Send Out Your Best Marketing Emails

Is connecting with customers a priority for your dealership? For most retailers, it’s a big one – you want customers to purchase from you again in the future. And those prospects who have visited your store only once? You definitely want them to come back! Maintaining a connection with customers is made easiest through email marketing.

On a basic level, marketing e-newsletters for your dealership should be sent to your subscribers on a regular basis. Once per week is a nice goal, but more than that is likely to overwhelm your readers. These e-newsletters may serve a variety of purposes - maybe an announcement about an event, a promotional offer for a sale your dealership is running, or just a note of customer appreciation. You can – and should – include images, and you should always provide a call-to-action, or CTA (ex. “Call our service department to learn more”) with contact information included.

The best marketing emails are simple and straight to the point. Most people won’t spend more than 5-10 seconds reading your email, so don’t fill the space with too much text. Focus on a bold, enticing headline that gets readers’ attention quickly. Short bullet points that outline your message accompanied by imagery or video are best practice for a successful send-out. And don’t forget the CTA and contact information – even if your emails earn high open rates, it won’t result in much if readers have no way to react to your message.

One thing to keep in mind is that the intent of your marketing e-newsletters shouldn’t always be to sell. You should use email marketing as a strategy to keep your subscribers (aka customers and prospects) interested and engaged. You don’t want them to forget about you and the products you offer, and you certainly don’t want them going to a competitor, but you don’t want to be aggressive in your sales tactics or overwhelm your subscribers. You want them to be interested in opening your email when it IS time to announce a new sale or promotion. By keeping in regular contact through balanced messaging, you can achieve that.

Statistics show that e-newsletter marketing results in more conversions than any other marketing channel. Sixty-six percent of online consumers say they have made a purchase as a result of an email (Data & Marketing Association) and the ROI of email marketing is 4300% - double that of any other digital marketing method (Emma). Develop an email marketing program that increases engagement with customers and see where the results can take you.