Automotive Email Marketing Made Easy in 5 Steps
A great customer experience is everything.
Creating brand loyalty in today's computerized world requires excellence and speed at every step of the automotive customer lifecycle, from first contact to repurchasing. If your dealership can't keep pace, we can guide you through a digital transformation to streamline your operations.
We provide a comprehensive and tailored solutions suite that converts manual tasks and face-to-face interactions to the digital applications you need to create a fantastic customer journey.
When done correctly, automotive email marketing can be a valuable demand and lead generation tactic. However, this strategy is often underutilized or poorly executed, as many dealerships do not know what steps to follow.
This article discusses five such steps and explains why they are valuable additions to any email campaign.
Automotive Email Marketing: 5 Strategies
Dealers should consider implementing the following five strategies in their marketing plan:
1. Collect the Right Email Addresses
The first step in automotive email marketing is acquiring the correct customer contact information. The strategy will stall if the content does not reach the right audience.
Fortunately for dealerships, collecting email addresses from interested parties should be relatively easy because most departments are customer-facing. Dealerships interact with customers at several points, supplying multiple opportunities to collect email addresses.
These opportunities include (but are not limited to):
- Car purchases
- Parts and service appointments
- The website’s blog page
- Local events
Collecting contact information from would-be customers already visiting the dealership is relatively straightforward and requires minimal time and effort. This strategy also ensures that the database includes quality leads, as each contact is someone who has already interacted with the dealership.
2. Offer Valuable Content
Customers are information-hungry, whether it be about who has their preferred car in stock, the safety features of a particular vehicle, or the recommended interval for oil changes.
A successful email marketing campaign always provides this type of educational content. It might also include:
- Special promotions
- Seasonal sales
- Community announcements
The appropriate content can help build customer trust and establish the dealership as an industry authority and thought leader.
3. Use Triggered and Automated Emails
Email automation streamlines customer engagement and conversions, while behavior-based triggers help dealers decide when and where to maximize campaign results.
The benefits of automation and triggers include the improvement of several key performance indicators (KPIs), including:
- Customer retention
- Email revenue
- Overall campaign ROI
- Customer lifetime value
Dealers can tailor emails to specific makes and models or client demographics, allowing them to communicate on a personal level using dynamic content customized for each customer type.
4. Respond to All Email Inquiries
Even after collecting the correct contact info, creating the right content, and setting up the most effective triggers, many email-generated leads still go unanswered by dealers. Of those the dealer does answer, many responses fall short and do not offer all the critical information.
- Not mentioning if the desired car was available on the lot
- Not listing pricing information
- Not providing the brand or vehicle’s value
Poor dealer interactions and insufficient responses are significant reasons why many consumers switch brands, regardless of the industry. To combat this loss in sales, dealers should prioritize inquiry responses and invest the necessary time and resources to ensure they are prompt and thoughtful.
5. Make Emails Mobile-Friendly
In today’s tech-heavy and fast-paced world, consumers expect access to information wherever and on whatever platform they choose. More email openings occur on mobile devices daily, making mobile optimization crucial to any automotive email campaign.
All email marketing systems should include mobile functionality in their email layouts. If dealers send out customized templates, they should verify that each is dynamic and mobile-friendly.
Without including these modifications, dealerships will lose out on a sizeable part of the following:
- In-person follow-ups
Lastly, optimizing images for mobile display can be a time-sensitive exercise. Dealers may struggle to regain the interest of mobile users who rejected messages because of the unappealing visuals, so remedying that issue immediately is vital.
The Best Email Campaigns Require the Best Digital Solutions
The steps mentioned above bolster automotive email marketing campaigns by finding the likely audience to buy from and sell to your dealership.
However, making the most of potential trade-ins requires the industry’s best conversion solutions that attract more shoppers to the showroom. Without boosting traffic, your opportunities to secure more trade-ins and second car purchases will dwindle significantly.
Contact us today and discover how Affinitiv’s Trade-in Valet can augment your automotive email marketing strategy by helping you send your content to high-quality leads, complete more trade-ins, and boost revenue.
All | May 02, 2023