Carfind.co.za x TouchBasePro Case Study
Client: Carfind.co.za
Industry: Automotive / Online Marketplace
Key Contact: Charne Smith, National Media and Key Accounts Manager
Services: Managed email services and deliverability support
The challenge
Carfind.co.za, one of South Africa’s leading online vehicle marketplaces, relies on email as a key channel to connect with its audience.
But with the majority of their database made up of Gmail users, they faced a serious challenge: emails weren’t always reaching inboxes. High send volumes at once created deliverability issues, and engagement rates started to slip.
They needed a smarter approach to ensure their content actually landed where it mattered, front and centre in their subscribers’ inboxes.
The approach
TouchBasePro worked closely with the Carfind.co.za team to refine their email strategy with a two-pronged approach:
- Deliverability optimisation through staggered sending, ensuring Gmail accounts received campaigns consistently without overwhelming filters
- Value-add content strategy, shifting from purely promotional messages to useful, engaging content tailored to the audience
- Ongoing monitoring of performance metrics to fine-tune sending patterns and engagement tactics
By pairing technical deliverability improvements with stronger content, we ensured campaigns not only reached inboxes, but were welcomed once they arrived.
The results
The impact was clear:
- Improved inbox placement for Gmail subscribers
- Increased engagement through more relevant and valuable content
- Stronger open and click rates across campaigns
- Greater consistency in campaign performance, even at higher send volumes
What made it work?
- A willingness to address the technical side of deliverability head-on
- Strategic use of staggered sending to overcome Gmail’s filtering challenges
- Content that provided real value, not just promotions
- Collaboration between Carfind.co.za and TouchBasePro to refine the approach continuously
Conclusion
For Carfind.co.za, email marketing success came from balancing the technical with the tactical. By combining staggered sending with content that engaged and educated, TouchBasePro helped them boost deliverability, improve engagement, and ensure their campaigns reached the entire database, without compromise.
