Email can be a strong platform to connect with your current and prospective customers throughout the purchase journey. Regardless of the many channels available to market to your audience, email should be an integral strategy when conquesting new sales and reaching out to your current base.

Numerous studies have been conducted that prove that email marketing is at the top of the list in terms of customer acquisition and retention and new revenue generation. According to Adobe, email has an ROI of $40 for every $1 spent. In research by Salesforce, 80% of those who use email marketing agree that it is core to their business and nearly half say it’s directly linked to their business’ primary revenue source.

Dealership Email Statistics
Benchmark Internet Group conducted analysis on how dealerships in particular are using email marketing. Survey findings include:

• Sending Frequency: 57% of all Automotive Dealerships send out their email missives and newsletters on a monthly basis, with quarterly being the next most popular send frequency at 21%.
• Content Type: The type of emailed newsletter that combines both informational aspects and offers of discounts or sales was the most popular type of content to be included in dealerships’ campaigns, accounting for fully one third of all sends. Emails that were strictly informational by nature accounted for 13% and the ones that included little to no informational content and instead focused on providing sales and discount information were responsible for 21% of all sends.
• How Dealership Build Lists: Purchased and supplied leads account for the largest group at 36% and current customers account for 29% of email leads. Subscribers who sign up through promotions account for 21% and 9% are subscribers from the web.

Statistics gathered from automotive dealerships nationwide show that those who use email marketing are seeing tangible results – increased ROI, sales and customer bases. According to the research, “Email campaigns have on average a 9%-to-12% open rate, and of those, as much as a 14% click through.”

In order to make email a successful channel for your dealership, here are 7 tips to boost your success.

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Automotive Digital Marketing