Many automotive dealers fail to understand the power of consistent email marketing and just how profitable it can be.
More often than not, your ‘list’ is made up entirely from people who have opted-in to receive emails from you by their own free will; as in,your list is made up of prospective buyers who have personally chosen to get updates about offers, news, and specials from your car dealership.
Why deny your email list what they signed up for in the first place?
Email is the easiest medium to have a direct, one-to-one conversation with your prospects – compared to other car dealership digital marketing methods, email gives you the most control over what your customer’s see and hear from you.
Plus, email marketing is (mostly) free; you own your email audience, and it costs little to no money to continue marketing to your list via email broadcasts.
It’s not uncommon for car dealers to feel scared about ‘bothering’ customers with promotional emails – here’s why that’s wrong, and why your car dealership should be using email marketing regularly.
They Want To Hear From You
Take a step back and consider why someone is on your email list. It is likely for one of two reasons:
- They purchased a car from you in the past and were automatically signed up for email updates.
- They opted-in (on your website or elsewhere) to receive emails from your car dealership about news, specials, inventory announcements, or otherwise.
However they got on your email list, the fact remains; they want to hear from you.
You sell cars, and your email audience is made up of people who either purchase cars or want to buy a car.
Why wouldn’t they want to hear about what your car dealership has to offer?
Everyone Likes A Sale
As human beings, we are all suckers for a good bargain.
This includes sales, specials, events, all of it; if your dealership has a promotion running, why not tell your email list about it?
Not only do you have full control over your message and copy, but email allows for a two-way conversation. If anyone has questions (and they will, naturally) they can simply respond to the email and you or a team member can provide the answers.
Broadcasting a sale or promotion to your email list is particularly profitable if your audience is made up of past buyers.
If so, then you have hundreds (if not thousands) of people who are interested and financially capable of purchasing vehicles; as you know, repeat customers are the key to any dealership’s success, and email marketing is an excellent medium to take advantage of this.
Consistency Trumps Proficiency
This is the key formula for email marketing success… consistency trumps proficiency.
Your emails do not have to be perfect; in fact, advertisers have long known that a quick conversational email converts better than planned and formal salesy emails.
There is no excuse to not be emailing your list consistently.
By emailing 2-4x a week (in a way that is not salesy, but friendly or entertaining) you will naturally lodge yourself in the very front of your prospective customer’s minds.
If you market your car dealership via email regularly, who do you think is going to be the first thought when someone on your list wants to buy a car; you, or your competitor that only sends a salesy email once a month?
Email marketing is a unique opportunity to establish relationships with people who want what you are selling; by emailing regularly, you will form long-lasting bonds with your customers that lead to more sales for your dealership.