Why Email is Still Your Best Bet in 2019 Automotive Marketing


It’s hard to imagine life without our smart phones, the internet or email. Do you realize that in 1996 only one in ten people were using the internet, in contrast today the number of people with email accounts has exceeded 290 million. In fact, consumers have an average of 1.8 accounts per user and consumer email accounts make up 79% of mailboxes.

In as few as 10 years, our email accounts have gone from just being a way to communicate with a friend or business associate to our primary connection to the world. Email is how we know that our favorite store or car dealership is having a sale.

Unlike social media marketing, email provides a very personal medium for dealerships to communicate with future buyers. It is easy to generate quick and efficient messages tailored to the interests of specific individuals without the hassle of offering gimmicks and incentives to obtain new followers to market to. Email lists are self-cleansing, in the sense that those who no longer wish to receive your emails can and will opt-out.

How important is email marketing to your business? There is no doubt that email has replaced the newspaper as our primary means to connect with our local community of retailers and businesses. Consider that 86% of businesses surveyed indicate that they plan to increase their upcoming email marketing budgets.


Knowledgeable Internet Users

In today’s world, internet users are veterans of the online landscape—they are wary of clickbait and all-too-knowledgeable about the potential risks of viruses. Providing their email is a sign of trust. Companies spend millions of dollars on marketing strategies designed to encourage form fills and collect user information. When a user does fill out a form, they are doing so with the knowledge that they will be receiving information via email, unlike the users of Facebook or Twitter who sign up connect with friends and are bombarded with ads on their timeline. It is crucial to build on that initial sign of trust through relevant marketing emails to build long-term relationships with leads and customers.


58% of adults check their email first thing in the morning.




Get Your Biggest ROI

The next important task is to segment your audience. Blasting out an email ad offering your lowest lease specials may be appealing to potential customers but may be off-putting to recent-purchasers. This is where Edge5’s unique database of email subscribers becomes indispensable. We have the capability to market to highly targeted shoppers who have expressed interest in your specific manufacturer and scrub your database against ours and remove any duplicates.


Take Control of Your Dealership’s Email Strategy

After reading this article, you may be reevaluating your email marketing strategy. So what’s the next step? We suggest getting in touch with a member of our team. We can provide further insights on how to maximize your email marketing budget to compliment your other marketing efforts and capture more customers. 2019 is still the year of the email. Let’s make it YOUR dealership’s year too!