now identify and measure the efficacy of a wide range of offers and messages to individual clusters of the target audience," Sergiou said.

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