Car Shoppers Want Initial Communications Via E-mail

Share this content:
Consumers shopping for new cars online prefer to be contacted by dealers first via e-mail rather than phone, according to study released last week by automotive market research firm Friedman-Swift Associates, Cincinnati, and online automotive products and services provider The Cobalt Group, Seattle.


Eighty-two percent of surveyed respondents preferred an e-mail reply to initial online inquiries; 10 percent had no preference; 7 percent asked for a phone call; and only 1 percent preferred a fax response.


Consumers also expect quick replies to their inquiries, but aren't always receiving that attention. Eighty-two percent said they expected e-mail replies in 24 hours or less, but only 55 percent of dealers responded within that time frame, and 19 percent didn't respond at all, according to the survey.


The report suggests that auto dealers will need to consider writing skills in addition to verbal skills when hiring salespeople in the future, according to Judy George, senior vice president of Friedman-Swift, who coordinated the study.


These findings do not suggest that e-mail is replacing phone calls for car dealers and shoppers, George said. Phone calls are preferred later in the consumers' decision-making process.


Key findings of the research are available at www.friedmanswift.com. Of the 934 consumers who responded to the survey, 77 percent said they planned to buy a car within the next year.
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above