For dealerships and automotive service providers, Email marketing is not just a communication tool—it’s a revenue-driving strategy used to engage with in-market buyers, nurture leads, and drive sales, whether you’re reminding a customer about their next service or promoting the latest models, a well-executed email campaign can make the difference between a lost lead and a closed sale.
Data-Driven Targeting
Automotive dealerships and service providers can harness customer data to create hyper-targeted email lists, segmenting their audience based on vehicle ownership, service history, location, and buying behavior.
For example, sending an email to owners of vehicles nearing their lease end or warranty expiration is a direct, timely strategy for increasing showroom traffic and service appointments. Another example is targeting non-database in-market shoppers based on their online search history. Data-driven campaigns enable dealerships to engage in precision targeting, ensuring that each email is relevant, timely, and valuable to the recipient.
A Case Study in Success
A Kia dealership wanted to reach Auto Intenders within a 25-mile radius of their dealership. We utilized in-market data with conversion tracking. Deploying 45,773 emails, we had a 14% open rate with 6,332 opens and tracked 12 showroom visits to the dealership!
Automated Campaigns for Lead Nurturing
Our proprietary EARL® Software has helped dealerships of all sizes set up automated campaigns that guide potential buyers through the vehicle purchasing process. Website visits can trigger automated drip campaigns. These emails can nurture leads by providing informative content, such as vehicle specs, financing options, and trade-in offers.
By delivering this content at the right moment in the customer journey, dealerships can stay top of mind, gently pushing potential buyers further down the sales funnel. Automation also enables service providers to stay connected with customers post-purchase, sending maintenance reminders, special service promotions, and loyalty rewards to keep them engaged long after the initial sale.
A Case Study in Success
A CDJR Dealership utilized our EARL® software to capture website traffic and remarket to customers. Over the course of three months, we were able to append 3,325 website visitors, allowing us to send over 1,560 emails to customers who were actively browsing their site!
By investing in email marketing technology and using data to drive intelligent campaign strategies, automotive advertisers can maximize every opportunity to connect with their audience and convert leads into loyal customers.
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