So, just how productive are automated communications at different points in the automotive ownership cycle?

With the September plate-change month now behind us, retailers will be looking at ways to maximise sales conversions and drive workshop utilisation through the final quarter.

Many retailers will be juggling an influx of enquiries – through various stages of the buying journey – and considering how best to maximise increased volumes of part-exchange stock. AI-powered automated emails can take a lot of the strain, qualifying and maintaining productive interactions with a large number of prospects in a personalised, relevant and timely way.

In Q3 2024, our VoiceBox software issued over 1.9 million AI-powered emails on behalf of our clients, including a variety of messages, from Stock Alerts , which present new-in-stock to interested customers, to service and MOT reminders .

In the third quarter of this year, our retailer clients received a combined total of 270,581 new enquiries . By leveraging our VoiceBox automated platform, our clients successfully nurtured these leads, significantly enhancing their conversion rate and driving sales growth.

However, for communications like this to be effective, retailers must have seamless access to accurate customer data. When reviewing records from over 500 retailers:

• Of those who did have an email against their records, 1.4% were incorrect

Crucially, 27% of the records with a valid email address did not have consent to receive marketing materials, resulting in a missed opportunity. Further optimising data accuracy and ensuring permissions are always in place will increase the proportion of subsequent conversions.

We know that sales messages are most successful when targeted at specific audiences in a timely matter. With an average open rate of 68% , our sales enquiry follow-up emails are a highly effective means of progressing leads, laying the groundwork for tailored stock update emails. Our Stock Alerts messages target open but unconverted prospects, detailing new-in-stock or recently reduced vehicles that closely match the customer’s desired requirements. With an average open rate of 55% and a 0% unsubscribe rate, we know they are well-received by active car buyers.

These numbers are backed up by a consumer survey we commissioned recently. We found that almost two-thirds ( 63% ) of prospective car buyers are more likely to remain in contact with a retailer that emails them about available stock.

The same survey also unveils a clear expectation among customers that retailers will communicate with them even if a sale was not concluded, with 53% agreeing with the statement: “I would still expect to receive helpful communications from a dealership should my initial enquiry not result in a sale.” Those car buyers who use popular social channels – including Instagram, X (formerly Twitter) and TikTok – will most likely be receptive to emails about stock updates.

Automation can be a vital tool for aftersales, too. Over the past quarter, our VoiceBox service and MOT reminders achieved an average open rate of 59% , a testament that targeting the right people with the right message at the right time drives engagement.

Although service and MOT reminders are the primary themes for aftersales-related output among our retailer clients, other messages—such as VHC follow-up, seasonal campaigns, and new finance initiatives—can keep the communications ongoing. It’s worth bearing in mind that the aftersales database is often underutilised as a source of prospective sales leads.

We have seen that guiding customers about aftersales payment options is an excellent way of maximising bookings, especially as we approach the winter festive season, which invariably puts pressure on household finances. Additionally, colder weather can encourage visits for winter health checks and re-engage with those who are no longer in active contact. That’s not a new concept for a savvy automotive marketer, but automation is now introducing a level of personalisation that makes it so much harder for customers to ignore.

So, just how productive are automated communications at different points in the ownership cycle?