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How Auto Retailers Can Use Email Marketing to Their Advantage

Automotive Email Marketing, particularly in the acquisition, retention, and reactivation of automotive buyers, has evolved new campaigns that generate serious revenue for their dealerships.. On the heels of this, enters behavioral marketing and the opportunities to take advantage of this method of targeting real behavior, purchase intent, and not just demographics.

Online in-market shoppers are already shopping and further down the conversion funnel that are engaged and looking for great deals and reasons to buy from a specific source.

So why not couple value with relevant content at just the right time?

Why do dealerships use Behavioral Data?

As a Dealer or Manager don’t you want to get the most ROI out of your advertising campaigns? One of the most costly marketing strategies you can waste your money on is messaging that is completely irrelevant to the prospect. The ideal purpose of an automotive email marketing campaign is to generate new and repeat business. By using behavioral data to target shoppers who are looking for offers in your PMA, you increase the likelihood that your offer will resonate with the prospect and lead to more conversions and better ROI.

Make the most of engagements and behavioral analytics

Did you know that according to the NADA, “The average dealership today missed or lost on average 88% of the opportunities they generated in their CRM”? While many factors contribute to an industry-wide closing average rate of around 12%, that doesn’t mean that you have to accept this as the way it always has to be.

Instead, you can seize the opportunity to follow your prospects down your sales engagement funnel to learn what they’re looking for and what they’re not interested in so you can convert more of them to profitable sales..

One method at your disposal is to simply compare prospects’ page visit times on your site. In a recent analysis we conducted for one of our Kia dealership clients, we found one vehicle offer converted 16x more into a sale vs a better valued and more popular vehicle.

Why? Each in-market shopper received the same email with the OEM incentives and value pricing. However, the better priced vehicle’s detail page took 3x longer to load than the first. Prospects were clicking off the offer page before the details fully loaded.

As a result, sales of that vehicle for the campaign were dismal. That’s why it’s vital to review your prospects’ behavioral and engagement analytics so you can optimize your campaigns and website functionality. Slow Page Loads = Slow Sales Results.

Autoresponder vouchers

Since many shoppers start their buying research 30 or more days before they are actually ready to purchase a vehicle, offering an extra incentive with an expiration date helps increase hand raisers for vehicle purchases and even new service RO’s.

An easy way to deliver your vouchers is by integrating an autoresponder email with your opt-in form. When a prospect opts-in from your automotive email marketing, direct mail, or even BDC follow up and a form is submitted, they instantly receive a voucher in their inbox. The voucher could be for various service specials, discounts on new or used vehicles etc.
Looking to acquire and retain a new customer base for your dealership? Contact ePush!

We proudly offer one of the most comprehensive automotive marketing programs in the marketplace today. The ePush! Behavioral Marketing Platform™ utilizes an omni-channel approach of programmatic behavioral marketing, email, direct mail, live calls, CRM data hygiene, plus our newest added value: eAnalytix™.

Find out how to optimize your website’s performance and results. eAnalytix™ delivers an in-depth evaluation of your website and a live consultation, all based on verifiable Google Analytics, click engagement and behavioral indicators.

Join the growing number of dealerships who are discovering where and how to improve their website’s engagement, stickiness, conversions and ROI through eAnalytix™.

Eric Thornsbrough
Eric Thornsbrough
As the Marketing Director for ePush! Eric Thornsbrough oversees business developement, strategic marketing and consults with dealer agencies who want to leverage complex data and new technologies.

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