Timing is everything, so if your campaigns aren’t delivered to the right consumer, with the right information, through the right channel, at the right time, you’re wasting your marketing budget on ineffective ads.

The days of one-size-fits-all, mass emails are over. The automotive industry must begin automating their multi-channel marketing efforts with personalized, relevant, and channel-effective campaigns. Dealers must begin taking the time to learn more about their shoppers, and contacting their customers with messages relevant to their interests and needs through the most effective channel for that individual customer. In the Outsell Research Report, we have found that the Outsell platform is effective in increasing customer retention through relevant, efficient, deliverable campaigns.

Relevancy

Outsell connects directly with a dealer’s CRM and DMS systems to replace manual learning and targeting with an automated solution. Through Outsell’s analytics brain, NeuroMotics, consumers’ behaviors are monitored to predict future preferences and send them relevant content based on their search behaviors.

It is not possible to manually analyze all of the data about how each customer engages with your email campaigns, social media ads, and your website. The predictive modeling anticipates needs, detects preferences and improves message timing. With data from the CRM, DMS, and third-party sources, dealers are provided with a library of OEM compliant artwork and campaign templates that are relevant to that particular customer. Dealers can also pull up a specific offer and see which customers that offer would be suitable for.

Outsell NeuroMotics analyzes consumer engagement and click data on email campaigns, social media ads, and website visits to alert dealers when their customers are in-market and contact them with an appropriate message.

Efficiency

Many dealerships fail to fully leverage the customer data they have in their online marketing efforts. Outsell’s marketing channels “talk” to each other to inform one another when a customer should be targeted, and determines which channel would be the most effective for that individual customer.

The Outsell social campaigns use Facebook API to match customer records against their Facebook user profile, then creates a list of the customers suitable for a Facebook ad. By cross-referencing the information and eliminating waste, dealers can create highly targeted, custom audiences to get the most out of their social media budget.

These Facebook ads can also be used for conquest campaigns. Dealers can choose to target competitors in their Primary Marketing Area or target their brand outside of the Primary Marketing Area to gain market share from local franchise dealers. Users can also use lookalike audiences to target shoppers similar to existing customers.

Outsell leverages your recent sales and service transaction data to ask dealers for feedback to maintain a positive online reputation. Customers are given two options, as shown below.

If a customer selects a positive experience, they are encouraged to post a review on one of the many review sites used in the local market. If the customer indicates a negative experience, their feedback is sent directly to a store manager so that they can resolve the issue in a timely manner.

Deliverability

Sending mass email campaigns through your CRM is the quickest way to make it to the spam folder, or even worse, get blacklisted. Automotive dealers are particularly guilty of sending spammy, mass emails, which ultimately hurts the deliverability of your campaigns.

Outsell has equipped their customer communications platform with their own Email Service Provider built around deliverability. Dealers immediately experience a 10-30% lift in email engagement rates.

Outsell reporting dashboard enables dealers to inspect all engagement with all of their campaigns to help them understand how different consumers convert and why. We have found that dealers typically see returns anywhere from 9x to 30x using the Outsell platform.

To learn more, download the full Outsell Research Report or visit the Outsell website.

About the Author

PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.