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I was reading this post in Media Post News and noticed the stat about "More importantly, research found that no-incentive-emails had a transaction rate of 2.9% -- compared to 1.8% for those with an enticement."

Does this reflect your dealership's (industry) experience(s)?

Good Selling!
DTG

Tags: AutoDealerDigital, AutoDealerDigital.com, Building, Campaign, Customer, DTG, David, E-mail, Gould, Incentive, More…List, Marketing, T.

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David,

This article has little relevance to what dealers are doing, in most cases but obviously not all cases. They are testing emails that go out to folks who abandon shopping carts. They already made a decision not to purchase, therefore even with incentives, they really aren't that interested.

Dealers are not necessarily sending out emails to folks based on their past actions, but based on peoples' inquiries about vehicles, service, and finance information. The nature of these emails is entirely different from above and so including incentives in them is under different context.

In our experience with including incentives in emails to people that have subscribed to lists we manage for dealers, the response rates are high, like 40-60% high. So again, I don't think the context of this study translates to most dealer situations.
Ryan,

I read into the article that these clients (and others like them that did not click on cart) were the toughest "nuts" to crack and may be motivated differently. Curious about ADM members experiences with same. Thanks for sharing your very impressive results. (For more info on Ryan's companies: AutoConversion / AutoBurstWebs)

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