Marketing Automation

Marketing automation in a dealership context refers to software that automates repetitive marketing tasks and campaigns, targeting customers with the right message at the right time. For instance, once a customer buys a car, an automated system might schedule a series of follow-up emails – a thank-you note, a reminder about the first service, and later on, a prompt when the customer’s vehicle might be coming off warranty or eligible for a trade-in upgrade. In Canada, these systems can also segment communications by language preference (English/French) to personalize outreach. Marketing automation tools integrate with CRM and DMS data to trigger communications: if a customer’s lease is expiring in 6 months, it might automatically send a notification to the sales team or an email to the customer about new models and an invitation to discuss options. They also handle bulk campaigns, like seasonal promotions or safety recall notices, ensuring compliance with CASL (Canada’s Anti-Spam Legislation) by only emailing customers who have opted in and providing easy unsubscribe options. By automating and targeting marketing efforts, dealerships maintain regular contact with their customer base, driving repeat business and service retention with minimal manual effort, and track the effectiveness of campaigns through metrics like open rates, click-throughs, and conversions.