30 Apr 2020
car dealers: 9 steps to boost your sales using email marketing in 2020
in this post, we’ll explain 9 actionable steps you can take to use email marketing to increase your car dealership sales.
As a specialist automotive marketing agency, these are exactly the same strategies we’re using to push our client’s sales into overdrive every day.
But before we get started, here’s why email marketing is worth doing right.
Right now as we’re dealing with the Covid-19 situation, keeping in touch with your customers has never been more important. Reassuring and relevant content in emails can maintain website traffic, create leads and send positive messages in times of uncertainty.
Your customers are waiting to hear from you, and how you communicate now will affect your business in the month ahead.
Email marketing is the single most powerful marketing channel for car dealers. Website pages and search engine traffic lag way behind for conversion success. It leaves social media for dust.
What’s more, email marketing is the most cost-effective marketing ROI there is – on average bringing £44 back for every £1 spent (Campaign Monitor).
So there are some pretty convincing reasons to put your resources into maximising its potential…
1. clean up your mailing list
The number and quality of the subscribers on your mailing list is a key factor that dictates the success – or failure of any email campaign. You’re wasting your time sending emails to folks who aren’t really interested in your products or services – but haven’t bothered unsubscribing. Yet.
So you’ll need to do some pruning. Extract the pulp from the juice. Sort the wheat from the – well, you get the picture.
In marketing speak, it’s called Email Scrubbing.
And it’s the first step of your email marketing strategy if you’re serious about sales.
These are the advantages:
⦁ Better open rates & click rates
⦁ Reduced spam
⦁ Lower bounce rates – where the email doesn’t reach the inbox
⦁ More reliable data
But more importantly, you’ll be able to get to know your subscribers and what they’re interested in – which leads nicely on to the next step. By the way, if you need any help with building your mailing list, get in touch.
Obviously this has nothing to do with oranges.
When you have multiple locations, multiple brands or at least multiple models, you need to segment your mailing list.
Would an X-90 driver be a potential client for a Mini?
Would a customer in Newquay buy a car in Newcastle?
Well, they might. It could be a second car. They may be geographically mobile.
And that’s the point.
If you have information about your contact, you can choose relevant content depending on their individual interests.
In fact, every email campaign is a new opportunity to learn more about the human beyond the inbox. What do they open? What do they click on? Marketing bods like us are keen on tracking information like that with stats and figures.
We also know that car dealers are more interested in firm enquiries. And here’s where it gets interesting.
3. personalise content
Tailoring content to your segmented mailing list is where you can make some serious marketing gains. Send an email to a Honda Jazz driver with a relevant new car offer that they have previously clicked on and you’ll be pretty close to an enquiry conversion.
What’s more, the qualified nature of that enquiry makes a sale potentially easier to achieve.
4. don’t sell, tell
Car buying and customer relationships with car dealerships are changing. For the Millenial generation, choosing and sometimes actually buying a car is an online affair.
Email is now the preferred channel of communication for digital natives. And so that’s the way modern car dealers should build relationships and brand identity.
Frequent newsletters, model launches, meet the team photos or how to…videos can raise the profile of your business. Unique and relevant information is a great way to nurture your customers.
This content can also affirm your local community presence.
Put informative, readable and helpful emails in your customer’s inboxes on a regular basis and you’ll cultivate conversations.
And if you can pique curiosity with details and spark imagination with stories, your emails take on a new dimension, triggering onward clicks to your site.
High in the consciousness of your future customer, your business becomes an obvious and friendly place to come – when the time is right.
No-one likes the hard-sell, but promoting your offers is far from contradictory to the previous step.
Your well thought out email strategy has built authority, confidence and maybe even a degree of desire. What luck that your latest, personalised offer hits the inbox of your potential buyer just at the right time.
It’s almost as if it were planned…
So far, we’ve looked at using email to boost car sales. But every dealer also knows the value of aftersales.
Recipients of your timely and well-targeted servicing, maintenance or MOT offer will gladly accept as an ideal solution to their current need.
After all, why would they go anywhere else?
7. get mobile
More than half of emails are read on smartphones. Custom coding is a technical term for ensuring that your marketing email is mobile-friendly and appears correctly on different size screens.
Even the greatest content won’t function if readers can’t, umm… read it.
If you need, we’d be delighted to help you with that, as it’s not as easy as it sounds.
8. optimise the mailout
And talking of technicalities, the timing of your mailout can be crucial to the success of your campaign. When is the best time to send your mail – Monday morning? Saturday afternoon?
The answer is… well, it depends.
Typically a good time to send is from Tuesday to Thursday, between 8am to 10am – as this generally coincides with good email opening times.
But offers may be different to newsletters. There may be variations between region and brand.
After all, every subscriber list is different.
And so the only way to know – like any other variable, is to test, which also takes a bit of experience to master.
9. carefully cultivate lost leads
The last step in our email marketing guide is again based on analysis. This time, looking at your subscribers with the least engagement.
We know sales cycles in the automotive business can be long.
But by carefully targeting and personalising your lost lead content, often you can transform a stone cold subscriber into a red-hot prospect.
Or as we’d call it an MQL – a Marketing Qualified Lead.
But then we are Marketing geeks, after all.
Which is why we’re particularly well placed to help you with yours. Let’s work together to get your custom email campaign up and running.
Seeing this site for the first time? Subscribe to our mailing list and receive our latest car dealership marketing news, tips and advice.