Nissan USA has been pulling a response rate of about 6% to a 1.1 million-piece mailing it sent out earlier this summer. Long-standing customers were offered rebates on maintenance work done at Nissan dealerships.
This was the automaker’s first-ever service-related rebate program, according to Liam Steuart, account director at The Marketing Store, Nissan’s Toronto-based agency.
The U.S. unit of the Japanese automaker made this rollout after getting a 5.5% response to a 320,000-piece test mailing in large markets such as Philadelphia, Washington, Phoenix and Atlanta in February.
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