Email Marketing Tips for Dealerships – Connect With Your Customers!

Is your dealership missing out on an enormous opportunity to create long-term customer loyalty, increase customer retention rates, and most importantly, drive business into your service bays, your parts department, and your showroom? You might be if you’re not already using targeted emails as an integral part of your overall marketing plan.

Here are a few tips to get your email marketing program rolling:

• Keep in mind that email marketing is a program, not a one-time event. Email communications strengthen customer loyalty by delivering unique messages and special offers that are personalized for the recipient once they have opted-in to the program.

• Coordinate efforts in the sales and service departments to collect valid customer email addresses. The average dealership has email addresses for fewer than 30% of its current customers; however, collecting upwards of 70% is an attainable goal if you put the right processes in place to collect email addresses at every touch point.

• Remove the word “blast” from your vocabulary and avoid “one size fits all” messages. Email offers should be targeted provide deals based on where individual customers are within their sales and service lifecycles.

• Brush up on state laws and policies. Errors in disclaimer size or omissions of information can lead to hefty fines! OEM brand standards must be followed if you wish to co-op the cost of your efforts. If you’re unsure of all the rules, a knowledgeable email marketing company can be a great resource in helping you meet state laws and OEM guidelines.

Using these tips as a foundation, you’re now ready to plan your email marketing program and start connecting with your customers using this important channel.

What are your dealership’s best practices for email marketing?