In order to get the most out of your email marketing campaigns, you need to know how to construct the message you are sending. If there are issues with the email content, people will not want to read it, and then it becomes a waste. Continue on to the article below for some helpful tips on how to create a winning email marketing message.
Offer a coupon to customers who sign up for your marketing email list. Put a form on your website where customers can sign up and set the form to email automatically new customers a coupon when they submit the form. This encourages customers to agree to allow you to send them marketing materials so that you won’t be accused of sending out spam.
If you want your email marketing messages to be successful, make sure you have permission to send them. If you do not have permission from your recipients, the potential consequences can range from being added to spam filters all the way up to getting blacklisted by Internet service providers themselves.
While online promotion is essential, don’t overlook the opportunity to promote your mailing list offline. To build both new subscribers and potential clients, look for any opportunity possible to get the word out. Some great opportunities to build your business can be found at networking events, trade shows, conferences and local gatherings.
Try following up an email to your customers with a notice that tells them not to procrastinate. Insert a suggestion that tells them to purchase now onto the reply. The ending could tell them not to miss this incredible opportunity by waiting. Instead, they should act now to reap the full benefits.
Be persistent with your email marketing messages. It can take as many as twenty emails to one prospect before you routinely have their attention. Try telling a good story through your messages. Hook them with a few messages and let it unfold over a series. Running contests that span several weeks are good way to do this.
Maximize the results of your email marketing by encouraging your readers to respond to every email. Always read and reply to these emails immediately. Building a personal relationship with each of your readers is the best way to convert them into loyal customers. This is also a good way to get more specific feedback on the success of your efforts.
In general, don’t send important email marketing messages near holiday time frames. People do not have time to check their emails as much since they are away from work and have limited access to their computers. This is not a hard rule and some holidays will require communications. These could include Black Friday emails or emails related to other specific events.
Use tools to measure the success of your email marketing campaign. You should learn all you can about how many times your emails are read, if your subject lines are being read, which articles you write are being read, etc. Using information like this can help with the future success of your campaign since you will know what works and what does not.
Do not restrict yourself just to email marketing. As you identify your core clientele that trusts you, see if you can get phone numbers and physical addresses. Build on your relationships by expanding your communications with your loyal core base by contacting them through these mediums as well as email.
You can change the format slightly to make your emails more personal on occasions. For example, use plain text if you usually use HTML and vice versa. This can help your customers relate to you and your products.
To maximize the effectiveness of your emails, send them out on Tuesday or Wednesday. Research shows that people are actually more inclined to respond positively to various forms of communication on these days, including email. Not only are they more likely to read your email, but they’re also more apt to click on buttons or links, which means that you’re more likely to see an increase in sales. Send your emails at mid-afternoon for optimal results.
When following up with customers, try following up with a sale schedule. Include a link in order for them to view this schedule. The end of the email could inform them that they can get all the specifics on this sale schedule by clicking on the link that was provided to them.
Strategically plan when your emails will go out. People do not like getting emails at inconvenient times, especially if it’s something that they have to act on quickly. Be considerate by making your offers convenient and easy for people to take advantage of, and you will have more sales than you otherwise would.
Get creative with your email designs to find out what works best. Send out a few emails with content and links that differ in their fonts and text color. Play around with image positioning, including buttons and logos. After you’ve sent the emails, find out which ones had the best click-thru rates. Stick with those for the time being, but change it up on occasion to see if you can find a method that works even better. More click-thru rates equate to more sales.
Email is a great marketing tool, but it is not an arena where the hard sell is appreciated. Never pressure your subscribers into buying. Put sales pitches at the tail end of your emails, especially if your readers signed up with expectations of informative content. Consider email as a tool to cultivate interest, not instant sales.
As you are now aware, it is very important that the content in your email marketing message be on point. If the message is unclear, you will end up with frustrated recipients who will not want to open your emails in the future. Apply the tips from this article so you can be sure you are sending out a proper email marketing communication.
Until more ephemeral media, such as Social newsfeed where content is only visible for short periods,
Emails exist in recipients’ inboxes until they take an action on it; hopefully, by reading it, click the link(s) within the email, and proceeding to your chosen website or webpage.
Key differentiators/advantages of Email as a marketing channel are:
- Emails directly communicate with audiences on a 1-2-1 basis
- Emails are permanent until acted upon, and so they can be used to amplify and prolong social media & website content
- Email campaigns can target various audiences, effectively & efficiently, with personalised messaging
- Analytical data on Email performance can be used across all marketing efforts
When developing an Email Marketing Strategy, it is important to spend a good amount of time giving careful thought and consideration to 3 crucial areas:
- Your Audience(s) – who are they, and what do they want to know?
- Your Goals – what do you want from your audience(s)? what would benefit your business
- Your Email Content – what content tells your audience what they want to know, and sets them on a journey towards completing one (or more) of your goals
The keys to success in Email Marketing are similar to those of most other online marketing mediums. It is vital to understand 1) who you are trying to reach and their needs, 2) how you want them to interact with your business, and 3) what content will both meet their needs whilst encouraging your desired interactions.
What type of results do you get from email marketing tracking?
Perhaps you want to measure the number of clicks made on a particular email advertisement, or you want to track the number of emails that are opened in your inbox? You can choose the appropriate email marketing metrics based on the results you are looking for. This article covers basic ways to use email marketing tracking to maximize results. Let’s look at each:
Sending emails with attachments.
You can find many different types of email marketing tracking, but it really depends on the amount of space you have available in your email client to record all of your email messages. Whether you want to automatically create email reminders or create a time based email campaign, attaching a recording device such as a recorder will help you to record what happens with your messages.
Tracking the bounce rate.
The more people who leave your site without ever having viewed your website or purchased anything, the lower your chance of generating repeat traffic. You can track the bounce rate to see how many of these people are simply “missed” messages from your email campaign.
Tracking the click rate.
You can find different types of email-tracking systems. Some are designed to track how many times a person clicks on an advertisement. Others are built to measure the number of times the recipient actually opens a message in an email.
Tracking the sales conversion.
In order to truly maximize your profits, you need to see how effective your emails are in converting customers into buyers. To do this, you need to look at the sales conversion rate from every email sent to the recipient’s list.
Sending multiple email messages to the same address.
There are some email marketers who think that if you send them two emails with one subject line, one of them will open, the second will never open, so they will not send anymore emails.
However, it does pay to find email tracking systems that have a system in place to automatically send out new messages in the event that only a single one email is opened. That way, you won’t have to manually check to see whether there was an open email or not.
This is something that some companies send with email marketing campaigns. If someone clicks on an ad, you may want to follow-up with them with follow-up messages, such as asking if they want more information about what you have to say.
Email marketing tracking systems often have the option to set a limit on the number of follow-up messages, you will need to send to a particular list each month. By using this feature, you can get a better sense of the effectiveness of the messages that you send.
Email marketing tracking systems also offer features that can be useful to companies. For example, some allow you to see what is the response rate on an email campaign, or look at how many people you need to contact in order to actually convert those who have joined your list.
The ability to send automatic responses. When you are sending emails to people, you need to make sure that you are sending clear, concise messages to ensure that they receive all the information that you have to.
There are some email marketing tracking systems that can help you automate this process, and also let you easily customize the messages that you send to the recipients. You can also include a form with the message in order to capture their email address.
It can take a little bit of time to set up, but when you use one of these tracking systems, you will be amazed by the results. You will learn a lot more about the effectiveness of your emails and be able to create better emails for your next campaign. It is also very easy to get started with email marketing tracking.
There are two different types of ‘open rates’ one for electronic mail, and one for manual mail. The information in this article is intended to help you decide which type of mail you should send out based on the rates you get from your company’s provider.
Email is the fastest way to communicate with your customers and business partners. However, there is a steep cost involved in sending emails. Therefore, it is important to be aware of how much your mail service provider charges you for sending emails to your list of subscribers.
If you are sending email to your list of subscribers, then you should expect to pay more than to just a customer or business partner. This is because emails that are sent out by you will reach a larger audience and therefore more people will see the message.
Electronic mail is not necessarily faster than regular mail. For instance, if you send an email to someone’s address that has just been set up with a new email address, you will still have to wait a few minutes before they can receive the message.
You want to make sure that your email will reach a large audience of people. This means that you will have to send out your email more often than with a regular, non-electronic mailing list. If you do not send out your email messages as frequently as you would like, you might not be getting many responses.
If you are sending out more than one email, then you will have to pay more per email. For example, if you send out a large list of emails, then you will have to charge them each time.
It is easy for your recipient to unsubscribe if you only send a handful of emails each month. When you send more emails, you will also increase the chances of your emails getting read.
If you use the above information, then you can know the different email open rates that are available to you based on your list. You should be able to choose a plan that best fits your needs. When you have the information you need, you will be better equipped to choose the plan that will work the best for your business and help to build your list.
Keep in mind that email open rates vary greatly from company to company. Each individual business will determine how expensive their plans are going to be. Therefore, you should only base your choice on the type of products or services you want to market.
Do not let the email service provider dictate how much your messages should cost. They will not charge the same amount for every email you send out. Instead, look for a company that offers a variety of options.
A great way to get a better idea of how much your messages are going to cost is to ask questions to find out how much you would be charged if you were to use a standard company mailing list. . You should find out what kind of services are available at your disposal and what is included in the price that comes with these services.
Another great thing is to ask how you are going to be billed. Some companies will bill by the recipient’s number, while others will bill in a monthly or yearly format.
When you have all of this information in front of you, then you will be able to understand what you should expect from an email marketing company. You can use it as the basis for choosing an email service.
Automotive Email Marketing
Automotive email marketing for dealership businesses is an effective strategy to drive sales. Car dealerships reap benefits from email marketing strategies because it is relatively inexpensive to send out multiple emails to a targeted customer base. Email marketing campaigns are also an effective way for your dealership to reach potential car buyers in your designated target area (DMA’s). A campaign that includes driving down car prices will not work in a low price economy. By sending an email to your target market, you can establish a good relationship and rapport with these car buyers, increasing sales revenue.
An email list of potential customers for your car dealer is beneficial because it allows your dealership to make more referrals. You can also use this list to build trust and rapport with current customers by sending promotional messages, or updates on specials. This is an excellent way for you to stay ahead of the competition in your local area.
Most importantly, a large email list is beneficial because the list is made up of people who are interested in buying a vehicle from your auto manufacturer. In a competitive market place, having people who are interested in your products and services can be very beneficial. In addition, many people who sign up for email lists will become repeat customers.
A dealership using an auto manufacturer as an email list will help your business be more competitive because you will have more people interested in your products and services. These people are not necessarily new customers but people who have purchased vehicles from your auto manufacturer before. This allows you to gain access to the information needed to better serve them.
The list of potential customers who sign up for auto dealer lists is important because you will want to contact each of these people to create relationships with them. With the right follow-up communication, you can increase their likelihood of purchasing from you and, therefore, increasing your sales revenue. Automotive email marketing is beneficial for both you as the dealership and the vehicle manufacturers because it helps your dealership grow their customer base.
When you set up an auto dealer list, you must remember to maintain good relationships with the people on your list. Do not forget to ask them about their experiences and opinions with your dealership. This ensures that your list will remain strong and is maintained properly.
To get the most benefits from an auto dealer list, you should send out a newsletter to your list. This newsletter will be used to keep customers informed of upcoming specials and sales. If you have multiple email lists, this newsletter will be sent to all of the lists. For example, if you own three separate email lists, you can send a newsletter to all three email addresses.
Once you begin sending newsletters, encourage your subscribers to tell others about your dealership by posting them on your websites and forums. This is an excellent way for your dealership to establish trust and rapport with your subscribers.
When you use the benefits of auto dealer lists, you will also benefit by creating a long-term relationship with your customers. This is beneficial because it allows you to provide them with ongoing services like the newsletters you send out, as well as any discounts or specials that may be available to them.
As you continue to build relationships with your customers, they are more likely to become repeat customers. It may take a while for these relationships to reach full capacity, but, if you maintain good relationships, you will eventually develop a loyal following of customers who will keep coming back to your dealership in the future.
Automotive email marketing can have many advantages for you and for the auto manufacturer. By using the list, you can build your business and, drive new clients to your dealership and build relationships that will ultimately help you build long-term relationships that you can then use to sell more vehicles to your customers.
Sending an email is first and foremost the cheapest if not a cheaper way of communicating. With the element of having the essence of a more personal tone and touch the email marketing tool is able to deliver this sentiment quite well.
Using email as a communicating factor for marketing creates the circumstances for the user to deliver the message to the target audience directly instead of having the viewer search for it on the internet.
Doing it right can ensure that automotive email marketing as a tool is an asset to building a respectable number of customers and to keeping then loyal.
There are several types of automotive email marketing styles some of which include direct email, retention email, and advertising by tagging on other people’s email.
All of these, when applied to the correct target audience can generate the desired interest in any product or service.
This more personal approach gives the impression of making the customer feel privileged.
Retention email is designed to only encourage the recipient to take action in the form of buying or signing up for something.
In this instance too the recipient is made to feel privileged to be on the list of selected clients.
Advertising on other people’s email is also another way of using the email marketing feature as a tool. Here the user tags their products or services onto the advertisement of more established players for a fee.
This will ensure the user is able to reach the target audience of the established entity.
As in anything one always looks for the benefits before making the decision to use any marketing tool. Besides this, the marketing tool must be compatible with the product itself.
As the internet is a very important tool to reach large amounts of viewers, choosing to use automotive email marketing could prove to be viable indeed.
The most important benefit evident is the fact that every corner of the world can be reached through automotive email marketing. There are no limitations to using email marketing to reach the target audience.
The relatively low cost involved in using email marketing makes it a very popular tool for creating a direct contact factor. This is better than having to expose the product or service to a wide viewing audience who may not even bother to open the site. Less time and effort is necessary for this style of marketing.
Creating an interactive platform is also another benefit of email marketing. Using campaigns that are innovative and audience-focused will ensure the recipient’s attention.
Adding the factor of being more personalized further ensures a certain level of loyalty between both parties.
There are no time constraints when using email marketing as the recipient can view the mails at their convenience and comfort. This then also allows for the circumstance where fairly immediate responses can be seen. In comparison, other tools may take longer and thus creating an unacceptable timeline of delays and disappointments.
The simplicity factor should be overlooked when it comes to choosing the most appropriate tool to use. Sitting in the comforts of home this exercise can be carried out with a minimal amount of fuss and accompanying resources.
Using email marketing also provides for the Opt-in and unsubscribed options. This allows the user to target only those who are genuinely interested in what is being offered.
Large and small businesses all around the world are using email marketing as a tool to increase sales and bring in a high revenue percentage. Comparatively easier to use and definitely more effective in reaching the target audience email marketing is fast making an impact in the business world.
However, as is all things good there should careful thought and implementation methods to ensure email marketing tool is used effectively.
Below are some of the relevant facts that should be considered when deciding to use the email marketing tool:
• Having sound knowledge and a very clear plan on which the desired target audience is very important to the success of using email marketing.
This tool only works when it is specifically directed to the recipients who would have some level of interest in the product or service being offered.
• Another area to consider is understanding the statistics, metrics, and analytics involved in automotive email marketing. There is documented proof on the reasons most people ignore these emails and some of which are because the content is repetitive and boring and also because the email is too frequent.
• Understanding that the process of attracting the customer to the actual purchasing stage consists of only a small window, the pitch and signing up steps must also be very short and simple.
Most target viewers’ attention spans are rather short, thus the key to keeping the attention is to ensure speed and simplicity. Using other tools like RSS URLs to RSS directories is also helpful.
• Making use of other media tools to enhance the overall process or experience is also something that should be explored to ensure the effectiveness of email marketing.
With the huge number of options available in the market, today choosing to use email marketing is one way of ensuring the best strategies to making money online are followed. There are many reasons why email marketing is a better option to choose when a comparison is made against other tools currently available.
Here are some of the ways to ensure the optimum amount of money is made by using the email marketing tool:
• Understanding the market environment the individual is about to address to garner sales is very important to the success rate derived using the email marketing method.
The wisest way is to select and send to only a niche group that would most likely be interested in the service or product being offered. Choosing to email randomly is not only unwise but a total waste of time and effort. Take the time to draw up a targeted Opt-in email list.
• The next step would be the challenge of getting and holding the attention of the recipient of the email in order to encourage the desired effect of garnering a successful sale.
The content of the email must be exciting and attractive in order to be able to achieve this. Avoid lengthy and boring written material as no one really wants to take the time to read anything that is too long.
• Some experts advocate the repeat formula, but this is a rather contradictory area. For those who do, the idea is to keep reminding the recipient of the missed opportunity should he or she decide not to purchase the product or service being advertised.
• Having an effective auto-responder in place is also something to consider. This is a great tool for emailing, organizing, and generally keeping track of the email list accurately and easily.
This is most helpful when the target audience base is rather large and the individual needs some kind of feedback regarding the recipients who are more receptive.
As the already elevated stakes in the fierce search engine wars are being advanced by the day, more and more webmasters are seeking non-SEO ways to yield traffic to their web sites. Email offers numerous extremely effective ways of yielding traffic to any web site.
Directly when you mention the word e-mail, the first thought that comes to the minds of most individuals is illegal SPAM or unsolicited e-mail messages which are such a pain and are now illegal in most parts of the globe.
But, there are a lot of perfectly legal and acceptable ways to yield traffic for a site utilizing e-mail.
E-mail signature files are likely the most underutilized net marketing tool. The fact is that most webmasters undervalue the true power of that petite, subtle ad message that may be set to go out with each e- mail message that you send.
A lot of them forget that there are gobs of success stories that illustrate simply how effective e-mail signatures may be. Likely the most famous is how Hotmail, the popular free e-mail service, grew from zip to millions of users inside a really short time, utilizing e-mail signatures as their only marketing instrument. Every e-mail sent out had an easy e-mail signature at the bottom inviting folks to open up their free e-mail address.
Confessedly, composing effective e-mail signatures isn’t easy. Still, there’s plenty of gratis data on the subject available online.
Anyone with a net presence must perpetually build an opt-in e-mail list. This is supposed to be returned from visitors to your web site.
This opt-in e-mail list may then be utilized to help you build a relationship with your list of leads – as that’s what they truly are. Regular e-mails of interesting data ought to likewise include all sorts of alluring promotions to get people to re-visit your site over and over.
There’s no other more effective way of holding high targeted traffic to any web site.
There are measures of targeted safelists that anyone may join that let you send out your e-mail ads and promotions to members. By linking up with a few, you may easily find yourself in a spot where you’re sending out your ad message to a million individuals. You may join these lists at Yahoo groups or Google groups amid a host of additional popular safe list sources.
Constantly remember to set up a separate e-mail account for your safelists as you’ll likewise tend to get vast volumes of e-mail messages from the other members.
The chief challenge with safe list advertising is that you have to come up with the kind of headlines (that appears in the e-mail subject area) that will get your e-mail opened up and finally read. A dim headline will mean that barely anyone will wind up reading your e-mail and consequently the reaction to your e-mail ads and promotions will be zilch. On the other hand, potent headlines will win you a vast reaction.
The additional thing you’ll need to be heedful about is to ensure that you join relevant safelists and groups that are destined to be the most responsive to your e-mail messages and forwardings.
Rather than distributing advertisements through e-mail groups and safelists, you may distribute valuable promotional articles instead. All you have to do is join groups that allow article posts.
Posting articles to these e-zine lists is extremely effective as some of them have 1000s of members whom you’ll reach when your articles are published in them.
Articles tend to have a much bigger audience than ads or promotions distributed thru the same groups or safelists.
Automotive Email Marketing
Email marketing for automotive dealers isn’t a new concept.
A lot has been happening over the past few years with email marketing, and the discipline is still always in motion. Altered behaviors and expectations by consumers call for new email marketing methods. Approaches like personalization and segmentation are transforming company newsletters from anonymous bulk emails into customized emails.
Today, most consumers read their emails on their mobile devices, and checking for emails has become the most common activity carried out by smartphone users. The competition for attention in consumers’ email inboxes is forcing more companies to attach increasing importance to well-designed emails that are personalized and have relevant content, ensuring that the emails will be opened and read.
Statistics show that email marketing has a broad reach, as well as being one of the best marketing tactics for return on investment. Just about everyone has an email address these days, and the majority of users prefer to receive advertising messages that way.
Plus, with smartphones, emails are always right in the pocket of consumers and can be retrieved at any time. According to recent estimates, the importance of email marketing will continue to grow over the next few years. It’s clear that any online marketing strategy your company employs should include email marketing campaigns.
Email marketing requires more than just sending out the occasional newsletter. Today, marketers also need to set up and maintain subscriber lists, create and design relevant emails, and send these out systematically.
For your email marketing strategy to be effective and successful, it is imperative that you utilize the technical options available continuously to optimize the process through the use of modern analytical tools.
Despite the widespread use of the digital juggernaut that is email, many dealers have yet to implement an effective email marketing strategy for their dealership because they don’t know how to do it or haven’t yet recognized how powerful it can be.
Email continues to serve as the core communication platform of the Internet and will only continue to grow. Currently, more than 3.7 billion people have access to email, and more than 3 billion non-spam emails are sent and received every hour of every day.
If your dealership isn’t already taking advantage of this powerful and massive marketing channel, you’re missing out on an effective way to reach your target audience.
What’s Email Marketing and Why Your Dealership Needs It
Email marketing is a kind of Internet marketing that allows the user to send customized messages in the form of an email to their readers to inform, advertising, or to solicit certain actions from their readers.
There are certain essential components of email marketing that include:
- Message Automation
- HTML Responsive Layout
- Advance List Maintenance
- CAN-SPAM Compliance Built-In
- An Easy Integration
- A Dedicated IP Address
- Help for Deliverability
The message automation is the feature of email marketing that allows you to send different emails in response to a particular action. If a consumer just signed up for a discount, they will receive an automatic welcome message that will serve as a confirmation of the subscription. Message automation can also be set up to send proof of orders when someone makes a purchase on your website.
HTML Responsive Layout
The HTML Responsive layout will allow you to send customized emails in plain text or HTML format. It also allows you to make use of HTML and CSS to create responsive templates that can adapt to all devices in the world.
This makes email marketing campaigns capable of being read on mobile devices. The good part is that you don’t have to learn how to code HTML because this feature is automatically loaded with the software.
Advanced List Maintenance
This feature allows dealers to add and remove email subscribers from your list quickly. You can use this feature to automate subscription and opt-outs. It helps you keep your email lists updated.
This is a feature that is designed to check compliance with the unsolicited pornography and marketing, CAN-SPAM Act of 2003. This act has given the United States Federal Trade Commission the right to enforce all necessary standards to protect email owners from unsolicited content like pornography.
Easy Integration Feature
This feature allows for the integration of other services into your email marketing campaign. You can incorporate your dealership website with your email campaigns through this feature, and you can also include several mobile apps, loyalty programs, and social media apps to your email marketing campaign.
You can connect Google Analytics accounts to your email campaign through the Easy Integration feature so you can track the clicks on your email, as well as incorporate product recommendation features into the email, through the use of this feature.
Dedicated IP Address
A dedicated IP address is incredibly essential for the integrity of your email. This IP address should be one that is solely dedicated to your dealership, and it should be the only one used to send emails to potential customers. Your email recipients will have peace of mind when they receive your emails with this dedicated IP address.
Deliverability is a feature that is included in an email marketing software that ensures that your emails are delivered to the right place. If your emails aren’t delivered, then your marketing strategy just won’t work. This features constantly deploy the tools that you need to track down deliverability issues with your emails.
Why Your Dealership Should Implement Email Marketing
Email provides you with the opportunity to send a message to your audience for any purpose on any day of the year that costs you next to nothing. This makes email an incredibly powerful way to communicate with your target audience.
When you are able to create a solid email marketing campaign and send the right messages to the right people at the right time, you are sure to build an audience of highly engaged fans that can’t wait for your next message to hit their inboxes. Additionally, they are ready to buy whenever you have a product or service to promote. There are several compelling reasons why you need to start implementing email marketing for your dealership.
Generates Massive ROI
A recent study conducted by the Direct Marketing Association found that some businesses will earn an average of $43.00 for every dollar invested in email marketing.
In fact, marketers have consistently ranked email marketing as the single most effective strategy for generating awareness, acquiring leads, generating sales, and improving customer retention, compared to the other marketing strategies most commonly employed.
Generates Long-Term Results
In 2000, the company MarketBeat first started collecting opt-ins for their newsletters. Two decades later a good number of subscribers that signed up during the first year continue to read their content, engage with their advertisers, and buy products and services from their business. Your email list is a long-term asset that will continue to generate revenue and social capital for your dealership well into the future.
Most Customers Want Email from Companies
MarketingSherpa conducted a study that showed that 72 percent of U.S. consumers say that email is their favorite way to communicate with the companies that they do business with. They also discovered that 61 percent of consumers like to receive weekly promotional emails from their favorite brands, while 28 percent of consumers would like to receive promotional emails more frequently.
Additionally, 70 percent of consumers say they will always open email from their favorite companies, and 95 percent of people who opted in to receive an email from brands say that the marketing emails they receive are incredibly useful.
Outperforms Social Media Marketing
A recent study found that dealers are more than 40 times likely to create a new customer from email marketing than they are through social media. When it comes to email marketing, many marketers feel that it delivers a better return on investment than social media marketing.
Email is Universal
Almost 87 percent of the U.S. population has access to the Internet in their home, and 95 percent of consumers use email. With email marketing, you don’t have to worry whether or not your target audience has an email address or not, unlike social media.
It’s a Resilient Technology
An email has existed in its current format since the early 1980s, a full 15 years before most homes had a personal computer and Internet access, and 25 years before the first iPhone was released. Despite the world’s massive amount of technological progress and the proliferation of smartphones, personal computers, and tablets, the technical specifications for email have only been updated a handful of times.
While other communication technologies have come and gone, email continues to withstand the test of time. When your dealership invests in email marketing, you know that a bigger and better thing won’t replace it in the next couple of years.
Email Marketing Is Federated
You can put a lot of time, energy, and money into building an audience on one of these platforms only to have that platform change the rules in a way that kills the profitability of your campaign. That will never be the case with email because no one company has control of the technical specifications for email or control over the technology infrastructure that allows email to be delivered to the world’s six billion inboxes.
Email marketing will continue to be one of the most effective and most resilient marketing strategies for dealerships. It is hard to match the potential ROI offered by email marketing, and you can rest assured that your efforts will continue to generate revenue well into the future.
Getting Started with Email Marketing
When it comes to starting an email marketing campaign, there are specific steps that you should follow if you want to be successful.
You need to establish clear goals and objectives, build your automotive marketing email lists, choose the type of email campaign that you want to send, create and design your first email campaign, and measure your mail campaign results.
Establishing Your Goals and Objectives
Like with any marketing strategy, you need to develop clear goals and understand your objectives before you dive in headfirst. Before you sign up for an email marketing tool, you have to clearly set out what it is you want to achieve with the emails that you want to send to your target audience. You want to make sure that your email marketing campaign aligns with your broader business goals and objectives.
For instance, your dealership goals might be to attract new leads to sign up for your branded products and services, or perhaps to get more attendees to attend your company events, or maybe you are looking to get more donations for a specific cause. Whatever your overall business goals are, you have to make sure you take the time to think about how you are going to use your email marketing campaign to reach those goals.
Building Your Dealer Email Lists
After you’ve established your email marketing campaign goals and objectives, you can start to create your email lists so you can start sending out your email marketing campaigns. There are several ways that you can go about building your email lists. The first option is by importing emails from known contacts.
These are typically the details that you have on your existing customers that you can import into your email marketing tool. You can either manually enter these addresses into your email marketing software, or you can link your email marketing tool to your email account to automatically extract the information.
Another option that you may want to consider is to build an entirely new list of emails from scratch. If you don’t have any new contacts currently, you might want to head over to social media to try and entice people from your network to subscribe to your email list by providing them with special discounts or freebies.
You can also utilize your company’s website for this as well. You need to make sure that you write compelling content that will get your audience to take action, as well as offering an exclusive first order discount or a freebie for those people who submit their emails from your website or social media network.
Choose the Type of Campaign You Want to Send
You can maximize the effectiveness of your email marketing campaign by following the ten most common and popular formats of emails. These formats have been tested for years and are practiced by top dealerships.
Each format is unique and has a distinctive purpose, which attracts the interest of different kinds of audiences. Whichever format you choose, each will generate its own kind of reaction.
Newsletters are used for company information, upcoming events, etc. The typical format consists of two columns: one narrow column with a table of contents, logos, sponsors, and feature articles, and another wider column with stories and original communication articles and materials.
If there is more than one article, then it’s better to use section breaks to make it look smart and eye-catching. You can even put a Read More or Learn More button at the end of each article for detailed information for readers who are interested to know more.
Events and Invitations
This type of email is time-sensitive, so you have to be aware of the perfect timing. There should be a buffer of at least a month after an event/invitation email is sent so that your subscribers can decide and make time to prepare.
Every event/invitation email must contain call-to-action buttons, such as a Save to Calendar button, Register for Event button, which will redirect them to another site consisting of forms and Post-Event Feedback Survey Form button for your company’s convenience.
You can also send your audience event details after the event date to all those subscribers who showed interest in the event email, both the attendees and the non-attendees. You may have to send dozens of emails before, during, and after the event, so keep your emails short and to the point.
This format is used for promotional discounts and special sales of your products and services. You can highlight Limited Edition or Stock Limited products in these emails and get a quick response from your customers. You can also put a call-to-action button like Book Now or Order Now if you are an e-Commerce store.
Setting a deadline on the offer in the email gives the customers that extra push to use the offer right on the spot. Your email marketing campaign will be highly successful if you can make your customers buy products directly from the promotional email.
If you want to share any dealership information, like the latest dealer partnerships, new General Manager, Sales Manager, or new product launches to the local media, then you have to follow the press release format of the email. For this kind of email only, you should make a separate email list where there are just a few addresses for the local media outlets.
Press release emails are different than other formats because others will use it as a reference when they show this information on TV or in the newspaper. Magazines and news portals will write an article based on the information that is contained in your press release, so you need to make sure that it is full of valuable information and that it is share-worthy. There are four sections in a press release: the headline, the body, any statement or quote, and an “about” section.
This is similar to a press release, but the audience you will send these emails to is entirely different. Mainly the customers and those who are interested in your company’s latest updates are the ones that should get announcement emails.
Announcements could be moving into a new location, product updates, or upcoming product launch information. Only facts and specific information are put in announcements emails, so there is no need for any call-to-action button.
You can design and use special email templates during the holidays, such as one for Halloween, Christmas, or New Year’s. Nowadays you can use special HTML or GIF images to make your greeting cards more interesting.
Currently, many ESPs allow you to track customer’s birthdays so you can even send them a birthday wish email on their special day. This can help to boost your image and prove that you care about your customers.
You can set an automated system to send a welcome email to new customers that have recently registered and subscribed to your email service. With a simple “Hello X! Welcome to Y” message you can create a friendly atmosphere with your new customers.
Thank You Email
When you reach a certain level and have hundreds of loyal customers that are buying your products and using your services for years, it’s important to show them appreciation. Every year or even twice a year, you should send out thank you emails to your loyal customers.
Most of the time, companies send thank you emails on the day when the company itself was founded. It shows you appreciate your customers and it allows them to feel a deeper connection with your brand.
These kinds of emails remind subscribers about any renewal notifications or service reminder notifications. These kinds of emails typically don’t require a call-to-action button to be placed in the body of the email.
Certifications and Confirmation Emails
You would typically only send this type of email for verification of certain agreement forms and certifications, which require step-by-step tasks. You must make these steps as easy as possible by including several call-to-action buttons. The “I have read the terms and conditions and agree” type of email falls under this category.
Creating Your First Email Marketing Campaign
The first step that you must take when you create your first email marketing campaign is to structure it for easy reading. With adult attention spans getting shorter and shorter, it is essential that you create emails that are easy for the average adult to get through. You want to create a precise copy for the sole purpose of driving your audience toward the final call-to-action.
Next, you are going to want to customize your email campaign. You can utilize a segmented list or even the third-party integration that comes with most email marketing programs to personalize your campaign.
To encourage more interaction with your campaign customization, you want to make sure that you add the individual name on the subject line to attract the reader’s attention, and then create copy that includes relevant information based on their interests.
You want to make sure that you are using all of the data the subscriber provides when the sign up to determine the kind of content you want to send them.
You also need to make sure that your email campaign makes it extremely easy to convert the reader to a new lead or customer. You need to ensure that your email campaign is easy to read since more than 40 percent of readers open their emails on a mobile device. This means it’s essential that your email campaign is compatible with mobile devices.
Building Your Mailing List
If you want to develop a successful email marketing campaign, you will need to develop a consistent strategy for building and growing your email list. One of the foundational elements of any list-building initiative should be collecting email sign-ups on your website.
People who are interested in your business are probably already visiting your site often. That’s why you should be using your website as one of the primary ways to gather email sign-ups.
In exchange for signing up for your email list, you need to offer your subscribers something of value. This can be a resource list, a discount coupon, or a free report. In the world of email marketing, this is known as a lead magnet.
Many website visitors are hesitant to enter their email addresses into an opt-in form on a website because of the perceived risk of receiving more unwanted spam emails. However, if you develop a compelling and valuable offer so that potential subscribers will desire your lead magnet enough to outweigh any possible fear of receiving more unwanted email.
Your subscribers know that their email address is valuable to you, and you need to offer them something of equal value in return.
A good lead magnet will help your website visitors learn a specific skill, accomplish a particular task, or solve a specific problem. The lead magnet on any given page of your website should be directly related to the content on that page.
While you may be required to create multiple lead magnets for different parts of your site over time, the additional work will be well worth it when you significantly improve your opt-in rates.
Here are a few common varieties of lead magnets that you can include to help build and grow your email list.
Free Report or Guide
These are the most common kinds of lead magnet that are used to gain new email subscribers. The report or guide that you offer should help your audience learn about something they are interested in or help them accomplish a specific goal.
For example, if you had a website about marketing, you might offer a free guide that helps your audience create their first Facebook ad campaign. The content of your free report should not otherwise be available on your website.
A resource list is merely a list of products, services, tools, and worksheets that will help your subscribers get started more quickly with what you want to teach them. If you have a personal finance blog, you might provide new subscribers with a list of software budgeting tools and resources to help them keep track of their debt, ensure they have the right kinds of insurance, and determine whether they are saving enough for retirement.
Messaging and Copy
After you’ve determined the lead magnet that you are going to use, you will need to identify the kind of message you are going to use to get your potential subscribers to sign up for your mailing list.
The language that you use on your opt-in forms will have a significant impact on the number of email signups you receive. By creating a compelling and relevant offer, and using strong language with clear calls-to-action, your opt-in rates will be much higher.
While other list-building strategies might require an upfront cash investment, subscribers that opt-in through your website are effectively free. If you spend sufficient time writing compelling copy, creating a highly-desirable lead magnet, and implementing an opt-in form plugin, your mailing list will steadily grow over time.
Writing Emails That Will Inspire Your Audience to Take Action
Undoubtedly, you’ve written thousands of emails in your life. You probably regularly send and receive emails from your family, friends, coworkers, and even strangers on a regular basis. While writing an email to anyone person is a straightforward proposition, sending an email to a large group of people requires an entirely different set of skills.
You need to be able to craft a message that not only attracts the attention of a diverse audience, but also clearly communicates a single object and inspires the readers to take the desired action, and it all must be done without the use of audio, video, images, and other dynamic content. You also have to figure out how to deal with the technical peculiarities of email, avoid spam filters, and maintain compliance with anti-spam laws. Writing effective emails is both a science and an art.
Understanding Your Audience
You have to understand who your audience is if you want to write to them effectively. You need to know how old your typical subscribers are, what they do for a living, their gender if they are married, and a ton of other demographics. If you don’t know these things, then you should conduct a survey and ask people to share their information with you so that you have a better idea of who makes up your email list.
It is highly recommended that you create a fictional character that epitomizes your typical customer. This is known as an avatar. By creating an avatar, you will have a better idea of who you are marketing to, and it will allow you to get inside the minds of your subscribers.
When you write an email to your mailing list, write as if you are sending a personal message to your avatar. Ask yourself what your avatar would like to hear in order to take action based on your email.
When you write to your avatar and use a lot of “you” language, your subscribers will subconsciously think that your email was explicitly written to them and they will be more likely to engage with the message. You need to keep the focus on your subscribers as much as possible, making sure to make your emails about them, and not about you.
Parts of an Email
When you are getting ready to put together an email, it is easy to think that the only thing that you have to worry about is writing the message body. However, there are several different components of every message that you send to your list.
If you want your email marketing campaign to be successful, then you need to put as much thought and effort into the other parts of your email as you do the main message body. Here are the components of an email that are key.
This is the subject of your message. It is the first thing that your subscribers will see, and it is what will determine whether or not they open your message.
The preheader is the preview text that is included after the subject line in some email services like Gmail. It can serve as a second subject line that should further encourage the reader to open your email. If you don’t intentionally add a preheader, most email services will use the first sentence or two of your email as a preheader.
This is the name of the person who is sending the email. You want to use your personal name rather than the name of your company because most email users are more likely to open an email from an actual person.
This is the main text of your email. It will contain the message that you want to convey to your subscribers.
This will be a hyperlink situated at the bottom of your message body that will persuade readers to take a specific action, such as clicking on the hyperlink.
You want to keep your email signature simple. Long email signatures can be a distraction to the main content of your email. The best signature is your personal name on the first line and the name of your company on the following line.
You may want to consider periodically using a ”P.S.” below your email signature to serve as a secondary sales tool after your primary email.
The footer will typically contain an unsubscribe link and other information that you need to include to stay compliant with anti-spam laws. This might include your mailing address and the name of your company. The footer will likely be the same for every email that you send out.
Keeping Your Emails Balanced
While you will send your audience emails for a variety of reasons, you need to maintain a healthy balance between sending emails that provide value to your audience and email that take value away.
Emails that contain information that is helpful to your audience, at no cost to them, such as educational content, tips, resources, and training videos, provide value to your audience. Emails that ask our audience to purchase a product or take action that benefits you more than them will take value from your audience.
You should consider sending at least two value-added emails to your audience, for every one email that takes it from them. Ideally, you will provide so much value to your audience that they respond to your sales and marketing emails out of sheer gratitude for the value you have already provided.
Writing Great Subject Lines
The most important words that you will write as part of your email marketing strategy is your subject lines. If you write a subject line that is uninspired and doesn’t grab the attention of your subscribers, they probably won’t open your message.
According to a recent report, 64 percent of people say that they will choose to open an email because of the subject line. If you write a compelling subject line, you are guaranteed to receive higher open rates, which will lead to more click-throughs and more sales.
A well-written subject line can often receive double the open rates of a poorly-written one, which will, in turn, double your click-through rates and double the sales generated by the email.
There are also a number of techniques that you can use to modify subject lines to emphasize words and to make unsaid promises about the content of your message.
If you are going to use any of these various techniques, it is essential that you switch them up from email to email and don’t use any one of the methods more than twice each month. Subscribers will notice these patterns if you use them too often and will render them ineffective.
Best Practices to Follow with Your Email
When you are creating an email, there are several best practices that you should follow in order to obtain the best results.
Don’t Rely on Images
Approximately 10-30 percent of your readers will never click “enable images” on your emails. This means that you should never rely on images to convey critical points in your copy. If you do decide to use pictures, make sure that you use clear and descriptive ALT text. You can use CSS styling to make your ALT text larger and more visible to subscribers that don’t enable images.
Avoid Grammar and Spelling Errors
A huge turn off for many email subscribers is poor grammar, capitalization, and spelling errors. If you want to speak with expert authority to your audience, then you need to do so with clear and proper writing.
No one will believe you are an authority on anything if you can’t write a complete, grammar and spelling free sentence. Make sure you double-check every email you write for errors or consider having someone else check your email before you send it out.
Include Multiple Hyperlinks
If you have a specific link that you want your readers to click on, then you need to add a total of three hyperlinks to every email. Be sure to hyperlink your main call-to-action at the bottom of your message, as well as just above your email signature.
You also want to add hyperlinks to a few relevant words in the first paragraph of your email to direct readers to the page on your site that you want them to visit. Finally, you need to include a second call-to-action below your email signature and in any postscript that you add in the emails.
Avoid Design-Heavy Emails
Subscribers are more likely to read emails that come from a person rather than a faceless company. While companies frequently use templates in their email, people rarely do. You want to try to avoid using design-heavy templates so that your emails appear more personal.
Only Use One Call-to-Action Per Email
You don’t want to try to get your subscribers to do multiple things in any single email. Each email that you send out to your list should have a sole purpose and a single call-to-action that you want them to take. Readers will be less likely to respond if they have to consider which, if any, of your calls-to-action they wish to take.
Have a Clear Unsubscribe Link
Don’t try to high or obscure your unsubscribe link. Have a clear unsubscribe link in an average font size. If you decide to obscure your unsubscribe link, your subscribers may report your message as spam, which puts you in jeopardy with your email service provider if your account receives too many spam complaints.
Copywriting is a skill that will take some time to master. For the first several months, the emails that you send won’t be perfect, and that’s okay. Over time your copywriting skills will improve, and you’ll eventually become a great copywriter whose emails get results.
Measuring Results and Optimizing Your Strategy
In order to determine whether or not your email marketing campaigns are working, you need to analyze the data from your campaigns. The marketing measures, when all is said and done, always serve to achieve a pre-defined goal, and whether or not you’ve achieved that goal can only be determined by using the proper KPIs (key performance indicators).
The results that you obtain can also help you to decide whether you can expand your budget for your email marketing strategy.
Also, data analysis is an essential part of being able to optimize your email marketing campaign continually. The only way that you’ll be able to gauge the success of your email marketing campaign at all is if you examine and analyze the most critical measurements on a regular basis.
Delivery Rate and Bounce Rates
Among other measurements, email marketing tools will measure the delivery rate, as well as the bounce rate of your emails. These two measurements are mutually complementary and depend on various factors such as technical conditions and sender reputation.
The bounce rate of your emails should always be less than one percent if you want to have a successful campaign. If your bounce rates are higher than this, then you’ll need to do some maintenance on your list, and determine which email addresses are no longer valid and remove them from the email list.
This refers to the percentage of subscribers who open the emails you send to them. This figure can be based either on the total number of emails opened, or the number of recipients who opened the email. The latter number is more meaningful and is known as a “unique open rate.”
The click rate represents the ratio between the recipients who click on at least one link in an email and the number of emails sent out. You can use this measurement to determine whether your email copy and call-to-actions are compelling enough to get users to take action. This is the most crucial measurement for you to keep track of in your email marketing campaign.
This measurement is the ratio of the number of unique clicks to the number of unique opens. The reference value, in this case, is not based on the total number of recipients, but rather the number of recipients who opened the email.
If your click-to-open rates (CTOR) are low, it could mean that the content of the email isn’t fulfilling the expectations raised by its subject line. This means that a large number of your subscribers opened the email, but found the content of the email to be uninteresting and didn’t click on any of the links.
The conversion rate is the percentage of recipients that executed the desired action at the end of the pregistering for a webinar. You can use this measurement to determine the final success of your email marketing campaign.
It is quite reasonable with email subscribers to unsubscribe to an email list because they don’t want to get news from the company anymore. The unsubscribe rate describes the ratio of unsubscribes to the total number of emails delivered.
You can typically expect to have an unsubscribe rate of about 0.25 to 0.50 percent for each mailing. As stated previously, it is essential that you include a clearly visible unsubscribe link in every email and to implement an unsubscribe process that is clean and simple.
Email List Growth Rate
The email list growth rate indicates the net increase in the number of email subscribers within a given period. This value is accordingly negative in cases when a mailing list shrinks.
Spam Complaint Rate
This measurement shows how many delivered emails were marked as spam. Your spam complaint rate shouldn’t go higher than 0.3 percent. Anything higher than that and you can expect process. This could be anything from purchasing a product, downloading an e-book, or mail providers to institute penalties when you try to deliver future emails.
Return on Investment
Your return on investment (ROI), is the financial ratio that is used to measure the return of an entrepreneurial strategy. This measurement compares the profit to the invested capital. When used in email marketing, the term refers to the ratio of the costs required for an email marketing measure to the revenue generated by it.
Defining Your Goals
Before you send out your first emails and start analyzing the results, you need to determine the goals of your email marketing and what you are going to measure. You can set goals like gaining new customers, increasing revenue, or raising brand awareness, or it can be a combination of goals. In order for you to define concrete goals, you are also going to need to establish the appropriate KPIs.
Measurements like click rate, conversion rate, and email list growth rate should always be on your list of metrics to analyze. However, you also need to specify and track the correct KPIs depending on the goals you want to accomplish. For example, if your goal is to gain more subscribers, then you need to focus on the email growth rate, as well as the subscribe/unsubscribe rates. If your number one goal is to increase revenue, then you need to focus on conversion rate.
Analyzing the data associated with your email marketing campaigns is a never-ending process. They should be used to uncover potential areas for improvement in your email marketing campaigns and should immediately flow into planning for your subsequent campaigns.
You will need to compare the measurement results that are achieved by your different email campaigns to get a better sense of what did and didn’t work.
As you optimize your email marketing campaign, try different subject lines, sending the emails at different times, placing different call-to-action buttons, and so on, until you find a formula that works. If you discover that specific measurement results aren’t satisfactory, then you need to do some digging to find out the cause so you can further optimize your emails to obtain the desired results.
When you are getting started with email marketing, you have to pay special attention to your audience. Since each of your subscribers will have different needs and interests, it is essential that you analyze your data and effectively create a variety of different strategies that you can implement to influence your audience to purchase what you have to offer.
Make sure that you are providing your readers with exciting, dynamic, and relevant content to keep your audience happy to receive your messages.
Remember email marketing is an ongoing process to try not to get too frustrated if you don’t see immediate results. Your subscribers are knowledgeable, and you will have to work hard to provide them with valuable information and make the connection before you can influence them to make a purchase.
If you make the commitment to implement great business practices, and the more you deliver on your promises, the more your subscribers will trust you, this is the best time to implement email marketing into your overall marketing strategy because the information is readily available, and you have many ways to obtain new subscribers and further promote your business.
Taking the time to implement the strategies in this book will help you become a notable email marketer for your dealership.
How do I become a car salesperson with no experience?
As we know the automotive industry is a great way to grow an amazing career. No matter where you are in life, one can jump into the industry and fall in love with everything involved while making some money.
Every day new people join the industry and have been long called “green peas” to highlight their rookie status. While there is often an interview process to become a salesperson in the dealership, people from all walks of life can be successful (or not) selling cars.
Speaking from personal experience when selling cars, it is amazing seeing who can make it and who doesn’t work out in a particular dealership. I have seen people with comedy backgrounds who thought would rock it – become shy and have a tough time with people. Some people with technical knowledge find common ground with folks and do amazing. Of course, there have been people that were musicians and waiters that totally rock the sales process.
When it comes to sales in the automotive industry – one thing that I was told always stuck with me. A veteran that had become a finance manager said: “always be the new guy, being naive can get you far”. It seemed to work that way too – when new always asking questions, talking to sales manager, and being “new” helped with the sales process.
There is almost always training available from dealers when it comes to sales techniques. This could be put on by the dealership, manufacturer or online courses.
When choosing a dealership that you want to apply, look for strong management. They will make all the difference in the process. Leadership will ensure that they work with you to become a great salesperson and have a chance to become successful at selling cars.
While I had been around the industry for a while – when selling cars, literally jumped in after a couple of days learning about the dealership. After about a week hit my stride and started selling a few cars – focusing on floor traffic, phone calls before joining the internet team.
That is where real great opportunities being to roll in. Remember to be yourself during the sales process. People buy cars from other people, so do a great job on email, phone calls and text messages. Most people have done research about vehicles online and the purchase decision is based on real-world relationships.
All dealers focus on the front end and moving new/used vehicles. However, there is still a big need for Automotive Service Marketing Ideas to drive people into the Service Department for the dealership!
Within the automotive industry – there are new cars, used cars and service locations. While the service side is key to all dealerships, it is often overlooked. In a dealership environment, general managers know the fixed side is key, the absorption rate is measured and safety is in place. However, when it comes to marketing, most don’t put a lot of resources towards the back end of the dealership.
On a daily basis it is busy and on a seasonal basis keeps the funnel full. But let’s look at how it can grow.
Service Web Site
While there is a huge focus on the sales side of the business when it comes to a web site. There is often not a lot of resources focused on the service side when having a web site. Within this website, the service department can focus on growing their own brand within its market. For example, while they may focus on one particular manufacturer they could also build out content that isn’t specific to that brand. And build content that is generic for the off makes as well. All dealers can do work on vehicles outside of their lineup but often don’t market that aspect to the best of their abilities. “All Makes All Models” is often said but very little put into the digital marketing aspect.
Using a service-specific web site allows for Automotive Service Marketing Ideas that are unique for the dealership. Build content that helps drive people in the market for repairs or maintenance to the web site and booking appointments.
When it comes to service, there is a huge need for departments to build out social media. While not as key as the sales side of the business, still a requirement to highlight the overall service department. For example, you aren’t likely going to show customers picking up their recently serviced vehicles. However, there can be sharing of service specials, recommend seasonal maintenance and highlights of team members. Does a technician do something cool after hours? Be sure to share some details. Do an amazing service on an off make be sure to let followers know!
Google Ad Words
When it comes to Google Ad Words for service – there is an untapped need for using Google Ad Words and covering Automotive Service Marketing Ideas for dealerships. Build out a landing page (more thoughts soon) and direct people to that page and focus on a seasonal idea. For example in the fall and spring do a Tire page that outlines rotations or getting new tires for a vehicle. Then drive traffic to that specific landing page using Google AdWords. However, the page can be more “generic” and not necessarily focus on one brand. It can help build out off make content ideas and using keywords to bring in traffic that is focused on the service of all makes and models.
Search Engine Optimization
If you create a separate service web site or need to focus on the dealership web site, both need quality content. This is where some Search Engine Optimization (SEO) comes into play. If you want to build out content on a particular model service or specific service for vehicles while focusing on the local market. It would be best to focus on content that is relevant in the market and season. One key service option is certainly tires – so write lots of content around tire changes, seasonal tires, and the importance of rotations. Other thoughts are batteries, brakes, oil changes and other key maintenance services.
Here is an example of content from Canada that highlights “Tire Changes” in the last 12 months – you will notice the peaks and lows, but again content focused.
Service Landing Pages
As mentioned above – Google AdWords needs to be a focus for the service department at the dealership. Hit on the keywords in service – brakes, batteries, and tires along with other performed services. However, instead of doing that work and sending them to a full web site, focus on a landing page. Here there can be specific offers tailored to the traffic brought to the page. For example, in spring you push a landing page with tire rotation options on the page and in turn a way to schedule appointments for the dealership as well.
A key area for service is certainly the production of videos for the department. There are limitless ideas when it comes to videos for the service department. These include a walk-through of the department when the drive-through doors open, meet the service team and visit the actual service shop.
Here is a great example of a dealership service video!
A great tool that is underutilized for all dealers – sales and service simply using Google Business for their dealership. This allows for people to learn lots about the dealership quickly and easily when conducting a search. Dealers can include photos – tires, service drive-through, and, the service shop. Also, allow for specials to be listed under posts that link to the web site or landing page. Also, allows for products to be listed so that dealers can include oil, parts, accessories and more. So listing those will help gain exposure once somebody searches for the dealership and wants to see more about the dealership. Obviously there is a need to increase reviews on Google as well – so watch the reviews that come in and if you need to reply do that and obviously ask customers that have a great experience to leave reviews as well!
In conclusion, when it comes to Automotive Service Marketing Ideas I hope that these will be some though starters for your dealership and help grow digital marketing to highlight the service department as well. Should you have specific questions or thoughts please don’t hesitate to contact me anytime.