Shawn RyderAutomotive Digital Marketing

Services / Email marketing

Your database is the cheapest inventory of buyers you own.

Every customer who bought or serviced with you is already in your system. Most stores send them one blast a month — or nothing. A few well-aimed emails to the right people book more appointments than a lot of paid leads, at a fraction of the cost.

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Sound familiar?

Signs this is costing you deals

  • One monthly newsletter goes to everyone
  • Equity and lease-maturity customers aren't contacted on purpose
  • Service customers never hear from sales
  • Nobody knows which emails booked an appointment
  • Your list hasn't been cleaned in years
How it works

The plan, step by step

  1. 01

    Segment what you have

    Split the database by equity position, last service visit, lease or finance term, and last contact. Five useful lists beat one big one.

  2. 02

    Write campaigns that sound human

    Short, specific emails from a real person at the store, with one clear next step: book, reply or view a vehicle.

  3. 03

    Build the always-on sequences

    Service-to-sales, lease maturity, sold-customer follow-up and win-back — set up once, running every month.

  4. 04

    Measure on appointments

    Track replies, bookings and sold units from each campaign, not open rates.

What gets measured

Numbers you'll see every month

On one page, in plain language. If a number isn't moving, we change the plan.

Questions dealers ask

Straight answers

Is dealership email marketing allowed under CASL?

Yes, with consent and proper unsubscribe handling. Canada's anti-spam law has specific rules on implied and express consent. I set campaigns up to respect them, and I'll flag anything your current setup is missing — but check with your compliance person too.

Which email platform do you use?

Usually the one your CRM already includes. Moving platforms is rarely the fix — better lists and better emails are.

How often should we email customers?

Two to four targeted emails a month across segments is typical. Each person should only get what's relevant to them.

Read more

Guides on this topic

Email · 6 min read Email marketing is old. It still beats every lead you buy. Why the oldest channel in the building outperforms the newest one, and the five sends every dealership should have running. Email · 6 min read Equity mining your own database before you buy another lead You already own the cheapest buyers in your market. Here is how to segment and message them. Email · 5 min read Stop sending one blast a month to ten thousand people Segmenting a dealership database by equity, service history and last contact — with the queries to pull each list. Email · 5 min read Service-to-sales: turning the appointment list into trade leads Every equity customer drives into your service lane twice a year. Here is the handoff most stores never build.

Other services

Start with the free audit.

I'll look at your store like a shopper would and tell you what I'd fix first — whether or not you hire me.

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