One unexpected beneficiary of the supply-chain problems resulting from the COVID-19 pandemic? The auto-parts industry used email to reach out to DIY car mechanics who decided to fix up their car for resale at premium prices or to try to get another year on the road.
Vehicle and auto-parts sales were among the big gainers in January retail sales, which rose a higher-than-expected 13% over January 2021 and 3.8% over December 2021, according to eMarketer.
With new-car inventories at historic lows, thanks to manufacturing and shipping delays, brands like JEGS and 1A Auto Parts increased their weekly email campaign volume or sent more promotions like price reductions, percentage discounts, and buy-one-get-one-free offers. Some brands even increased both, like RealTruck.
Across all 22 brands in the Auto Parts/Accessories industry group in the MailCharts Index, email campaign volume rose 9.5% from 2021 to 2022.
Along with sending more campaigns, more brands included sales promotions in their emails. In this first business quarter of 2022, 80% of campaigns included a promotion. That’s up 7.3% over 2021 and 2.8% higher than the previous three months.
As a group, the Auto Parts/Accessories group is historically less active than other groups in the index. However, the group now sends an average 4 campaigns a week – twice as many weekly campaigns as its lifetime average of 2 campaigns weekly.
Note: Data like this, and much more, is available for dozens of curated industry groups like Auto Parts/Accessories. The MailCharts Index organizes hundreds of e-commerce brands – from household names to legacy and emerging brands – into dozens of similar industry groups such as Apparel, Food & Drink, Travel & Tourism, Beauty & Personal Care, Home & Baby, Footwear, and more.
MailCharts users can access varying levels of data and current emails sent by each brand in the group and use that data to speed up their campaign and competitor research and plan campaigns. Create an account today and check out your industry group, see recent emails and get top-level campaign volume and promotion rate data.
