Content
How to Run Successful Email Marketing for Car Dealerships
July 14, 2023
11 min
If you increase customer retention by 5%, your car dealerships’ profits may eventually grow from 25% to 95%. Automotive email marketing is an effective tool that shouldn’t be neglected. At Promodo, we offer comprehensive retention marketing solutions for our clients from the automotive industry. Let’s view email marketing strategies for car dealerships in detail!
In today's digital age, effective retention strategies are essential to driving success in the competitive automobile industry. And when it comes to connecting with your target audience, automotive email marketing emerges as a powerful tool that can take your dealership or car company to new heights.
Your car dealership, automotive eCommerce, or car service can gain the following benefits, by launching automotive emails:
Automotive email marketing allows you to reach a specific audience who has shown interest in your dealership or cars. By building a quality email list of subscribers who have willingly provided their contact information, you can ensure that your marketing messages are delivered to individuals who are more likely to be interested in your offerings. As a result, such a targeted approach increases the chances of engagement and conversions.
Email marketing for car dealerships or automotive eCommerce enables you to personalize your communication with people in your contact list, addressing them by their names and tailoring content based on their preferences. This personal touch helps in building stronger connections and fostering long-term relationships with potential and existing customers. By consistently delivering valuable and relevant content, you establish trust and position your dealership as a trusted resource.
Compared to other marketing channels, automotive email marketing is a cost-effective solution for car companies and dealerships. With minimal expenses required for designing and sending emails, it provides a high return on investment (ROI) potential. Additionally, automation in retention marketing allows you to streamline and optimize campaigns, saving time and resources.
As 50% of people buy from marketing emails, auto dealerships email campaigns can effectively drive sales and conversions for businesses in the automobile industry. By strategically including call-to-action buttons or links within your automotive emails, you can direct recipients to take specific actions, such as scheduling test drives, requesting quotes, or exploring inventory. Well-crafted emails with persuasive messaging and compelling offers can significantly influence purchase decisions and lead to increased sales.
Automotive email marketing for car dealers is not only about acquiring new customers but also nurturing and retaining existing ones. By regularly engaging with your customer base through email newsletters, updates on new models, exclusive promotions, gamification, or loyalty programs, you can strengthen customer loyalty and encourage repeat business. By staying top-of-mind and maintaining consistent communication, you increase the chances of customer retention and word-of-mouth referrals.
Email marketing provides valuable insights and metrics that allow you to track the performance of your campaigns. From open rates and click-through rates to conversions and unsubscribe rates, you can analyze the data and gain insights into recipient behavior, preferences, and engagement levels. This data-driven approach empowers you to refine and optimize your email marketing strategies for better results.
“You also need to consider the seasonality issue in some niches of the automotive industry. For example, in tire eCommerce, autumn and spring are high seasons. That’s why open rate (OR) and conversion rate (CR) grow in these seasons”. Yaroslav Stetsenko, Middle Retention Marketing Manager
Boosting ROI on automotive emails using email marketing for car dealerships requires a strategic approach and implementation of best practices. Here are some tips to help you maximize your email marketing efforts and increase your return on investment (ROI):
According to recent data, a staggering 73% of dealerships admitted to neglecting any form of list segmentation. This means that they indiscriminately send out identical content to all subscribers without any differentiation.
At Promodo, we recommend segmenting your automotive email list based on relevant criteria such as demographics, purchasing history, interests, or vehicle preferences. This allows you to tailor your messages and offers to specific segments, increasing the relevancy and effectiveness of your automotive dealership marketing.
A significant 50% of consumers choose to unsubscribe from email lists primarily due to the lack of relevance and personalization in the emails they receive. That’s why use personalization techniques to address recipients by their names and customize content based on their preferences. Personalized emails have higher open and engagement rates, leading to better conversion rates. Leverage the data you have on your subscribers to create personalized experiences and build stronger connections.
“When it comes to automotive email marketing, a highly effective strategy is to implement conversion triggers based on user actions. These triggers are designed to target specific user behaviors such as abandoned carts or views, price drops on items that have been previously viewed, and the availability of restocked products”. Yaroslav Stetsenko, Middle Retention Marketing Manager
Email marketing for automotive industry requires delivering valuable and relevant content to your subscribers. Share industry news, tips for car maintenance, exclusive promotions, or updates on new models. Strive to provide information that your subscribers find useful and engaging. High-quality content positions your dealership as a trusted resource and increases the likelihood of conversions.
Incorporate visually appealing images, videos, or GIFs as part of your email marketing for car dealerships. Visual content helps capture attention, enhances the overall user experience, and increases engagement. Use visuals to showcase new car models, highlight special offers, or create interactive content that encourages interaction and clicks.
Each email from car dealerships should have a clear and compelling call-to-action to have effective automobile industry marketing. Make sure your CTAs are prominently displayed, use persuasive language, and direct recipients to take specific actions such as:
Optimize your landing pages to provide a seamless transition from the email to the desired action, ensuring a smooth user experience.
When the car dealership’s potential customer receives an email newsletter on their smartphones or tablets, it’s critical to provide them with a seamless and engaging experience. A poorly optimized newsletter of a dealer can lead to frustration, high bounce rates, and missed opportunities. By taking the time to optimize your automotive email content and design for mobile devices, you can capture the attention of your audience and drive more traffic to your dealership.
Marketing in automotive industry requires testing different elements of your email campaigns, such as email templates for car dealerships, subject lines, content formats, visuals, CTAs, send times, or other components of automotive email templates. A/B testing allows you to identify what resonates best with your audience and optimize your campaigns for better results. Use the insights gained from testing to refine your automotive mail marketing strategies and continually improve your ROI.
In terms of marketing for car dealers, you need to monitor key email marketing metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates. Analyze the data to understand the performance of your automotive email campaigns and identify areas for improvement. Use the insights gained to make data-driven decisions and refine your email marketing strategies for better ROI.
By implementing these automotive email marketing tips, car dealerships can enhance the effectiveness of their email marketing campaigns, increase engagement, and ultimately boost their return on investment. Remember to always prioritize providing value to your subscribers and deliver personalized, relevant content that resonates with their needs and interests.
Team Lead of Content for promodo.com
Content marketing manager at Promodo with 7+ years of writing.
When creating valuable business content, I always seek fresh data, interesting facts, the expertise of professionals, and meaningful insights to bring relevant ideas to the audience. I believe that good content can enrich the experience of marketers, empower business owners to make data-driven decisions, and enhance companies in growth.
Middle Retention Marketing Manager
I have 4 years of experience in retention marketing.
During this time, I have had the opportunity to work with various prominent eCommerce projects, both in improving and refining existing ones, as well as initiating the development of retention marketing strategies from the ground up.
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