How Horne Kia Skyrocketed Shopper Engagement Using Data-Driven Emails Powered By Fullpath’s AI

The average inbox is flooded with over 100 emails per day, most of which are trying to sell one thing or another. The key to cutting through the clutter and actively engaging shoppers lies in data-driven personalization, especially for today’s car buyers. By delivering highly targeted messages that resonate with individual customers, dealerships can increase engagement, drive conversions, reduce costs, and build lasting relationships.

Data: The ‘Open Sesame’ Your Emails Need 

Fullpath Audience Activation tackles this challenge head on, giving dealers the technology they need to activate their first-party data to execute highly personalized AI-powered email campaigns at scale. Every email is automatically crafted to include highly relevant content to specifically target the latest interests and needs of each customer pulled from the dealership’s real-time data. This advanced technology delivers targeted messaging that is likely to resonate with each individual shopper, including content like specific offers on vehicles the shopper has previously shown interest in. 

Horne Kia of Gilbert, Arizona was looking for a way to go beyond the generic email blast and activate their lead database with effective, engaging content. The dealership partnered with Fullpath and immediately saw the difference: From January to June of 2024, the Horne Kia successfully sent over 1.4 million highly personalized emails and achieved an impressive 47% open rate, igniting a new level of engagement with their customers.

It’s What’s on the Inside that Counts 

Fullpath Audience Activation is a data activation channel that has revolutionized email marketing by enabling dealers to leverage their first-party shopper data to craft 1:1 compelling, data-driven content at scale that connects with their audiences and improves their bottom line. 

In those 6 months, the dealership successfully engaged 66,534 shoppers with data-driven, personalized email content. Almost 15% of those shoppers became active shoppers at the dealership, 192% higher than the OEM benchmark. That’s close to 10,000 active shoppers that were brought to the dealership directly from data-driven email content. 

Data Activation is the Name of the Game

Getting someone to open your dealership’s email amid hundreds of others is a feat in itself, but getting them to click and convert is the holy grail. Horne Kia achieved both with Fullpath’s AI-powered personalization, proving that truly understanding and catering to individual customer interests is the key to standing out among the crowd.

From January to July 2024, Horne Kia received 3,511 leads and closed 104 sales directly attributed to Fullpath’s email activities. The dealership also achieved a $92.31 Cost Per Sale (CPS), underscoring the full impact of Fullpath’s AI-powered technology.

As an added bonus, by leveraging Fullpath Audience Activation, the dealership successfully reengaged 29,499 leads that had been marked dead or lost in the CRM. Over 4,000 of those leads turned into active shoppers and ultimately brought in 1,472 leads which resulted in 45 sales proving that even the coldest lead can be warmed with the right content. 

“No other solution so quickly impacted clicks, calls and email leads like Fullpath,” says April Simmons, Corporate Internet and Marketing Director for 14 locations under the Horne Auto Group umbrella.

“It has been one of the best decisions we have made, implementing them. Another huge win as a dealer – the process is automated so no additional work. Wow, what a win/win for dealers.”