Automotive email marketing campaigns have an average open rate of around 22%.
A 22% open rate means OVER 75% of customers never read that email. The first and simplest drip implementation is the addition of a “Did-Not-Open” drip. A “Did-Not-Open” drip segments the customers by who didn’t open the original email. This audience will receive a new version of the original email, but with slightly different content.
The “Did-Not-Open” drip will typically increase open rates by another 35%.
The remaining segment is the customers who open or engage with the email. Open behavior is extremely helpful in knowing customer intent. If a customer opened a service related email or automotive promotional offer, there is high customer intent.
We know this customer is considering a service-related purchase in the near future. The second drip every automotive email cadence should implement is the Opened/Clicked Drip. Customers opening emails have already don’t most of the mental leg work related to needed service.
The Opened/Clicked Drip engages customers who open or clicked the first campaign. The content is usually similar to the first with more enticing offers. You know these customers are ready to buy, so it’s crucial to get them to a call or schedule service through your website.
These are just a few of the common drip strategies that increase winbacks. If a customer has lapsed from service, drip campaigns are one the easier strategies to include in your outbound marketing cadence.
Reach out and we’ll show you how. It’s easier than you think.