From batch-and-blast to smart sends: Sunroad’s email makeover

Scalero enhanced Sunroad Auto's email marketing by creating a segmented calendar for new vehicles, used vehicles, and service specials. This approach generated significant traffic and appointments, especially during promotional timeframes, allowing Sunroad to focus more on closing deals and less on generating leads.

Sunroad Auto, a conglomerate of auto dealerships in Southern California and Mexico, faced a significant challenge with inconsistent email marketing practices across its dealerships. While some were not engaging in email marketing, others were relying on ineffective "batch and blast" strategies with minimal segmentation.

Scalero was hired in 2021 to transform Sunroad Auto's email marketing. Scalero built a comprehensive email marketing calendar, focusing on segmented sends for new cars, used cars, and service promotions. Scalero ramped up email volume during high promotional seasons, aiming to generate appointments so salespeople could do what they do best: close sales.

The targeted email campaigns drove tens, and sometimes hundreds, of appointments each, resulting in significant increases in store traffic. The strategy scaled across stores with Scalero designing templates that could effectively perform across the unique brands.

Scalero's strategic approach to email marketing enabled Sunroad Auto to leverage segmented and targeted campaigns effectively, driving traffic and sales appointments that contributed to the overall success of the dealerships.