How Heuberger Subaru Achieved a 53% Email Open Rate and Unlocked New Streams of Revenue with Activated Data

When it comes to data, the more you have the better off you are. The flip side of that coin, however, is that data is only as good as what you do with it. Without visibility into your data and the ability to activate it, data is really just data.

Fullpath Audience Activation is a powerful data activation tool designed to dig deep into a dealership’s first-party data through the Fullpath Customer Data Platform (CDP) to engage every contact in the CRM on a personal level. This AI-driven technology helps dealerships use their data to drive sales, reactivate cold leads, and build valuable, long-lasting customer relationships with the power of data. 

For Heuberger Subaru, Fullpath Audience Activation represented a new world of possibilities for optimizing their marketing outreach and building customer relationships. The dealership launched their Fullpath partnership in August of 2024, and by December, the dealership had closed 131 attributed sales, and achieved an incredible 2038% ROI.

Make it Personal

One of the most powerful benefits that comes from activating a unified set of data is the ability to personalize outreach based on what the dealership already knows about the shopper. Fullpath Audience Activation helps dealers automate their outreach at scale so they can engage every single shopper in the CRM with what matters to them. This helps to increase shopper engagement while also building trust by showing that the dealership understands and can meet their needs. 

With the power of Fullpath’s AI in place at their dealership for just 5 months, Heuberger Subaru automated and sent 639,711 hyper-personalized emails that achieved a near 53% average open rate, more than triple the industry standard of 15%. Fullpath also sent 5,386 targeted, personalized text messages on behalf of the dealership, achieving a 23% Click Through Rate (CTR).

Fullpath’s data-driven, AI-personalized emails and text message campaigns successfully engaged a total of 52,790 shoppers and re-engaged over 3,200 leads that had been previously marked dead or lost. Those shopper engagements resulted in nearly 1930 leads, ultimately resulting in 191 closed sales. 

Detailed, Data-Rich, Actionable

Fullpath Audience Activation directly integrates with Fullpath’s CDP, ensuring every shopper engagement executed by the platform is fed directly back into the CDP to create data-rich, real-time shopper profiles. This enables the dealership to see the full picture of both the shopper, and the impact of Fullpath’s outreach. 

“It’s not just a timeline, site number, or a series of engagements that I see in Google,” explains Alex Gauthier, Director of Marketing for Heuberger Subaru. 

“What I actually see is that Joe Smith got this email from me, immediately clicked through to a particular VDP on the website, and then visited 5 more VDPs after that. So now I have the ability to hit him again with a more specific marketing message – that is, if Fullpath didn’t already do that for me.”

By using a CDP-integrated solution, Heuberger Subaru ensures that all shopper activities are injected into the shopper profile in real time and is used to enhance their next engagement – be it email or SMS – so that every piece of content hits the mark. This increases the likelihood of closing a sale all while creating a positive shopper experience at every touch point. 

Equity-Elevated Engagements

As a natural part of doing business, dealerships gather critical equity data about their customers. When activated and leveraged correctly, this data can play a huge role in increasing the lifetime value (LTV) of the dealership’s customers by driving repeat business. 

Fullpath’s Equity is a uniquely powerful solution designed to offer the dealership deep visibility into their customer equity. The product works by injecting equity data into the dealership’s customer profiles, and offering actionable CDP audiences and reports that can be leveraged by the dealership team in their outreach efforts. When combined with the power of Fullpath Audience Activation, the dealership can execute equity campaigns that contain valuable, personalized, equity-based offers designed to compel customers to come back to the dealership and make their next purchase.

Leveraging Fullpath’s Equity as an Audience Activation power-up, Heuberger Subaru executed 75,587 personalized, equity-based emails over the course of 5 months. By speaking directly to the needs and individual equity status of each customer, Heuberger Subaru successfully engaged 20,354 customers and brought in 392 equity-influenced leads, an impressive 21% of all Audience Activation leads in that timeframe.  Those leads resulted in 39 equity-influenced sales which directly increased their customer lifetime value, all while building new levels of trust that could contribute to yet another sale down the road. 

“I was an early adopter of the philosophy that we have this goldmine of data that we really weren’t doing anything meaningful with,” explains Gauthier. “Having this access to our own first-party data represents a completely new horizon of what’s possible.”