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In-depth email correspondence identified as 'crucial' to car buyer trust

New research from Ebay Motors Group has highlighted the importance of personalised, detailed and accurate email correspondence with buyers during lockdown.

Since the first lockdown in March 2020, eBay Motors Group has seen a consistent pattern in buyer behaviour whenever government restrictions require dealer showrooms to close, with email enquiries overtaking call enquiries.

In line with this trend, the research reveals the increased importance of informative and professionally written responses when liaising with consumers.

More than three-quarters of car buyers visiting (77%) said they expected phone conversations to be followed-up by emails containing information and prices on the vehicles they had been searching online.

The same percentage expected email correspondence to be personalised, while 73% expect it to be grammatically correct and spell checked.

Buyers also appreciated timely responses, with 71% saying they would favour dealers who replied outside of working hours. While 69% appreciated those dealers who emailed them back within 15 minutes.

“The importance of maintaining effective and timely email communication is vital for dealers in this lockdown retail environment, where relationship building face-to-face is not an option. Our research highlights that every little detail counts and could play a significant role in helping a dealer win business,” said Dermot Kelleher, head of marketing and research at eBay Motors Group.

“Buyers attach real importance to informative, personalised and timely email responses, presented in a professional manner. Without the benefit of meeting customers in person it is now increasingly important to build a rapport remotely through emails,” he added.

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