Dealers unable to match a buyer with the right car at their first enquiry could retain the sales opportunity through relevant stock updates, according to research commissioned by TekCor4.
The automotive data and intelligence company found that 68% of prospective buyers would be more likely to remain in contact with a dealer that emailed them about suitable vehicles after an unsuccessful initial enquiry.
Interest was strongest among younger buyers, reaching 75% for those aged 18 to 25. Just 6% of respondents said they did not want updates about suitable stock.
The findings suggest that an enquiry which does not immediately produce a sale can still provide an opportunity to match incoming stock with an interested buyer.
Stock alerts keep enquiries active
TekCor4 also examined responses to more than 13.5 million automated marketing messages sent on behalf of over 600 UK dealers during the first three quarters of 2026. Many followed website visits and initial digital interactions.
Within that analysis, its dynamic Stock Alerts, which feature vehicles similar to those a customer previously enquired about, achieved an average open rate of 45% and a click-through rate of 18%.
The company said 13% of customers who clicked on a car within a stock alert subsequently bought that exact vehicle.
TekCor4 separately reported a 10% conversion rate and more than 25,000 conversions, attributing over £31.5m in additional profit to the emails. The release did not explain the calculation bases for those measures or how incremental profit was established.
Jeremy Evans, director, marketing services at TekCor4, said: “The findings underline the important role that automated lead management tools can play in helping retailers to qualify and re-engage large numbers of customers and prospects, directing them into the sales funnel.”
Finance renewals offer another opening
The survey also found that 61% of customers with an existing finance agreement would welcome contact from their dealer about relevant model launches and offers as they approach the end of their agreement.
Some 23% said they would not want to be contacted, highlighting the importance of understanding individual customer preferences when planning follow-up activity.
Evans said: “The car buying journey doesn’t stop simply because in that moment the retailer can’t supply the car the customer really wants at the price they are prepared to pay.
“Most of these customers are still in the market for a car, and these new metrics demonstrate the value of a contact plan that uses automation to help qualify and convert enquiries at scale. These alerts can also be used to secure high-quality, brand-specific stock with known history, via part-exchange.”
TekCor4’s campaign results relate to activity carried out for participating dealers rather than a market-wide measure of email performance.
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