Case study

Case Study:
How Forces Cars Direct Made 170% ROI From One Email Campaign

Forces Cars Direct


uplift in email subscribers

Increase of 3%

in sales enquiry form conversions


ROI from PureTargeting in under 4 months

Forces Cars Direct serve members of the armed forces

Growing business with the right ESP and the right support

Find out how Forces Cars Direct were able to increase email subscribers and online sales conversions with the help of Pure360’s strategic advice and personalisation platform.

And how one simple, automated email campaign brought them 170% ROI in under four months…


Forces Cars Direct specialise in selling and supplying cars at discounted rates to serving and ex-military personnel. Their website acts as an online showroom, allowing customers to browse and research the car they’re looking for before submitting an enquiry via their web form.

After serving in the Army, MD Steve Thornton founded the company to reward members of the armed forces and cater for their unique and sometimes challenging requirements that other car companies are unable to meet.

Many of Forces Cars Direct employees have a background connected to the military and services. Zoe Critchley, Head of Marketing and Commercial, believes it is this experience and connection that differentiates the brand’s customer service from other car dealerships.


When Forces Cars Direct opened its doors in 2001, the showroom operated in typical fashion. Enquiries and sales took place on the phone or from walk-ins.

In recent years, however, the company has seen a significant change in their consumer behaviour, with 90% of sales enquiries now coming from online sources.

The business realised it needed to shift its focus to a digital marketing strategy. In particular, Zoe knew that email marketing was the best way to start engaging with existing prospects. However, as a one-person team, she didn’t have the resources and time to build a strategy.

Zoe needed an email service provider (ESP) that would take the time to understand the nature of Forces Cars Direct and advise on an approach that was right for them.

She spent the next couple of years going from one ESP to another but was unable to find the support the business needed.

These companies were engaged when selling us the platform but then they just left us to get on with it. They didn’t check in to see how we were getting on, they didn’t give us any advice or recommendations. They failed to recognise the niche nature of our business and the problems we needed to solve.



Specialist Motor Sales




Use Case

Email Marketing

Email Personalisation

Website Overlays

Web Form Abandonment

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The Solution

After an initial phone call, it was clear that Pure360 could deliver the support and technology that Zoe was looking for.

PureCampaign’s drag and drop editor was perfect for saving Zoe time while still creating beautiful and well-crafted emails.

PureTargeting helped grow the Forces Cars Direct subscriber list quickly and efficiently with well-timed and inviting overlays.

Zoe also has regular calls with her Customer Success Manager, Laura, working together to discuss and improve Forces Cars Direct strategy and improve email performance.

The calls allowed Laura to identify the brand’s website visitors were leaving the website before completing the enquiry form. Laura worked with Zoe to implement a form abandonment campaign using Pure360’s personalisation software. This automatically triggers emails, inviting browsers to return and complete their enquiry.

The results

Since switching to Pure360, Forces Cars Direct has seen fantastic results:

  • Conversions from the online enquiry form have increased by 3%
  • Form abandonment campaigns resulted in a 170% ROI
  • Email subscribers have increased by 236%

Within the first three and a half months of using PureTargeting, Forces Cars Direct were able to increase their form conversion rate by 3%. This means that in just three and a half months they saw a 170% return on investment!

The automated form abandonment emails help Zoe reach prospects while they’re hot and has allowed her to focus her limited resource on other business priorities.

From using well-placed overlays, Zoe also saw newsletter subscribers increase by 236% in just four months.

Forces Cars Direct are now testing Pure360’s personalisation software capabilities across their other brands to increase their conversions and improve customer engagement.

“The support we have received from Pure360 has allowed us to experiment with new email marketing tools and strategies, including intelligent time testing which have given us some great initial results. We’re very much looking forward to developing further trials and campaigns to move our email activity forward.”

Natasha Hatwell - Marketing Manager, Bravissimo

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