How Newbold BMW Unlocked Unprecedented Email Success with Fullpath

Dealership marketing teams face a constant barrage of tasks, from market research and audience segmentation to content creation and reporting. While every dealer possesses a wealth of first-party data that can enhance each of these individual functions, without organizing it or using the right technology to activate that data, marketing teams will continue to feel burdened by their ever-growing responsibilities.

Centralizing all of a dealer’s data in one place simplifies data analysis, enabling AI-powered marketing automations to turn that data into shopper engagement without requiring additional human intervention. This frees up the team to focus on other valuable tasks.

Streamline, Not Multiply 

The goal of any marketing tool is to streamline processes and drive results. A single, versatile platform that handles multiple tasks can be more valuable than a collection of specialized tools. It reduces complexity, improves workflow, and ultimately empowers marketing teams to achieve their objectives more effectively.

Fullpath Audience Activation is a smart, data-driven email solution designed to leverage a dealership’s first-party shopper data to automatically engage shoppers across the sales funnel with personalized, valuable, timely email campaigns. By leveraging artificial intelligence, Audience Activation automatically segments highly-granular audiences, and generates captivating email subject lines and content, to engage dealership shoppers at scale. 

In partnering with Fullpath to streamline their email marketing, Newbold BMW  saw a 27x ROI in just six months. Let’s delve into the specifics behind this success.

The Future is in Personalization

Audience Activation takes dealership emails beyond the generic blast, personalizing emails for every single customer. From the date they launched Audience Activation at their dealership in February through August, Newbold BMW successfully engaged nearly 10,000 shoppers, by sending 193,369 emails that achieved a 57% open rate — an extraordinary 272% increase over Fullpath’s  OEM benchmark. 

Even with nearly  200,000 emails sent, Newbold BMW successfully maintained a less than 1% unsubscribe rate.

The Right Time, Every Time

By leveraging a dealership’s unified first-party shopper data, Audience Activation can successfully engage with every shopper with the right message wherever they may be on their personal shopper journey. This engages shoppers on a deeper, more personal level, offering value at every touchpoint. 

The result of this hyper-targeted engagement? A remarkable 36.69% lead-to-shopper conversion rate, significantly exceeding the OEM benchmark by 278%.  From just 1,063 leads, they closed 40 sales, highlighting the power of timely, personalized communication.

AI Never Sleeps

Sales teams, facing time constraints, must prioritize their leads.  Audience Activation leverages artificial intelligence to bridge the gap, engaging leads that might otherwise be neglected due to their seemingly low potential. Fullpath uses targeted messaging to re-engage these seemingly inactive leads, turning them into valuable sales opportunities.

Newbold BMW saw the impact of this approach firsthand.  Not only were they able to keep positive leads engaged, but Audience Activation also successfully re-engaged 4,805 leads previously marked as lost. This resulted in 1,374 of these leads becoming active shoppers, an impressive conversion rate of 28.6%.  Even more remarkably, 4.02% of these active shoppers ultimately made purchases, translating into 20 sales generated from leads that were no longer considered viable prospects. 

“Audience Activation has elevated our dealership to new heights,” says Joe Barhoumi, Internet Manager at Newbold Toyota BMW. “The consistent, timely communication with our customers has put us on par with large corporations. In truth, our dealership now does a better job at sending targeted emails than most Fortune 500 companies.”

“Before utilizing Fullpath Audience Activation, it felt like our customers rarely heard from us. Now, our products are consistently placed in front of our client base on a daily basis. It’s not just about the volume of emails, it’s about the message and timing. That’s the real advantage of this tool. It enables us to identify the right customers and engage with them at the most opportune moments. This is how effective marketing is done in the 21st century.”