Any successful business or advertising expert knows that email programs are an essential pillar of a healthy, omni-channel marketing campaign. From lead generation to customer satisfaction, email marketing comes with a long list of potential benefits for dealerships far and wide.
So, if you’ve been wondering how email programs will boost your car sales, it’s time to tap into the years of experience compiled by the marketing moguls at Aspen Automotive.
Once you’ve read through these sales-boosting benefits of our email marketing options, you’ll be ready to craft a strategy that takes full advantage of email’s versatility and accessibility.
1). Increased Customer Engagement
For the most part, email programs are the most effective way to keep your audience informed about upcoming events, new products, and special offers at your dealership. By keeping your most frequent buyers updated on programs and events they’d be interested in, you’ll improve customer satisfaction across the board.
Thanks to the time you put into creating an engaging and informative email for your consumers, they’ll feel more connected with your brand and are more likely to visit your dealership to check out the product or promotion advertised in your email campaign. In short, the more customer engagement your email campaign achieves, the higher your car sales will climb.
Tip: If you’re planning to delight your current customers with a simple way to participate in one of your dealership’s upcoming discounts or promotions, consider creating an email program that’s equipped with a scannable QR code. That way, all they have to do to earn the rewards provided by your team is have their mobile device ready to go.
2). Clear-Cut Audience Targeting
To make the most of every email that lands in your customers’ inboxes, you need to make sure that you’re sending the right messages to the right buyers. How do you do that?
Well, first, you should focus on email list segmentation. By filtering your audience down into different groups based on their goals, previous purchasing history, demographics, etc., you’ll be able to more efficiently customize the message of your email blast to cater to the needs of specific buyers.
When all is said and done, your dealership can focus the contents of each email to more effectively engage with new leads, repeat customers, and all the customers in between, and increase car sales as a result.
Tip: If a particular segment of your dealership’s audience lives near a state park or some other outdoorsy area, consider sending an audience-segmented email that features one of the SUVs offered in your showroom. Due to your concerted efforts to speak to a particular subset of car buyers, you’ll automatically improve your car sales.
3). Improved Brand Recognition
The more you communicate with your customers, the more likely they are to not only recognize, but also trust, your dealership’s brand.
Harnessing the frequency and versatility of automotive email programs provides your consumers with regular updates on topics that are most relevant to their needs. Plus, modern technology allows you to add another layer of personalization that encourages repeat business.
For instance, sending your visitors reminders about a vehicle that they’re interested in or about items they left in their online shopping cart keeps your buyers from forgetting to complete a purchase. The result? You guessed it: better car sales for your dealership.
Tip: Keeping your current customers focused on your dealership is just as important as attracting new leads. So, to delight your most frequent buyers, design an automotive email marketing campaign that provides them with recommended products based on their previous purchases. That way, they’ll receive the customized treatment they need to make another purchase from your auto dealer.
Things to Keep in Mind with Your Email Program
Now that you know more about how email programs can boost your car sales, let’s look at some important things to keep in mind when building your email program.
Be Consistent with Emails
The world of email is always active. In fact, in 2019 most individuals received around 126 emails per day.1 With so many emails being sent per day, sending consistent, frequent emails is a great way to make sure your emails are being seen.
Keep Length of Emails in Mind
Chances are that people are reading emails on their phone. The last thing people want to see while checking emails on their lunch break or in the waiting room of a doctor’s office is endless text. That alone could scare them away.
The shorter the email, the better. Aim to keep your emails to about 140 characters. Make your offer clear and known in a way that will entice people to learn more. If you need to add more text, consider adding headings and bullets to break up the text.
Take Advantage of White Space
When planning an email campaign, you may be tempted to fill as much space as possible with images and other types of graphics to get the most out of your campaign. Although, in doing this, you may inadvertently be driving potential shoppers away.
Just like how you want to keep the length of your emails in mind, you also want to keep an eye out for spacing.
We recommend leaving as much white space as possible. Keeping paragraphs short and using bullets enhances the skimmability of the piece, which could increase the readability rate of your email by up to 47 percent.2
How the Team at Aspen Automotive Can Help
We at Aspen Automotive pride ourselves on helping grow dealerships with our automotive marketing expertise. Our team consists of a variety of gurus with knowledge of everything from research to design. This allows our work to be done in-house, which ensures you’re given the same level of care throughout every stage of your marketing journey.
Some of the services we provide include:
- Data solutions
- Marketing technology solutions
If you want to pair your email program with a direct mail campaign, our in-house production staff is here to print high-quality mailers and have them at the post office typically within 72 hours of campaign approval.
Are you ready to elevate your dealership’s marketing strategy to the next level? Let us help!
Now that you know the top three ways in which email programs will boost your car sales and three tips on how to best design your program, it’s time for you to reap the benefits of this proven marketing approach by teaming up with Aspen Automotive.
With the dedication of our email marketing professionals, you’ll see your dealership’s sales numbers rise in no time. Get started by sending us an email or giving us a call today!