CRM Transformation
ESP migration and data cleanup lifted delivery rate from 80% to 99% and tripled click rates, driving +10% store sales.
Driven Brands
The Client
- Company
- Driven Brands, Inc.
- Website
- drivenbrands.com
- Industry
- Automotive
- Headquarters
- charlotte, united states
- Employees
- 1000-2000
About Driven Brands
Driven Brands, Inc. operates as the largest automotive services company in North America, offering a variety of consumer and commercial automotive services such as collision repair, oil changes, maintenance, and car washes.
The Challenge
As a multi-million dollar enterprise overseeing premier auto-care brands, Driven grappled with a fractured data infrastructure stemming from disparate points of sale and brand franchises. Compounded by neglect in maintaining CRM data integrity, Driven faced hurdles in sustaining a robust email list, leading to compromised deliverability. Unbeknownst to Driven, their email domains were blocked and blacklisted due to sending to inactive email addresses.
Our Approach
Our strategy honed in on revitalizing Driven's data ecosystem to unlock its full potential within CRM initiatives. This endeavor culminated in an Email Service Provider (ESP) migration and Customer Data Platform (CDP) implementation. Throughout the ESP migration, attention was devoted to scrubbing the email database to ensure a healthy domain and IP reputation via a meticulously orchestrated 3 month warm-up plan. This preparatory phase laid the groundwork for a remarkable turnaround in email deliverability.
Post warm-up, we streamlined and consolidated data fields essential across all brands, introducing a standardized golden ID framework in their new ESP and CDP (Zeta Marketing Platform). Concurrently, we seized the implementation phase as an opportune time to document all CRM automations, guided by comprehensive business requirements. T
The Impact
Built IP and domain sender reputation back up from low to high for major ISP's resulting in:
- a 19% increase in delivery rate (from 80% to 99%)
- maintained industry threshold (under 1%) for bounce and spam rates
- 200% growth in click rates (from 0.5% to 1.5%)
Automation send logic optimizations resulted in:
- Increase in real time sends and send volume resulting in +10% store sales
- Identified duplicate sends which lowered spam rates
Featured Expert
The Chameleon who led this engagement.
Practice Areas
Technology Strategy Development