Gallery autotrader

Auto Trader

interview with
Matt Dyson
eCRM, Auto Trader UK

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Background
Auto Trader UK was founded in 1977 as a trade magazine to help consumers buy and sell anything from cars to caravans. The company has been built upon bringing buyers and sellers together and remains firmly committed to delivering market leading, high quality services to consumers, retailers and manufacturers. Every month, over 11.5 million unique Auto Trader UK users carry out over 140 million searches of more than 400,000 new and used vehicles across mobile, tablet and desktop devices.

Challenge
Auto Trader UK wanted to create unrivaled experiences in email that generate trust and increase engagement rates too. They partnered with Movable Ink to keep email content live and fresh so that recipients who open their messages always see relevant content, in real time. Matt Dyson at Auto Trader UK shares why he selected Movable Ink and what his future plans are for agile email marketing.

Maximizing Results
We recently had a heated debate about which phrases and images would work better in an email campaign. agileEMAIL’s creative optimization feature lets us A/B test them and determine a winner, mid-send, increasing our newsletter click-throughs and up-sells. The findings also helped influence what we sent next time. Movable Ink resolved our debates on what creative to use based on data, not a hunch, and is fundamental to our email strategy

Improved Engagement
We had an idea to geo-locate where our subscriber was, and then serve them relevant driving tips in each newsletter they received based on their current weather conditions. Our editorial team came up with driving tips for different conditions, so that if it was raining outside, our reader received 3 tips for safe driving in the rain. From idea to execution, it took Movable Ink and our email agency Chalk & Pixel just four days to launch it to over 300,000 people, ultimately increasing our click-through rate by 93% on the campaign.

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