OK, let's start this article by being frank: buying a car is not the same as going to the supermarket . The purchasing process, by the very nature of the product, is much (much) more complicated.
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The automotive buyer journey
Email marketing as a lead nurturing process
The key: automation
The automotive buyer journey
However, just like any other digital purchasing controlling directors email list process, the user goes through what is called the “ buyer journey .” Let’s understand it as the phases or stages that the user goes through before making the transaction, and where you must have a clinical eye to know what is going through their mind:
Start
Pre-purchase
Acquisition
Loyalty
As we have already mentioned, in the case of buying a car - or rather, in the automotive sector - the purchasing process is very slow, as the investments are usually high.
Anyone might think that email marketing is not the ideal tool for this type of case, especially when there are few users or subscribers who are actually prepared to make a purchase when they receive a commercial newsletter.
However, this information could not be less accurate… well, more or less.
Email marketing as a lead nurturing process
The situation is that, faced with such a complicated buyer journey, email marketing takes on a different role: lead nurturing .
What does this mean? If you weren't familiar with the term, lead nurturing is the strategy by which we connect the leads from an email campaign with our database and the company's sales department so that they can be evaluated or qualified.
The first and most important thing to do is to create the ideal buyer persona for the car in question (it is not the same to want to market a Spark car as a BMW, for example).
#ctaText??# Unsubscribing from your newsletter: why should you make it easy for them?
The way the buyer journey is drawn up will depend a lot on the way the buyer persona is outlined; basically, the implementation and synchronization of both concepts within the inbound process will define our content diet and style, what our landing pages will be like, the content that our social media channels will have, among others (and of course, this includes the newsletters that we send).
Subsequently, after our shipments and efforts, we will be able to capture a certain number of leads, which we must quickly identify in which part of the buyer's journey they are in order to provide them with more precise attention directed towards the purchase (and ultimately, the sending of subsequent content by email).
