October 21, 2004, 12:00 AM

Autobytel’s integrated approach to dealer e-mail marketing

Autobytel, an Internet automotive marketing services company, is rolling out new customer relationship management technology it believes will help dealers and manufacturers better manage their e-mail marketing campaigns.

Kurt Peters

Executive Editor

Autobytel, an Internet automotive marketing services company, is rolling out new customer relationship management technology it believes will help dealers and manufacturers better manage their e-mail marketing campaigns.

The new product, Retention Performance Marketing 2.0., will let dealers integrate advanced customer segmentation with personalized communications across multiple channels, including e-mail, Autobytel says.

“In a culture overwhelmed with spam e-mails, customers are simply tuning out, making them more expensive to acquire and more costly to keep,” says Fred van der Neut, Autobytel vice president and general manager of RPM. “Studies show customer response rates increase dramatically through the addition of color and greater personalization which result in a higher return on investment and more cost-efficient marketing.”

The new CRM application helps dealers cleanse their e-mail-marketing data base, better segment customers and features targeted e-mail acquisition technology that enables dealers to collect the most accurate and available customer e-mail addresses, says van der Neut. For instance, the new application will help dealers better target with e-mail those customers wanting to make an online service appointment.

Whereas traditional e-mail service reminder programs target customers solely according to their vehicle mileage, Autobytel says its new software and database service helps dealers better analyze demographic information such as a customer’s income, home ownership status, proximity to the dealership, number of vehicles owned and service visitation histories and put together more effective interactive promotion campaigns.

Among the companies using the new Autobytel CRM platform is Sloane Auto Group, a multi-brand dealership in Glenside, PA.

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