Case Study: Iron Steed Harley-Davidson® - Vacaville, CA

Tia Robinson | 05/20/2017





Located in a southwest suburb of Sacramento, California, Iron Steed Harley-Davidson® is a top-performing, customer-focused dealership that prides themselves on having a huge selection of bikes, with a small town, family atmosphere.  General Manager, Aubree Cradduck, and her team at Iron Steed Harley treat their customers like family.  And she wants to make sure that she keeps her Harley family in-the-know with all the local events, rides, promotions, and anything else going on around the dealership.  As a savvy marketer, Aubree knows that anything she’s going to put her resources (both money and time) towards needs to generate a positive R.O.I.  So, while keeping her customers in the loop is great for building relationships, she needs to make sure that the avenues spent communicating with current & prospective customers is quantifiable and generates a positive return



Aubree’s keen eye for programs with a strong R.O.I is one of the reasons she puts such an emphasis on an ongoing email marketing strategy.  With the help of I.T./ Marketing Manager, Dave Allen, Aubree makes sure that she helps her customers “feel the love.”  They use the powerful Firestorm email system available in the Local Web Dominator program to email their ‘family’ of local Harley riders, customers and enthusiasts with engaging emails at least once a week.  Firestorm lets David (who does most of the email wrenching behind the scenes) select from a themed template, or build out a totally custom email using a blank template.  Dave takes advantage of that flexibility and uses a variety of styles in the emails each week to split test the effectiveness of different styles and layouts.  He’s also careful to ensure that each of his emails are loaded with engaging content and, most importantly, links back to the Iron Steed H-D website.  



Regardless of which theme Dave selects from the Firestorm email system, the results he and Aubree are generating from their email marketing campaigns are amazing.  Last month, Iron Steed Harley-Davidson sent out five unique newsletters to their entire email list.  The newsletters had an average open rate 17% with an average click-through-rate of 10%.  But, that’s not the best part…  


The five Firestorm emails sent out increased their website traffic by more than 11% for the entire month!  In fact, Firestorm email traffic was the 3rd highest source of traffic to in total, just below organic traffic and direct traffic (people who typed in their website directly), even outranking the traffic generated by Facebook referrals and Google AdWords paid advertising traffic.  Talk about a quantifiable R.O.I. for email marketing.   


If you want to increase your website traffic while using the easiest, most powerful email program in the industry, give us a call at 877-242-4472 and we’ll walk you through the Firestorm Email program.

PSM Marketing

825 Highway 74 South
Peachtree City, GA 30269
Tel: (877) 242-4472
Int: (770) 692-1750
Text: (770) 692-1750