The topic of email marketing is a popular one for us. We’ve covered how powerful this tool is several times. If you need a bit of statistical data to back that up, here you go*:
- 72% of people prefer to receive promotional content through email.¹
- The ROI of email is 28.5%, compared to 7% for direct mail.²
- Email is 40 times more effective at acquiring a new customer than Facebook or Twitter.³
Why does email marketing work so well? There are many reasons. Ideally, your email list includes past and prospective customers for your dealership – the exact audience you want to be targeting. Landing in your target customer’s email inbox is the easiest and most direct way to access them with the exact messages you want to send them.
Additionally, email marketing provides a tangible platform for delivering those messages. Unlike TV commercials or billboards, your recipients can go back and access the email again later or forward it to a friend. You can use design and imagery elements to make your message highly engaging and visual. Email provides the space and time to include as much or as little detail as you would like.
Email marketing is also an easy way to support sales or promotions you are running in store, or even through traditional channels like TV and radio. An email is the perfect supplement to support your marketing efforts, and it’s delivered to your prospect’s virtual front doorstep.
With Marketing Automation, the power of email marketing skyrockets. Marketing Automation makes it not only possible but easy to send personalized, uniquely crafted emails to the right prospects at the right time.
By storing data and tracking user behavior of your online visitors, Marketing Automation operates on a hands-free, fully automated cycle to deliver the perfect messages to your hottest leads. With Marketing Automation, you don’t need to keep track of which online visitors are browsing your new inventory – those prospects will receive emails inviting them in for a demo without a lift of the finger. What about those website visitors who are constantly filling out lead forms but never visiting your dealership in person? Marketing Automation will send messages to re-engage and entice them, perhaps offering a special incentive to try the unit out.
The average industry email open rate is 20.6% and the average click-through rate (CTR) is 6.4%. With Marketing Automation in place, the average open rate more than triples to 63.9%, and the average CTR more than doubles to 14.5%.** However, results with Dealer Spike’s Marketing Automation services are even more impressive. After just a few months with Marketing Automation through Dealer Spike, Great Escapes RV has seen an average email open rate of 76.2% and an average CTR of 19.1%.
We think those numbers speak for themselves.
Want to learn more about Marketing Automation? Watch our educational webinar here or reach out to our Marketing Automation sales team here.