Do you send email marketing messages to your customers? If you don’t use email to reach current customers and new leads, you are missing out on an opportunity to generate more revenue. It’s not too late to start using email marketing, however.
Email has not yet saturated the automotive market, and many dealerships do not use email at all. If you want to learn how to benefit from email marketing, read on. These are some of the most common questions dealership staff have when starting out with email marketing.
Is every other dealership currently using email marketing?
Surprisingly, no. Email marketing is huge in certain industries, such as retail and hospitality. Yet many automotive dealerships are not currently using it. This means that if your dealership chooses to send out email marketing campaigns you will stand out from the rest of the crowd.
What are the benefits of email marketing?
Email marketing is one of the most cost-effective forms of marketing. Print flyers, paid online advertisements and other traditional forms of marketing are expensive. If you want to add another type of marketing for your dealership, email marketing is the least costly. You can send thousands of emails every month for a very affordable fee. It also has a very high rate of return, as compared to other marketing methods. It is an effective way of connecting with customers, and it is highly profitable. You can easily personalize email messages for each customer by using an automated email tool. Personalized emails generate customer interest, bring in new and repeat business and increase your revenue.
Email marketing is a great way to build your brand. By sending out consistent messages, you reach out to your current customers and also to new prospects. Each email newsletter keeps subscribers up to date on your new products and services. In addition to your other marketing, sending emails is a great way to generate interest and is ideal for time-sensitive promotions. Emails are easy and quick to create and send, so you can get them out right away. They are also opened quickly, making them perfect for seasonal promotions and limited time coupons.
How do I select the right email marketing solution?
Research which solutions are used by other dealerships and automotive businesses. Read reviews in order to learn which email marketing solutions are popular and highly rated. The key to finding the ideal solution for your needs is to take advantage of free trials and customer care representatives. Make a list of features you want and a list of questions you have, then begin trying different email marketing solutions. Most offer a limited time free trial and customer support.
If you can’t figure out how to use the solution, contact customer support and get them to guide you through it. They may even offer you a free demo. If you still can’t use it after that, it’s probably not the simple solution you are looking for. By testing potential email solutions, you will get the inside scoop and learn how the tools work. Ask the customer service representative if the solution includes the features you need. Remember, they are there to help you!
How do I gain email subscribers?
Don’t buy or rent lists of email contacts. You could face fines and other legal action, and it’s also a waste of time and money because these people will not be engaged with your emails. Instead, focus on gaining opt-in subscribers who are interested in receiving your emails.
Ask your current customers if they would like to receive promotional emails. You have to provide attractive incentives so people will want to sign up. How will subscribing for your emails benefit them? Will subscribers receive coupons and discounts for products and services? Will they get appointment reminders when it’s time to bring their car in for service? Whatever benefits you are offering, make sure people are aware so they want to subscribe.
Gather signups at automotive shows and dealership events. Provide your staff with tablets and online signup forms so they can complete quick signups while they are talking with customers and leads. Meet and greet, ask if the person is interested in signing up for your emails, tell them the benefits, then enter their contact information on your tablet.
Your website is another great spot to gather new subscribers. Keep an online signup form on your website and social media pages so visitors can easily subscribe for emails while they are browsing. And remember, advertise those signup benefits front and center!
What types of email messages gain the best results?
Think about what would make you want to open an email if it came into your inbox. An attention-grabbing subject line is the first way to make an impact on a subscriber. Keep it concise and tell the customer what to expect when they open the email: “10 Best Tips for Winter Vehicle Maintenance” or “20% Off Your Next Oil Change.” Emails that generate customer interest include personalized reminders and notifications based on each customer’s unique vehicle history and type. Personally targeted messages are easily accomplished using an automated email marketing solution. Other messages include promotions, seasonal sales, time-sensitive coupons and contests.
Remember These Key Tips
- Do your research. Make a list of features you want. Read reviews, take advantage of free trials and ask questions.
- Focus on gaining opt-in subscribers for your email campaigns rather than purchasing lists of email addresses.
- Tell people about the benefits of subscribing for your emails.
- Keep signup forms available in many different places, including tablets at automotive shows and dealership events, your website and your social media pages.
Email marketing is very lucrative and builds customer loyalty if done properly. It is an effective way of making your dealership stand out, and you can provide real value to your customers by keeping them up to date with personalized email messages.
Author: Shawn Ryder
Shawn Ryder works with the Automotive Industry to automatically send communication to customers based on their individual preferences and unique dates, vehicle type, service requirements or other available information. Previously, as Co-Founder of training and coaching organizations, Shawn worked with clients to ensure the training and coaching sessions meet requirements for Volvo North America, Ford Motor Company and retail dealerships using a variety of delivery channels, including workshop and in-dealership implementation coaching.