Does your digital marketing strategy mostly consist of social media and paid ads? If so, you are not alone. Social media marketing has grown in popularity, and the impact of platforms like Facebook, Twitter, and Instagram cannot be denied. However, there is one valuable digital marketing tool that could deliver the leads and sales conversions that you need. While it is easy to think that sending emails is no longer useful due to the rise of social media, the data reveals that this is not true.
- In 2016, a survey by two digital marketing providers revealed that 81 percent and 80 percent of respondents, respectively, said email marketing drives customer acquisition and retention.
- A report by Forester revealed that customers as twice as likely to sign up for your email list then interact with you on Facebook.
- MarketingSherpa found that 61 percent of consumers want to receive promotional emails at least weekly.
So, the assumption that customers do not want to see emails in their inbox from companies they identify with is a myth. They want to hear from you, but as an auto dealer, you have to make it worth their while. How can you use email marketing to boost leads and generate sales? Read on for our list of tips.
Always Send a Welcome Email (And Offer Them Something for Signing Up)
If you have just signed up a potential customer to your email list, it is critical to begin cultivating a relationship. What better way to do that then immediately reach out through email? Welcome emails have shown to be effective in generating initial buzz and revenue. In fact, 320 percent more revenue can be attributed to them on a per email basis than other promotional emails. So, use this as a time to briefly welcome them to the list, explain what sets you apart from other dealers, and thank them by offering a promotion. A promotion is also a great way to attract them to the list in the first place. Highlight this when consumers come in for a test drive or consultation.
Use Your Email Newsletter to Add Value
While email newsletters can be a great tool, they should always lead consumers back to your website and encourage them to interact with your dealership. One of the best ways to do this is by showing that every email is not going to be a “purchase ask,” instead your aim should be to always add value to the customer. For example, your newsletter may share tips for car cleaning, or performing simple maintenance. You can also use it to share promotional deals before you release them to the public, or provide information on new car models you will have in stock.
Find the Right Resources and Programs
Email marketing is not in itself challenging, but keeping consistent in its use can be hard. Therefore, it is helpful to have the right resources and programs to make your email marketing effective. There are tons of resources out there and guides from experts who have grown their email lists to become a significant part of their sales strategy. Below are some websites to take a look at to get started:
- 7 Helpful Resources Every Email Marketer Should Bookmark – This is a list from Hubspot of valuable free and paid resources you can use to grow your email list. From subject line analyzers to deliverability test, this list includes many helpful programs.
- The Ultimate List of Email Marketing Resources for 2018 – While this list may have been created last year, many of the sites listed are still relevant. Buyapowa lists websites that guide you in getting started with email marketing, choosing an email platform, growing your lists, and many other essential email topics.
- 40 Actionable Email Marketing Tips that Will Boost Results – This is an excellent guide for tips on optimizing your email newsletter or campaign email to ensure it is personal and engaging.
These three sites are perfect for getting you started in understanding how to get the most from your newsletters.
Make Sure Your Email Looks Great on Mobile
Car buyers are increasingly using their phones during the car buying process. Forty-six percent of consumers use multiple devices for research. So, many potential buyers are used to receiving automotive messaging on their smartphones or tablets. Couple this information with the fact that three out of five consumers check their email on their phones, and your company’s email newsletter or email marketing campaign just spiked in importance. You have to ensure your emails are just as polished and functional as they are online. Be sure to test how your emails look on smartphones and tablets because it is likely that your customers will view them on the devices.
Final Thoughts
Email is still a vital source for leads and conversions. Therefore, it should receive just as much attention as social media and paid ads. Email truly gives you the opportunity to personally connect with potential car buyers beyond the mass messaging of social media posts. As the numbers show, your consumers want to hear from you. Your goal is to provide them with value-added information and incentives that keep them engaged while helping them to move through the buying journey.
