Case study: Keyfleet utilise automation for conversion of cold data

Case study: Keyfleet utilise automation for conversion of cold data
Marc Mcloughlin is KeyFleet’s managing director. KeyFleet is a full service fleet management company and vehicle leasing brokerage. helping businesses reduce costs, risks and administration through a DIY, part or fully outsourced fleet management solution and provide private individuals and businesses alike with great deals and expert advice for vehicle supply and leasing.

Established in 2007, KeyFleet has grown to become a renowned provider of vehicle-related services for customers ranging from individual members of the public through to large corporations.

But it’s not just our target audiences that differ.

The more transactional leasing side of our business, whilst consultative, is largely price driven. Our B2B and B2C comms are typically sales-led.

we’re handling everything from service and maintenance scheduling to the preparation of fleet usage policies, DVLA licence checks and financing

Our fleet management division, on the other hand, relies greatly on the expertise within our team, as we’re handling everything from service and maintenance scheduling to the preparation of fleet usage policies, DVLA licence checks and financing.

Comms for our consultancy support therefore has to highlight our wide-ranging knowledge and our commitment to adding value. 

Over the years our services have evolved and expanded alongside our reputation and client base, and fast forward to 2017 we’re a 17-strong team with our eyes on further growth.

However, it soon became clear that our legacy approach to marketing was holding us back.

The role of email marketing

We employ a variety of methods to talk to our different customers but email marketing is at the heart.

In fact, we were previously sending tens of thousands of emails a week through MailChimp, but this plug and play technology proved that it wasn’t geared up for marketing operations of our scale.

Despite our comms being completely legitimate we kept encountering issues and the ticketing support system with a US call centre had become hugely frustrating. 

we kept encountering issues and the ticketing support system with a US call centre had become hugely frustrating

Something had to change. But, we thought we already had marketing automation in place. We didn’t really know that things could be any different, and we didn’t want to jump out of the frying pan and into the fire.

Exploring the martech landscape

The first thing which encouraged us in our hunt to move elsewhere was the knowledge that there were UK based alternatives, which seemed to offer more functionality too.

Our research unfolded and when we learned that we could switch without incurring any extra costs, we did, to marketing automation company Force24.

we were able to strip 60,000 emails from our lists

We had 20 datasets to export from our old system.

Following a staggered, sequenced data management process, our 200,000 contacts were cleansed to could remove any dead or unresponsive addresses.

This exercise was more important than we initially realised, as we were able to strip 60,000 emails from our lists meaning we’d then only pay for what we need.  

Where are we now?

We carry out quick, easy, controlled, segmented, relevant and cost-effective email marketing without the headache.

The support and expertise of our market automation company can offer as we optimise our comms and try new things is incredibly useful. We’ve only just built our first customer journey with proactive triggers which tell us when is the right time to take the conversation offline, for example.

From the very first send we generated 86 qualified leads with a 60% open rate of the next-step email. The engagement is unparalleled.

We’re now sending several emails per week, tailored to our segments, and we take on board advice regarding everything from the subject line to the timings.

from the very first send we generated 86 qualified leads

As a result we’ve achieved significantly more opens, clicks, phone calls and enquiries – statistics which a growing business wants to witness.

Savvy automation – and compliance – has been made easy with the platform we’ve procured. However, this is only the beginning.

We’ve not even started to look at lead scoring or landing pages yet. But we’ve quickly realised that Force24 is the only marketing tool we’ll need to do these things. In fact, we can now shelve three other software solutions because we’ve covered all our wider requirements with one platform.

We’ve also recruited a marketing apprentice because we’re ramping up our marketing strategy so much. She has quickly got to grips with automation because the technology has removed the ‘dark art’ of marketing that so many of us have previously been confused by.

We’ve been using email marketing for over a decade – it’s finally paying dividends!

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