The Right Use of Email Marketing in the Automotive Lifecycle

Accord­ing to the recent stu­dy by manage­ment con­sul­tant Cap­ge­mi­ni “Cars Online”, email mar­ke­ting is the most important tool for custo­mer reten­ti­on and repurcha­se in the auto­mo­ti­ve mar­ket. The auto­mo­ti­ve sec­tor stands out through its very long custo­mer lifecy­cle pha­ses. As a high-invol­ve­ment pro­duct, the purcha­se of a car is usual­ly pre­ce­ded by an exten­si­ve inte­rest pha­se and the sub­se­quent ownership pha­se stret­ches out over several years. Email mar­ke­ting allows a con­ti­nuous and indi­vi­du­al dia­lo­gue throughout the ent­i­re lifecy­cle, even over a peri­od of several years. An artegic AG demons­tra­tes the bene­fits of email mar­ke­ting in the indi­vi­du­al custo­mer lifecy­cle pha­ses of the auto­mo­ti­ve mar­ket.

A high and con­sis­tent ser­vice qua­li­ty is an essen­ti­al fac­tor for custo­mer reten­ti­on and also con­sti­tu­tes a dif­fe­ren­tia­ti­on cha­rac­te­ris­tic ver­sus the auto­mo­ti­ve com­pe­ti­ti­on. Con­sis­tent, rele­vant and punc­tu­al infor­ma­ti­on are important cha­rac­te­ris­tics of ser­vice qua­li­ty per­cei­ved by custo­mers. Even in the brand com­mu­ni­ca­ti­on, email mar­ke­ting is an effec­tive tool and scores high with its indi­vi­dua­li­sa­ti­on, auto­ma­ti­on, com­pre­hen­si­ve tracking and custo­mer accep­tan­ce. Custo­mers or mem­bers of “owner clubs” can recei­ve cus­to­mi­sed infor­ma­ti­on about up-to-date events around their vehi­cle and the club. Auto­ma­ted, mul­ti-level email mar­ke­ting cam­pai­gns cover the ent­i­re com­mu­ni­ca­ti­on from custo­mer events to invi­ta­ti­on, appoint­ment remin­ders to feed­back and fur­ther infor­ma­ti­on in the fol­low-up. At all touch­points in the ownership pha­se, mar­ke­ting is beco­m­ing the per­so­nal inter­face bet­ween brand and custo­mer.

Automotive Report for Free Download

You can down­load the free report on the cor­rect use of email mar­ke­ting for all custo­mer lifecy­cle pha­ses in the auto­mo­ti­ve mar­ket at