Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Phil DuPree

Phil DuPree President

Exclusive Blog Posts

What’s the Big Deal About Millennials?

What’s the Big Deal About Millennials?

At this point, you’ve probably read countless posts, memes and articles about what millennials are ruining, how they are changing the way things are …

Tips for Selling More Small Cars at Your Dealership

Tips for Selling More Small Cars at Your Dealership

If you own a car dealership, you might have found that a lot of people who come in are looking for trucks, sports utility vehicles and roomy sedans. Ev…

Stocking & Pricing Inventory: Interview With Brian Finkelmeyer

Stocking & Pricing Inventory: Interview With Brian Finkelmeyer

Brian Finkelmeyer, Direct of Business Development at vAuto, discusses the dos and don'ts of pricing and stocking inventory. …

How to Engage "Ready to Buy" Shoppers

How to Engage "Ready to Buy" Shoppers

The stakes are high: sales are slipping, your competition is stiff, and today’s shoppers are the most savvy yet. But there’s good news – there are a…

Upcoming Webinar: Use Your Showroom to Show, Not Sell

Upcoming Webinar: Use Your Showroom to Show, Not Sell

Ecommerce is on the rise, and today's customers walk into your showroom better-informed than ever before. 9 out of 10 customers are more likely to…

How to Re-Activate Internet Leads with an Effective E-mail Marketing Campaign

 

As we come out of an inventory shortage and lenders are providing more loans, a question arises – of what to do with all the leads received in the last six months for cars that didn’t turn into sales for one reason or another. In many cases, Internet salespeople will have stopped communicating with these potential buyers in favor of “fresh” leads. Are the “old” leads even worth the effort?

Nearly 60% of people who submitted Internet leads are still in the market for up to six months after the dealership initially communicated with them, according to AutoFerret.com. That means many consumers who inquired about models that were in short supply three months ago may still be interested in buying. However, this fact may not change the behavior of your Internet team, and it certainly doesn’t magically create more time in the day for follow-up.

The key is to leverage technology to re-activate “cold” Internet leads and bring engaged customers to the surface. Focusing on an e-mail marketing campaign is one of the most effective methods you can use to do this. Start by developing a series of e-mails that re-introduce your dealership, answer a series of “why” questions and offer incentive to come in. Then remember the adage, “persistence pays.”

Re-introduce your dealership. In your initial e-mail, remind the customer that they inquired about a certain model or make several months ago, and reiterate whatever communication you had. Then share the news that you’ve got they want and include links to specific inventory items on your web site.

Include inventory alternatives. Follow up the first e-mail with another e-mail that includes inventory alternatives. Include links to inventory that may be less expensive, pre-owned, or more fuel-efficient. Half of all consumers who submit Internet leads end up buying a different make or model than planned. Ask the recipient what their favorite option is, or if they like this one or that one? Why or why not? The goal is to engage the customer.

Provide Incentive. Give the customer a reason to come into your showroom. It could be a deal on trade-ins, cash-back award or other type of incentive.

Hire More Help: Working Internet leads takes time, and if your staff is too busy to be persistent, you may want to consider hiring someone temporary to work the older leads. Help is also available in automated form, with virtual sales assistants like AVA. These virtual assistants are designed to work in conjunction with a sales team to re-engage customers, determine whether prospects are still in the market, update contact information, set appointments and hand off sales appointments to staff.

Has your dealership conducted an e-mail marketing campaign to re-engage Internet leads? What are the results?

 Unlock all of the community & features  Join Now