Email offers the automotive industry a fantastic channel through which to build loyalty with consumers and add value to the car-ownership and brand experience. And in these tough economic times, with consumer spending dropping and marketers’ budgets being cut, it’s more important than ever to acknowledge the importance and effectiveness of the email channel and how it fits within the organization’s overall marketing efforts. It’s also a good time for marketers to take a step back and refocus on their email program and the value this high-return channel brings to the organization and its customers. Many marketers today, across numerous industries, are still guilty of running simplistic email programs that do not capitalize on the strengths of the channel, leading to consumer irrelevance and loss of interest.