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If you are a car dealer, we don’t have to tell you how tough it is. It’s never been harder to survive in your business. The supply chain crisis, inflation, soaring gas prices, high turnovers and a litany of other problems continues to plague the industry. You have to markup preowned vehicles just to keep the lights on.

If you market to car dealers, your job is even tougher. We don’t have to tell you that either. But we have a good suggestion – just keep reading.

Automakers worldwide are building about 8 million fewer vehicles than previously planned because of product shortages, and many dealers won’t be able to completely restock their inventory until late summer or fall.

Voluntary employee turnover is going to jump nearly 20% this year, according to Gartner, the research firm. Besides the fast-food industry, no other category of business is being hit harder than car dealerships.

You don’t have to be a rocket scientist to get it. No inventory = no sales. It’s too difficult for many salespeople to make a living. And not just salespeople. This is true for sales managers, general managers, and F&I managers, too.

The employee turnover rate in the automotive industry was 46% in 2021, an all-time high. Today, it’s even higher. The contacts you had yesterday are gone today. They’ve moved on to “greener” pastures or have been replaced or the position has been terminated. So, now you know why your email campaigns are getting so many bounces, blocks, non-deliveries, or opt-outs.

This is our suggestion – buy an up-to-date list that will reach current and verified contacts at car dealerships, because they still need parts, products and services. This will help your sales. There are very few marketing list providers that continually update their databases and email lists. The Email List Company is one of them, so check them out.

A word of advice to marketers in the car dealer business. Get a fresh, updated email list before you move on to “greener” pastures – or get replaced or terminated.

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