Break away from email templates and use the power of data to connect with active car shoppers
The current sales landscape is an uphill battle with fewer consumers submitting web leads, purchased leads converting at lower rates, conquest marketing producing lower returns, and customer retention becoming more of a challenge.
75% of consumers expect companies to understand their needs and expectations, and it is a lot easier for them to defect if they aren’t happy. That is why dealers can’t afford to limit themselves to a one-size-fits-all solution, especially with email templates that do not work on active car shoppers.
The classically conditioned spam filter
People today are so used to seeing spam and mass messaging that we filter and delete it almost without noticing. An email from a Honda dealer that displays their entire 2019 lineup and reads “picture yourself in a new Honda” with no personalization or specific relevance to the reader is likely to be marked as spam, ignored, or deleted – even by those who might be interested in buying a new Honda. Nothing screams impersonal like a templated email or advertisement.
Don’t give shoppers a reason to leave
Companies who continue to try and hammer home generalized formulas eventually feel the wrath of desertion. In fact, 34 percent of U.S. adults say they have broken up with a brand due to disruptive or irrelevant marketing messages, with 33 percent of those adults doing so because the message was generic and obviously sent to everyone. Shoppers expect you to know them, and when you don’t, they tune you out and listen to brands that do. This is important in the auto industry, where in-market targeting has become essential. You need to ditch that one-size-fits-all mentality and start targeting your audience members as individuals – not as identical peas in a gigantic pod.
Targeted emails connect with your audience
The way around this problem is targeted email marketing. Behaviorally targeted emails connect with car shoppers on a more intimate level. You can learn about consumers’ interests and needs, providing them with personally curated content. For example, if a shopper’s behavior indicates they’re interested in buying a minivan, you can send them emails with options and offers that speak to that model.
There’s also more money for you in this pursuit. For instance, people who buy products through email spend 138 percent more than people who do not receive email offers at all, making it worthwhile to successfully connect with and convert this portion of your audience. Add in the right individualization, and your campaigns will really take off.
Targeted messages are opened 14 percent more and receive 55 percent more clicks than non-targeted campaigns. While the advantages are clear, executing an effective email strategy can be a challenging process if you lack the right technology.
Formulating a targeted email strategy
The traditional targeted email strategy follows a consistent process.
- Gather data on your audience
- Divide the audience into segments
- Personalize emails for those groups and send them out
However, doing all of this manually has become a non-viable option in today’s fast-moving environment. Most dealerships simply lack the time to devote to such a long-winded effort. Behaviorally targeted email technology takes the legwork out of the process, automatically generating individualized emails for each customer based on their actions, interests, ownership stage, and more.
This will keep you from sending a “buy a new car” email to someone who bought a new car just last month or “you need a HEMI 4×4” emails to someone who is looking to buy a Prius. You can send the right message to the right people and then use their interactions with those emails to drive the follow-up process and progress shoppers toward the next ownership stage.
Targeting throughout the sales cycle
Another important advantage to targeted emails is the ability to reach consumers at any point in the sales cycle. For example, a well-timed, personalized email to an in-market shopper who has been pricing cars online can provide them with options from your dealership that are relevant and at the price point of exactly what they are looking for. You can also use this strategy to offload vehicles you are eager to get off the lot.
Connections like this should not end once the purchase has been made, however. Whether a customer is in-market, a new owner, or in need of scheduled service, you can reach them with tailored messaging to strengthen that relationship. Emails sent on a timely and recurring basis develop trust with the car shopper and owner alike.
Stop playing the guessing game
Quit playing the guessing game by sending customers what you think they want and start sending messages based on proven data.
Outsell’s automated all-encompassing marketing automation takes the guesswork out of the equation. Our unique AI platform identifies, connects, and converts prospects into customers for both sales and service profit centers. Contact us today to turn your communication efforts into a streamlined and individualized conversion machine.