How well does Nurture work over time?
Some Dealers may find themselves wondering how Nurture can continue to bring in so much return on investment over time if audiences are created with so much all-inclusive and historical data from your CRM.
The Short Answer
Nurture continues to perform and provide huge value for dealerships weeks, months, even years after activating for a few reasons:
1) new opportunities are always being added to your CRM, and since AutoLeadStar syncs with your CRM and pulls in new data daily, you will always have new leads you can feed into the Nurture audiences.
2) older opportunities and dead leads in your CRM don't suddenly begin receiving aggressive emails and communications from your Dealership - the older opportunities, dead leads, and those who never purchased from your dealership will enter audiences dynamically based on their behavior, their actions - their intent.
The Longer Answer
The question is really important because it is grounded in an approach (and technology) that is somewhat outdated. Unlike some other nurture or automated email products which Dealers may have used or are familiar with, the entire AutoLeadStar platform is built around data connectivity which allows us to put your customers at the center of all communication.
This data connectivity allows us to pull in activity from your website (what has the customer been looking at, how often, from what traffic sources etc.) , Google ads, Social Ads (what ads have they seen, clicked on, and on which platforms), and of course email activity (which emails were sent, opened, clicked on etc.) to gauge not only which emails and via which channels are most appropriate for each customer, but also, and more importantly, how often and exactly when a customer or opportunity should receive communication. Nurture uses intent signals across all available channels to determine who gets which emails and when.
Nurture is not setting up a static flow that every opportunity or customer goes through; there's no concern about "running out of emails" or missing certain engagements in a series. Engagement in Nurture is not linear or fixed, rather its a system of dynamic emails and constantly updated audiences combining and sending according to a myriad of data points and orchestrated with sophisticated precision, powered by artificial intelligence.
The question is important because it reflects an older way of setting up simple, rules based automations which are not necessary or relevant in 2022. Nurture was built for forward thinking dealers who understand the importance of speed, scale, and specificity in their marketing activities.