Email Marketing In The Recession
Often overlooked because of its insufferable first cousin SPAM, email marketing has once again stepped into the limelight. Email marketing earns major brownie points in today’s economy because it’s highly cost effective and is a great tool for customer retention. If you’re the service director of an auto dealership, emailing your customer base will save you money over direct mail. Your service specials and coupons will not be lost in translation or transmission.
Email marketing allows you to be highly segmented. You have the ability to email your 45,000 mile service appointment customers just as easily as your 5,000 mile service customers. All of this with the click of a few buttons – the dealership administrative staff will build a statue in your honor. Remember, you’re saving yourself time & money when you use email marketing. An email will be in your customers inbox days before the direct mail piece reaches their mail box; you’re ROI will be larger and you’ll see the return faster.
If used correctly, email marketing can launch sales, service appointments and parts requests. If you have a brand new special passed down from corporate your customer base can know about it 20 minutes later. 20 minutes later is no exaggeration if your email marketing infrastructure is in place. Build your email marketing infrastructure – today.
Email Marketing is a great way to build relationships with your customer base. Don’t just mass email your seed list over, and over. Create highly intelligent email blasts with a specific message to a specific group of customers. After someone buys a new car, email them a thank you and let them know just how much you appreciate their business. Email them a month later to check in and see how things are going. Remind them that your service department is here to assist with oil changes, maintenance and more. After all, you don’t want to sell your customer a car and never see them again do you? You want your customer to turn to your dealership for all their automotive needs now and in the future.
You’ll need to grow your email seed list as well. In addition to the email leads you gather, an email lead capture form should be programmed on your web site. This will help you establish a relationship with customers that you previously did not have. All of your marketing services should work hand in hand.
This generation of car drivers are more accustomed to getting email than direct mail. They do everything online and sometimes don’t even check the mail for days.