Motoring.co.uk, the new car enquiry consumer website, is launching a new email marketing service supported by a reporting suite, after a six month testing period with Hyundai, Kia, BMW, Mini, Ford, Renault, Peugeot, Seat, Jaguar Land Rover and Volvo, Arnold Clark, Listers, Motorparks, Perrys and Vertu.
The new email marketing service is supported by reporting which features a breakdown of which consumers have clicked through to an offer or dealer car, as well as information on their postcode, socio-economic profile and soft credit rating. And 46 per cent of customers who clicked on a strong offer and were contacted within 48 hours, went onto buy a car from the offer provider.
Chris Green, co-founder and sales director of Motoring.co.uk, said: “We have spent the last 12 months building, developing and shaping an email platform enabling us to target our own data set in a way that generates and proves ROI for our OEM and dealer partners.
"This database comprises of over 800,000 up-to-date, in-market motorists who have actively engaged with motoring.co.uk and now receive our weekly newsletter comprising of new car offers.
"We are collecting a huge amount of data on car buyers daily - namely their name, address and post code, email address, contact numbers, make, model, mileage, condition and value of their current vehicle.
"This powerful data enables us to accurately target potential car buyers for manufacturers and dealers with new and used car offers, promotions and test drives.
"For example, we can help dealers boost their servicing and parts income, as we can target consumers with vehicles over three years old and we know when cars are due for MOT and Service. Equally we can target 4x4 owners with a specific promotion or offer from a 4x4 manufacturer.
“We are sending out millions of emails per month with engaging content and open rates are currently running at around 26 per cent. Our database is growing rapidly with 40,000-50,000 new consumer and car detail records per month and at current growth will be over two million ‘opted in’ motorists by the end of 2013."