Two-thirds of car buyers want updates about stock

Almost two-thirds (63%) of prospective car buyers are more likely to remain in contact with a retailer that emails them about available stock, according to Marketing Delivery.

Only 12% of buyers said they did not want to hear from retailers about stock that closely matches their initial enquiry.

Charlotte Murray, commercial director at Marketing Delivery, said: “This is a particularly important time of year to ensure a strategy is in place for digital follow-ups.

“Retailers will be prioritising the influx of part-ex vehicles following the plate-change month, and proactive qualification and prompt interaction with prospects will help facilitate rapid speed to sale and maximum profit.

“This type of outreach shouldn’t just be about available stock. Our survey found that 64% of car owners would welcome communications about recent launches and offers when they’re approaching the end of their finance agreements.

“Only 21% didn’t want to receive these updates. Our renewal emails see strong open rates, averaging 66%, and we can attribute over 4.5 thousand orders so far in 2024 from customers who have received an anniversary message prompting them to value their current vehicle.”

During the first three quarters of 2024, 8.5% of sales prospects that did not initially make a purchase but were subsequently sent email notifications about relevant new-in stock or price changes went on to buy.

These email messages had an average open rate of 57% and a click-through rate of 19%.

53% of survey respondents agreed with the statement: “I would still expect to receive helpful communications from a dealership should my initial enquiry not result in a sale.” Those buyers who use popular social channels are most likely to be receptive to emails about stock updates.