With car buyers representing just a sliver of the population, roughly 2% at any given time, dealers can’t afford to waste outreach. The difference between being remembered and being ignored comes down to one thing: relevance. In this episode of Marketing Matters, Digital Marketing Director Colin Carasquillo explains how consistent, personalized messaging keeps dealerships visible and profitable in a hypercompetitive marketplace.
Today’s auto sales environment is saturated. With every dealership vying for the same 2% of consumers who may be in-market, standing out requires more than clever slogans or flashy graphics. Visibility is critical, but visibility alone isn’t enough. The key to driving growth is delivering relevant messages with frequency.
A daily example of this in action is WineText, an e-commerce wine service created by Gary Vaynerchuk. Subscribers receive daily text messages featuring wine deals, descriptions, ratings, and tasting notes. The message is short, predictable, and directly tied to the recipient’s interests. Whether the customer acts immediately or not, they’re consistently reminded of the brand’s value, and when they’re ready to buy, they do.
“You shouldn’t fear staying top of mind, you should truly fear being forgotten.”
Dealers should think the same way. Don’t be afraid to reach out frequently. Be afraid of sending messages that don’t resonate. Outreach fails when it’s impersonal, like a CRM email that says, “Thank you, your name” for your interest in “insert make and model.” That kind of broken automation leads to disengagement.
First, ensure that all CRM systems are functioning correctly, including dynamic fields. But more importantly, go beyond automation and deliver messages that speak to the customer’s specific interests and behaviors.
According to Salesforce, 80% of consumers are more likely to make a purchase when they receive a personalized experience. That stat should be a rallying cry for dealers who still rely on one-size-fits-all follow-ups. Relevant messaging paired with consistent outreach isn’t annoying—it’s appreciated. When communication aligns with what the consumer genuinely seeks, engagement increases, and so does conversion.
Data supports this approach. A 2023 OmniSend report shows that dealerships that send three to four emails per week often see higher revenue per recipient. The content matters more than the cadence. When those messages are personalized and tied to actual interest, such as a customer’s inquiry on an EV or a specific model, the outreach feels valuable rather than intrusive.
Text messaging is especially powerful. 90% of texts are read within three minutes, making them one of the most effective ways to maintain visibility. Even if the customer doesn’t respond, the message is seen. For many, this light-touch format feels less intrusive and allows for quick interaction. Emojis, short replies, or simple acknowledgments go a long way in building rapport.
It’s also important to align sales and marketing teams. Marketing can’t just create opportunities and leave it to sales to convert. The messaging must continue through the sales process in a way that supports what the consumer has already experienced. That follow-through is what turns leads into relationships and relationships into revenue.
The bottom line is this: consistent communication only works when it’s relevant. Frequent emails and texts that provide no value will drive consumers to unsubscribe and disengage. But frequent, personalized messages show attentiveness, care, and a genuine desire to serve the customer. That’s how dealerships stay top of mind without becoming a nuisance.
Dealers must stop relying on outdated templates and broken automation. Rebuild messaging strategies to focus on personalization, relevance, and frequency. Stay helpful. Stay visible. And most importantly, stay relevant.
Because being forgotten is far worse than being persistent.
