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The most important overall metric his team monitors is cost per lead, Evans says.
In 2009, the team spent $2 million generating nearly 5,000 leads (including the TCD effort). The most important takeaway from that, Evans says, is that 70 percent of those leads came from marketing efforts Dealer.com deployed on its own, rather than through third parties. (For the TCD campaign, Dealer.com did employ other channels beyond e-mail: webinars, YouTube, trade magazine e-newsletters and a social network for auto dealers, drivingsales.com.)
Knowing that 70 percent of the leads came from marketing efforts that cost Dealer.com $1 million and realizing that its prospects and customers have proven receptive to internally generated direct marketing campaigns, Evans says the company will increase its e-mail frequency in 2010.
In 2009, Dealer.com sent 160 marketing and business messages. For each message, the company chose among thousands of potential recipients whose addresses reside within its e-mail database, which is segmented by customers and prospects. And almost all of those messages directed recipients to video.
With results like these, the e-mail-to-video campaigns that introduce TCD's products might even resemble another heavyweight Piven's character mentions: "How much does a polar bear weigh? Enough to break the ice."
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