Auto Dealers Using Email for Prospecting

Selling (and obviously buying) automobiles is getting a whole lot more sophisticated - and it's about to take over the inbox.

Digital marketing software-as-a-service (SaaS) Outsell has launched Outsell Conquest, an email-focused customer acquisition tool that is part of Outsell's customer engagement platform Fuel and guided by its NeuroMotics statistical models, that auto dealers can use to identify, attract and engage "new-to-brand" buyers.

The Conquest solution uses prospect data gathered from various data providers (which obviously cater in some way to the automotive space) and provide car dealers an opportunity to incorporate behavioral triggers to automate follow-up email communications. According to Outsell, early dealer campaigns in the Orlando metro area have significantly exceeded expectations, generating open rates nearly 4X industry norms for conquest, and similarly strong click-to-open rates.

"To attract new buyers and prospects using email while complying with anti-spam regulations is a significant challenge for auto dealers," said Dan Smith, CMO of Outsell. "It can be complex, and there are certainly rules you need to follow, but analytically-driven, multi-wave campaigns are a highly effective method to capture market share. Outsell Conquest provides a turn-key means to do just that."

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