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GK Group increases email open rates after CRM streamline

GK Group has streamlined its customer relationship management process to improve email open rates.

The business has five franchised dealerships in North Notts, North Derbyshire and South Yorkshire.

GK Group uses Ebbon Dacs as its dealer management system (DMS) provider and chose to add a third party product on in order to streamline its CRM.

Using Marketing Delivery’s SmartMail system, GK Group has set up a process where it automatically logs in each night to extract the day’s customer data from the DMS. This then triggers a process of pre-determined email and SMS messages, which are delivered to prospects and existing customers over the following days, weeks and months.

The dealer group said it was focussing on making sure communications are timely, relevant and cleverly constructed to maximise their impact and response rates whilst not being intrusive or annoying.

As a result of focussing on this areas of the business, GK Group has improved email open rates by 64%. From the emails the business sends out, 27% are being read on mobile devices.

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