06 Aug 5 Top Automotive Dealership Email Marketing Strategies
You’ve decided to implement automotive email marketing and you have the basics down. Good job! Now, it’s time to take that to the next level with some advanced tips. Check out our 5 top automotive dealership email marketing strategies that are guaranteed to bring you a higher ROI.
Tip #1 – Segment Your Lists
Once you’ve gone through the trouble of getting emails together and automatically adding new ones into the mix, it’s time to create customer touchpoints. Don’t put all your emails in one list and blast everyone with the same content. That simply won’t work.
You must keep track of the emails and understand where they come from. Then, you accurately target the leads with relevant promotions and materials. This increases your open rate and CTR. It also decreases the bounce and unsubscribe rates in the process.
For example, you don’t want to send someone information about a trade-in to a customer that just purchased a vehicle. All this leads to is frustration and a potentially lost customer. Segmented lists allow you to provide personalized content to the people who need it most.
Tip #2 – Minimize the Promotions
You know how vital it is to provide relevant and engaging content to your readers, but you must also limit how many promotions you offer. Audiences tend to tune out the emails which cause you to land in the spam folder.
As a rule of thumb, it’s often best to do one per month or quarter as part of your overall strategy. If people see only ads coming from you, they will unsubscribe quickly.
When you do release a promotional email, make sure it is good. Make it “exclusive” or “limited” to draw their attention.
Tip #3 – Run a Feedback Campaign
While most email marketing is geared at bringing content to your reader, there’s another aspect to consider. Focus on the flip side by engaging your client in a conversation.
With a strategized feedback campaign, you reach into an underutilized type of automotive marketing. Sure, CSI reports already gather some information, but they don’t go nearly as deep as this campaign does. You will notice a dramatic impact on the dealership related to your reputation and customer experience as a result.
To effectively produce a feedback campaign, you want to take the following steps:
- Decide what information is valuable about the customer’s experience.
- Create targeted emails for your customers. You can design a survey that requests customer feedback.
- If you receive negative feedback, do your best to solve the issues promptly.
- If you receive positive feedback, follow up by asking the client to publicly post the review on Facebook, Google, Yelp, etc.
Not only is this a great avenue to reconnect you to your customers, but it also shows your care for their experience.
Tip #4 – Optimize for Mobile
Email Monday estimates that up to 77% of email open occurs from a mobile device. You can’t have a successful automotive marketing campaign through email if it isn’t mobile optimized. This is a necessity unless you want to miss out on the majority of readers.
If you haven’t optimized up until now, you might have already lost a good chunk of your mobile customers. They got tired of the poor display and began ignoring your messages. Don’t miss out on one more client – invest in mobile optimization today.
Tip #5 – Re-Engagement Campaigns
In any email marketing campaign, you face a growing number of people that simply don’t care. It’s difficult to market to the group that doesn’t open your emails at all.
While it’s valuable to scrub email lists from time to time, the car business is unique because you should offer your clients more than 90 days.
Before deleting them, why not try a re-engagement campaign. It can’t hurt but might actually create some customers out of the cold market. Make sure the subject line is funny and catching and then provide them with useful content. Give them a special welcome-back promotion or invite them to an event you are hosting.
Maximize Your Dealership Email Marketing
Automotive dealerships can’t market like other businesses. For that reason, you require the use of a specialist to take your business where you want it to go. At AimLogic, we’ve worked with countless dealerships across the country to produce the ROI you desire. Let’s take your marketing to new heights together.