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Digital marketing is one of the cornerstones of effective publicity for any business. The impact of online marketing lies in the strategies devised. With the advent of various technological tools, businesses are increasingly leveraging these to improve conversions.
One of the most impactful promotional strategies includes email marketing. Owing to the effectiveness of email marketing, numerous auto dealers across the world are implementing the strategies for positive results.
We receive a bunch of emails every day. The fact is, regardless of the number of emails we receive, we still go through each and every one of them to decide which ones we delete and which ones we keep. Therefore, reaching out to customers through email ensures exposure of the business and its products and services. Email marketing for an auto dealership works along similar lines.
Let's take a look at the best email marketing strategies that you can start implementing immediately.
The most important aspect of emailing marketing is the list of email IDs of your customers. Is the list accurate? Is it up-to-date? Data becomes outdated rapidly. Therefore, the email list should be maintained regularly to keep it updated. The right email content but an incorrect email ID may not generate the results you are expecting.
Additionally, a healthy email database is important to improve the effectiveness of your email marketing efforts.
With a pile of information crowding the Internet, it is extremely important to ensure that you are adding value with the information that you are providing. Otherwise, it is highly likely to get lost in the crowd. This is also applicable for your email marketing techniques.
Think of it this way. Your customers are going to spend their valuable time reading your emails. What are you giving them in exchange for that?
The emails you send should contain the information that your clients need. You can include valuable tips for keeping their cars clean and updated. You can also share vital information about any offers or discounts that you are providing. They should also be notified of the events. You can also provide information about personalised number plates to those who have bought car accessories from your dealership.
Did you know that mobile platforms represent 65% of the digital media time that users spend on the Internet? In fact, most of us check our emails on smartphones. If the emails do not render properly on mobile platforms, most of your users are going to abandon them and move on to the next one. Therefore, it is wise to make your emails responsive for all platforms.
The emails that are not optimised for mobile platforms do not look good on mobile phones and tablets. As a result, your message does not reach your existing and potential clients. To prevent this from happening, you can consider keeping the emails short. Use single lines with appropriate spacing to improve visibility. If you use any visual in the email, ensure that can be viewed properly on mobile platforms. Adequate testing is also important before sending them out to your customers.
Personalization has become a buzzword in marketing. However, continuous targeted emails to your clients may become more generic. It may make the customer feel like just another ID on the list and s/he may lose interest quickly. This is where the usage of dynamic content for your email marketing becomes relevant.
You can start with including the name of the receiver at the beginning instead of an extremely formal greeting. You can take it a step further by sending emails the contents of which are customized based on the location of the person you are sending it to.
Additionally, sending emails from a generic company mailbox isn't a good idea. A person sending an email draws more positive results than receiving an automated email.
Sending bunches of emails every day to your customers will only overwhelm and annoy them, thus producing a negative impact. It may cause your efforts to backfire. You can consider spacing the frequency of sending emails to your customers. You can also give your customers the option to choose the frequency of the emails.
These steps can help you generate positive results from the email marketing strategies for your auto dealership.