Email marketing produces a higher return on investment (ROI) than any of the other digital marketing channels, but the caveat is having the right formula. A combination of personalization beyond the greeting, follow ups, creative messaging, and the right timing can mean the difference between ending up in the ‘trash’ or putting your business on the map.
To be sure that your automotive email marketing efforts produces results, keep the following things in mind:
Take Personalization Beyond the Greeting
With a median ROI of 122%, email marketing is one of the most successful ways to reach your audience and entice them to act. An important step to achieving that outcome is taking your personalization beyond just the greeting.
The great thing about automotive email marketing is that there are easy ways to make emails specific to each recipient. Depending on what kind of information you have available in your email database, you can segment your customer list by categories like:
- Car type
- Past purchase
- Car mileage
After you decide which segment you’d like to target with, you can start creating your personalized message to that group. For example, if you decide to to target customers with 2011 Mazdas, you can craft a message like:
Our records indicate that your 2011 Mazda 3 has a scheduled maintenance approaching soon.
This email may garner more interest than the standard, “Hi John, We’re having a tire sale” email.
In addition to personalizing your emails, including active promotions is another way to improve your automotive email marketing. You may not be able to snag a sale or lead from an email that just encourages customers to come in, which is why these promotions should be in all of your outgoing communications. Here are a few examples:
We’ve got a few special promotions just for you! Goodyear factory mail-in rebates are now available and you can get up to $150 back with purchase of 4 select Goodyear tires.
We recommended some additional services during your last visit. Our recommendations are based on the safety, reliability and performance of your vehicle. We encourage you to schedule an appointment soon to perform the following services:
- Platinum Warranty
- Remove and Replace Wheel Bearing
- Spin Balance Rear Tires
Keep Messages Short
Perhaps one of the quickest ways to improve your marketing emails is to keep them on the shorter side. According to a study by Microsoft in 2018, the average consumer attention span is only 8 seconds. This means you have to grab their attention within that time to ensure your audience reads your entire email. Stick to something short, easily digestible, and quick to read.
For a starting point, try this easy model:
- Introduction - Include their name and customer details to pique their immediate interest.
- Deal or discount - Hit directly on the detail that is most important to them.
- Quick Tip/Fact - Include an interesting company fact or industry statistic that your reader may not already know.
- Call to Action - Make every email actionable. If you do convince somebody to book, make it as easy as possible to direct them to your page by including a button at the bottom that takes them there.
Another way to improve your automotive email marketing is to send your emails at optimal times. Studies have shown that although Tuesdays and Fridays have higher open rates for emails, Saturdays have the highest conversion rates. Knowing that your prospect will likely make a purchase on Saturday, you may want to send the initial email on Tuesday with a follow up on Friday.
How BayIQ Can Help
In addition to improving your automotive email marketing with the above tips, you can also be more successful with your campaigns by using tools like BayIQ. BayIQ is a one-stop shop for your auto repair marketing needs; providing your customers with automated email service reminders, service suggestions, and more to help increase repeat visits and minimum spend.
See how BayIQ can help you grow your business with a free demo.