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When it comes to automotive communications, consumers prefer personalized communications.
In a recent study that J&C conducted, we found that 2 out of 3 consumers say they prefer personalized automotive communications. To verify this research finding, we recently ran a test of an email personalized with specific customer information versus a slightly more general email.
Turns out personalizing automotive email marketing works! Personalized information drove a 36% higher click-through rate than the general email. This is a pretty astounding lift for the inclusion of easy-to-execute variable information.
This isn’t surprising, as we know today that consumers are demanding a greater level of personalization than ever before. According to MarketSherpa, 69% of people state that they would exchange their data for better, more personalized service.
Furthermore, in our automotive marketing study we found that personalized email was the most preferred communication method among automotive communications. And in this same study, we found that 90% of consumers expect that their automotive manufacturer will be specific in communications.
So why do we believe personalization creates such a significant lift in performance?
Here are three reasons we believe personalizing automotive email and other automotive marketing communications work:
1. Utilizing personalization ensures that a decision process becomes simpler and easier
Providing personalized information helps ensure a process can be completed simply and easily. For example, Jacobs & Clevenger manages a program for Nokia Location & Commerce, the world leader in navigation system map technology. The program targets vehicle owners for map updates.
Users need their vehicle information, including make, model and either Vehicle Identification Number (VIN) or navigation platform information. This presents a barrier for most vehicle owners to complete the process. Developing a personalized version provided all the information necessary to complete the process. In this example, personalization in the automotive email became an asset to the user and an assistance in completing a process. Personalization also indicates the lapse in years since purchase, reinforcing further the need for a map update.
2. Personalization reinforces credibility
Providing personalized vehicle information helps establish brand credibility. About 70% of legitimate email ends up in a spam folder.1 And once a user opens an email, the user accesses the email’s worthiness in a matter of seconds. Leveraging personal information helps generates immediate attention from the recipient, as it includes information about them, or in this example, their vehicle. The email personalization creates an immediate stamp of validation that this email is from a trusted source, their OEM, and specific to their current vehicle.
3. Personalization fosters response
Personalized information provides immediacy and sets an official tone for the email. The overall creative concept is designed to support the idea of a “service notice”. Providing information such as make, model, model year and VIN number via variable fields creates an official appearance to the email. Furthermore, inclusion of personalization creates a curiosity that fosters engagement and helps drive click-through behavior, as the user is ultimately engaged by the high degree of relevancy delivered in the communication. Utilizing email personalization helped support the overall notification strategy, and ultimately helps drive urgency and higher click-through behavior.
Incorporating email marketing personalization in automotive communications works. Consumers expect automotive communications to be specific and relevant to them. Personalization can ensure better results and a higher return on marketing investment for your automotive email marketing programs.
Automotive email marketing personalization doesn’t have to be difficult to execute. This example leveraged variable information operationalized through an email platform. But the impact on results was significant, increasing click-throughs by over a third.
Here’s how you can learn more about how automotive consumers consider reviews and search in their purchase process. Download J&C’s Automotive Communication Preferences ebook today, which includes even more facts and insights from consumers on automotive marketing.
You can also download J&C’s Email Marketing Best Practices ebook, which showcases more examples that can enhance the performance of your programs.
To learn more proven ways to enhance the effectiveness of your email programs, talk to J&C.
1. Source: Return Path