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Tips for Auto Dealership Email Marketing Campaigns

While some dealerships are successful with their email marketing campaigns, it is a task that can easily fall to the back burner or be neglected.  When done correctly, email marketing is an effective way to stay in touch with existing customers, and build a relationship with potential car buyers. 

If your dealership has let your email marketing efforts go in recent years, here are some tips to refresh your campaigns and help keep them successful:

Add a Human Element: Make sure you email sounds as though an actual person wrote it.  Email users get so many automated messages as it is; put a personal touch and tone in yours to connect with your past, current, and future customers.

Send Often, but Relevant: If your dealership has relevant, quality information you want to get out to your customers, send it!  Worry less about frequency, and more about quality.

Design Matters: When was the last time you took a look at the design of your outgoing email marketing?  Is it branded well?  Pleasing to look at?  Devote some resources to making sure your email template matches your other branding for a consistent message, and that it looks good.

Essentially, put some effort in, and it will show.  Make your emails worthwhile to read, sound as though they were actually written by a person, and are pleasing to the eye.   If you’re going to use email marketing, integrate it into your car dealer online marketing plan. Remember, the goal of email marketing is to establish, develop, or maintain relationships, so send emails (and give it the time and effort) that reflect that goal.

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Tags: Best, Email, Marketing, Practices


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Comment by Alexander Lau on September 5, 2014 at 8:57am

Email sequence contact strategy template

Use this spreadsheet to define triggered email sequences

Comment by Ali Amirrezvani on February 23, 2012 at 11:20am

Great goal Mike!  Let us know how this progresses throughout 2012.

Comment by Mike Warwick on February 21, 2012 at 12:27pm

One of my goals for 2012 is to have truly effective email marketing campaigns for sales and service for all of our stores.  We spend so much money in all of our other advertising that email marketing is often overlooked.  If done right, the ROI is phenomenal but I agree that you need to give it the time and effort that it deserves.

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