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Simple Secrets of Successful Email Marketing for Car Dealerships
By GreenRope Contributor, Julie Bowen
Dealing in cars will always have a strong face-to-face element. You shake hands with your customer and sign the papers on the premises. But getting the customers onto the forecourt has always been a mix of good advertising and making personal contacts with your target customers. Pretty much every car dealer worth their salt has cottoned on to the internet’s ability to help them do both. There are some great guides to email marketing out there which apply in general to selling cars. In this article, we're also going to take a look more specifically at using email marketing in the car dealership sector.
First of all, generic advertising, while useful, doesn't pack the same punch as a personalized email landing in your inbox. That's not to knock adverts - Google ads and similar targeted advertising systems mean we can target people in our area looking for the kind of cars we sell. Well designed adverts and websites are essential - for an example of a clean designed site, click here for the Car Loan 4U website. But it’s not a magic bullet. Adverts still need to be well-designed and customer-focused. Better the customer has no idea you exist than they see a shoddy-looking ad with your company’s name attached to it. First impressions count. And even a nicely put-together ad lacks a certain something: the personal touch. That’s where email comes in. Mass marketing by email has got to be the cheapest and potentially the most effective tool for reaching out to our customer base.
But just as there are rules for good advertising, you need to know what you’re doing with mass emailing too – or you’re going to risk alienating and annoying the exact same people you want to do business with.
So let’s look at the 5 essential keys to making the most of your email marketing operations.
Actually, you might have noticed something here. Though email marketing is transformative – or at least potentially transformative – for the way you reach out to your customers, the best approach to using it requires some pretty familiar rules that good salespeople know instinctively:
There are so many people sending out spam and junk mail these days – just because it’s ‘free’. Set yourself apart by using email in a restrained, thoughtful, targeted way. It will give your customers a great impression of what kind of company you represent.