How Hello Mazda of San Diego Activated Their Data with Fullpath to Elevate Their Email Marketing Strategy

Email marketing is a key pillar of any dealership marketing strategy. It’s efficient, easy to execute, and it reaches shoppers directly via their inbox. The importance of email marketing is clear, but many dealerships are missing the key factor that can increase the impact and effectiveness of their email campaigns: Data. 

The Power of First-Party Data in Your Inbox

When leveraged through a Customer Data Platform, shopper data is unified into a single, comprehensive profile, building a full picture of the shopper journey and their interests. When that data is activated using AI, dealers can automatically engage shoppers at every touch point of the customer journey using highly effective, personalized email content with zero manual effort. 

Looking to take their email strategy to the next level, Hello Mazda of San Diego partnered with Fullpath’s AI-powered email marketing solution, Audience Activation with the goal of automating data-driven, timely, personalized email campaigns for every shopper. In six months with Fullpath, the dealership transformed their email marketing by successfully sending over 296,000 targeted emails that achieved a 48.6% open rate. Overall, the dealership saw a 394% ROI on the partnership with a Cost Per Sale (CPS) of just $220.

Intrigue, engage, SELL. 

Fullpath Audience Activation works by activating first-party dealership data to automatically generate content at scale for every CRM lead at scale. The content is designed to engage shoppers with relevant, timely, valuable content in order to bring shoppers back to the dealership for their next purchase.  

From January to June of 2024, Hello Mazda of San Diego engaged 23,565 shoppers from their CRM with automated, personalized email campaigns. Of the nearly 24,000 engaged shoppers, 8.79% became active shoppers, bringing in 224 leads in 6 months. Over 21% of those leads resulted in a sale, 288% higher than the OEM defined benchmark.

In addition, by creating targeted content that speaks directly to shopper needs, Fullpath Audience Activation also helped keep the dealership’s unsubscribes to a minimum with just 0.71% of recipients opting out of future email offers. 

Just a Spoonful of AI is All You Need

A key feature of Fullpath Audience Activation is its ability to identify dead leads in the CRM and intelligently drip email those leads with personalized, targeted, data-driven content to bring them back to the dealership. 

Leveraging Fullpath, Hello Mazda of San Diego successfully engaged nearly 10,000 dead leads from January to June of 2024, turning 928 of them into active shoppers. These shoppers turned into 136 leads that ultimately led to 30 sales, all from leads that had previously been declared inactive. 

Activation is Where it’s At

Technology-driven, intelligent, marketing data-activation powered by Fullpath helped Hello Mazda of San Diego turn their email marketing strategy from just another marketing tactic, into a powerful source of sales opportunities and growth for the dealership. 

“Hello Auto Group is thrilled with the transformation of our email marketing strategy through our partnership with Fullpath, says Samantha Morrow, Director of Marketing at Hello Auto Group. 

“By harnessing AI-driven data activation, we have not only enhanced the effectiveness of our campaigns but also significantly boosted our engagement rates and sales. This tool has truly made a difference in our follow-up process, ensuring that customers are communicated with at the most opportune moments.”