Increase Your Open Rates, Get Customers To Come In & Keep Your Messages Out of The Spam Folder
Even with all the social media platforms, texting, direct mail, and other marketing channels, email is still the most effective channel for driving sales and customer loyalty.
Email marketing lets you personalize your message in ways that social media and paid ads simply can’t match. But it’s not as simple as hitting ‘send.’
Many automotive service businesses fail at email marketing because they don’t have the right strategy in place.
That’s why we’ve condensed the most essential email marketing tips into ten easy-to-digest commandments so you can start the process of leveraging your email list today.
1. Build Your List
Your email list is the most powerful and reliable tool in your marketing arsenal, boasting an average of a .
A high-quality email list is the key to unlocking your ability to effectively market across multiple channels – not just email. Your list can also be used to create custom audiences for hyper-targeted digital ads on Facebook and Google.
Needless to say, collecting emails and maintaining a well-managed list of subscribers should be a top priority for automotive service business owners, managers, and marketers who want to increase car count, average ticket value, or average repair order.
But how do you grow your email list? Simply by asking! Start by making sure your team asks for an email addresses after every service.
If you want to get your customers’ contact information, but you’re worried about being too pushy, this tip is for you. Let them know that in exchange for their email, they can expect to receive discounts, promotions, and service updates from you.
They’ll be much more likely to say yes if they know exactly what they’re getting into, and that they’ll automatically benefit from providing their email address.
Another great way to grow your email list is by incentivizing your team. Many shops will provide incentives and bonuses to managers and techs who are actively collecting customer emails.
The typical range for email collection for automotive service businesses is 30-40% of total customers, with the best-performing shops hitting closer to 70-80%.
Just remember, the more emails you collect, the higher your shop revenue will be. Grow your list and boost shop morale.
2. Use a Domain Email Address & Verify Your Domain
Your email address should match your website domain to keep your brand consistent. That will prompt a higher reputation score that ties directly to deliverability and open rates.
If you’re running your business on a free email address like Gmail or Outlook, it’s time to make a change.
Using the free version of these services can hurt your email deliverability, by suggesting that your business lacks credibility. Even if you don’t think your business is ready for it yet, setting up a professional domain email address is cheap, easy, and can make all the difference to your email marketing effectiveness.
Whether your shop provides full-service repairs, quick lube services, tire sales and services, detailing, or any combination of those, you should be using an email marketing platform to send out emails to your current and prospective customers.
This requires a domain email address to sign up and start using their tools. These platforms allow you to create and send professional-looking emails, monitor your open rates, and track engagement.
This must-have data provides you with the ability to understand the effectiveness of your email marketing, so you can continue to improve your campaign strategy over time.