RaceTrac Petroleum selects BrightWave Marketing for e-mail, social media

RaceTrac Petroleum, which operates more than 525 retail gasoline and convenience stores in 12 southeastern states, has teamed up with BrightWave Marketing to power its e-mail and social marketing efforts. 

BrightWave won the account in early October, and they completed the integration this week. For RaceTrac, the goal is to build a stronger relationship with existing clients through e-mail and social media, as well as to acquire new customers.

“We were looking to make our e-mail program a lot more robust,” said Dayna Reed, brand manager at RaceTrac Petroleum. “So we are adding more insider information to our e-mails to make members feel more like a part of an exclusive group.”

RaceTrac currently sends e-mails once a month to its 11,000 subscribers. The e-mails currently include a survey about the brand and offer a coupon to those members that take the survey. The plan to continue using the surveys but in addition, they want to use e-mail in connection with social media channels and as a tool to reach younger audiences.

“The idea is to speak to different groups with different interests, based on their demographics using segmentation,” said Simms Jenkins, CEO of BrightWave Marketing.

BrightWave will work with RaceTrac to help them integrate their social media with their e-mail programs. “We are looking at how we can parlay the e-mail surveys into social media, and trying to get people that are our fans on Facebook to sign up for e-mails,” said Reed.