Email Marketing Software Puts Car Dealerships in
the Fast Lane
In today's intense competitive
marketplace, car dealerships are doing everything
they can to lure in customers and keep them coming
back. Dealerships employ a variety of marketing tactics
to reach out to the customer. One tactic that has
proven to be incredibly effective and very affordable,
and which has gained considerable popularity in recent
years, is using email marketing software to deploy
targeted email campaigns. This article explores the
ways car dealerships can use email marketing software
as a key element of their marketing plan.
Any business person will tell you that
is it far easier to retain an existing customer than
it is to acquire a new one. That is common business
knowledge and it is no different in the automotive
retail industry. A happy customer who bought or leased
a car from a dealership several years ago will be
very inclined to come back to that same dealership.
Launching a targeted email marketing campaign can
help give that customer the extra push he or she needs.
Since the dealership already has all the customer's
information (including permission to contact them
via email) the dealership can send this person (and
all the other people in the same group) an email promoting
new cars that are available for sale or lease.
For example, a car dealership may have
a group of customers that leased an SUV, with the
lease expiring in the upcoming months. This dealership
can use email marketing software to launch campaigns
specifically focused on these people. It can tell
these people all about the latest lineup of SUVs they
can choose from when their lease expires. This email
message not only provides detailed information to
the customer (ie. What cars are available), but also
keeps your dealership's brand in front of
the consumer. After all, if they were happy with their
experience and they're consistently reminded
of your dealership, why would they look anywhere else?
Email marketing software also acts as
a great method for bringing customers back into the
car dealership for maintenance. For years dealerships
have been calling customers reminding them that it
is time for their 'vehicle service'. Now,
in the day and age where many people check their email
more rapidly than their voicemail, it can be very
effective to send out an email reminder instead of
(or in addition to) the courtesy call.
This email doesn't just have
to remind customers that they are due for service;
it can also entice them to come back to your specific
dealership, as opposed to a competitor or generic
auto shop, by offering a certain eCoupon or discount.
For example, many car dealerships have found that
if they include a coupon for a discount oil change
(just as an example) that it drives the customer back
to them for service. After all, they simply have to
print the eCoupon and go back to the dealership that
they trust anyway, so why even entertain the thought
of bringing their vehicle somewhere else!
Email marketing software is also very
effective for promoting events like customer appreciation
days, grand openings, new location announcements and
more. With just a few clicks the dealership can send
a targeted email marketing campaign to its customer
base and instantly spread the word about an event
or important announcement. Since most email marketing
software solutions include full tracking capabilities,
it is easy to track the effectiveness of the campaign,
as well as event RSVPs.
Email marketing software is very easy
to use and can be integrated into any dealership's
marketing plan without any drastic learning curve.
Since many solutions are designed for small business
email marketing, the costs are very low and the campaigns
produce a very high return on investment.
About the Author:
Robert Burko is President of EliteEmail.com,
the trusted email
marketing software used by thousands of businesses
around the globe. Try the complete <a href="http://www.eliteemail.com/email-marketing/">small
business email marketing solution</a> today
for free with a no-risk trial.
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