How Bell Lexus North Scottsdale Won Over 1,600 Leads From Email in 6 Months with Fullpath

The accessibility of artificial intelligence (AI) offers an important opportunity for dealerships to take a step into the future by enhancing their marketing strategies and customer engagements. AI’s ability to analyze large volumes of data and respond to its findings in real time can simplify marketing processes, making it more effective and efficient, while offering significant benefits for both the potential customer, and the dealership itself.

Audience Activation, Fullpath’s AI-powered email and SMS marketing solution enables dealers to activate their first-party data through the Fullpath CDP to automatically execute highly targeted, personalized campaigns. Fullpath’s AI analyzes shopper data in real time and, using that information, automatically segments shoppers into highly-specific audiences. The AI then generates individualized content for every shopper in the CRM at scale based on their personal preferences and needs – with zero manual effort required on part of the dealer. 

For Bell Lexus North Scottsdale, a Berge Auto Group dealership, this deep level of targeting and personalization has helped transform their email marketing efforts, increasing their campaign effectiveness. As a result, in the second half of 2024, the dealership increased their email open rates to 57.62%, leading to 103 email attributed sales. 

Quantity Without Sacrificing Quality 

Drawing on the dealership’s first-party data through the CDP, Fullpath executes multiple campaign types, ensuring every shopper receives content that is relevant to their needs at that moment. From vehicle specific content based on shopper website activity, to equity-based offers driven by shopper equity status, Audience Activation’s AI-powered campaigns are designed to hit the mark every time. 

Leveraging the combined power of their dealership’s data and Fullpath’s AI, Bell Lexus North Scottsdale automated and sent over 380,000 highly personalized emails to their shoppers from June to December of 2024. These emails successfully engaged over 26,500 shoppers, turning 6,421 email recipients into active shoppers – all made possible through valuable, timely, highly individualized content.

Leads that Actually Lead to Sales

There is an added benefit of personalized, targeted content: leads that come in through that content are actually interested in what is being offered. A shopper who visited the dealership website a few days ago and viewed a specific VDP then goes on to receive an email offer about that specific vehicle. When they convert into a lead through that email, it means they are truly interested in learning more about that car and that particular offer. With Fullpath in place, Bell Lexus North Scottsdale successfully brought in 1,644 quality leads in the second half of 2024, of which, 103 ultimately converted into a sale. 

Uniquely Qualified Leads 

Personalization and highly relevant, valuable content, naturally improves lead quality by offering shoppers what they want, reducing the cost per sale for the dealership. In partnering with Fullpath, Bell Lexus North Scottsdale achieved a Cost Per Sale (CPS) of $92, and achieved a 54x Return on Investment (ROI).

“Dealers have the ability to have too much data so they need someone to help them. A CDP helps them to fulfill that gap of ‘I have all of this data, how do I get in front of the right customer at the right time?,’ explains Emily Androsky, Marketing Director at Berge Auto Group. “Fullpath has really helped us micromanage that customer touch point to be more deliberate so that we’re never losing that customer.” 

“We’re really happy with Fullpath. They’re helping us truly look at the customer from more facets that we even realized existed so that the journey beginning to end is something they feel happy with.”