CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Dealers send thousands of emails a month and have no way to track if customers are acting on those emails. I recently worked on a project to implement click tracking on the emails and wanted to share some of the results I have found.
Over 70% of the links clicked in emails were links to view more details about a specific vehicle. Links to view photos, videos, vehicle details, incentives, window stickers, etc.
These links drive the customer back to the dealer's website. This makes me believe that dealers who can embed vehicle details and links back to their website in emails will have higher closing ratios. Dealers need a CRM that allows them to email vehicle details with hyperlinks back to their website for the customer to view more information.
In future posts I will share more information and stats about how customers are interacting. VinSolutions unique CRM and website integration and our new VinLens product is providing some very interesting insight and statistics.