Driving Leads Through Third-Party Email Campaigns

Background

DriveTime recognized an opportunity to expand its reach by leveraging third-party platforms like CarGurus. Customers browsing these sites were encountering limitations—CarGurus users were being declined during pre-qualification.

These gaps presented a chance to establish DriveTime’s presence within these ecosystems, reinforcing brand awareness and driving incremental leads and sales among subprime customers.

Strategic Approach

To address these challenges, DriveTime implemented distinct email strategies for CarGurus, ensuring messaging resonated with each audience while optimizing engagement:

Results

While full results are pending campaign completion, anticipated outcomes include:

• CarGurus Email Campaign:

  • Increased awareness among deep subprime customers.

  • Higher engagement with DriveTime’s pre-qualification process.

  • Growth in lead-to-sale conversions.

• Detroit Trading Campaign:

  • Higher CTR and lead volume.

  • Improved session-to-lead and lead-to-sale conversion rates.

  • Greater brand visibility through marketplace and advertorial placements.