Email marketing remains a solid marketing strategy even with the rise in other digital platforms that promote businesses. It enables businesses to connect with their existing and potential customers to increase their sales and boost their ROI.
Studies suggest that email marketing can make $38 for every $1 spent, which means a business can generate a 3800% return on investment.
This is why savvy car dealers continue to use email marketing to promote their business, for, e.g., by sending monthly WordPress email newsletters. These car dealerships witness an increase in their ROI and sales through their email marketing strategies.
This article will show you five ways you can use email marketing as a powerful promotional strategy for your automotive dealership.
Take The Time To Craft An Attention-Grabbing Subject Line
Your email's subject line is the most important element of a successful automotive email marketing campaign as it leaves the first impression on your customer base. Engaging or enticing subject lines are important for attracting people’s attention and compelling them to open their emails.
Since the automotive industry has little content to offer, you need to develop a short yet persuasive subject line that integrates strong verbs. Also, create urgency around your subject lines to let your customers know that they will be missing out on a big opportunity if they don’t open the email.
Create Mobile-Responsive Emails
With the rise in smartphone usage, most of your potential customers use their mobile phones to open their inboxes. Emails that aren’t mobile-optimized don’t look good on the small screen. This causes your prospects to either delete the email or ignore it without taking action.
This is why it’s important to use mobile-optimized email templates for all your automotive dealership emails. Before you send out these emails, you need to double-check them to ensure that they display properly on mobile phone devices or tablets.
Integrate Videos Into Your Emails
Using interactive videos in your emails increases its click-through rate and boosts your video's chances of getting shared. For your automotive dealership, you can make videos that include car displays, walk-around, special announcements, and a lot more.
Moreover, most of your potential customers are interested in watching automotive-related videos to get a good view of the cars you offer at your dealership. This is the best way to showcase your high-selling cars and highlight their special qualities while increasing your email subscribers list.
Create A High-Quality Segmented Email Subscribers’ List
For a successful email marketing campaign, you need a high-quality email list. By dividing your email list into segments, you can create a more targeted email marketing campaign that increases conversion chances.
Now, you can segment your email list by demographics, behavioral data, and their position in the sales funnel. The entire segmentation strategy depends on you and what works best for your automotive dealership.
This is important because not all your customers are looking to purchase the same thing. Thus, by segmentation, you can increase your email marketing campaign's chances of successfully targeting a specific subscriber.
Personalize Your Emails For Maximum Impact
To stand out from other dealerships, you need to send highly personalized and targeted emails that can help foster positive relationships with your customer base.
Reports suggest that businesses experience a 14% higher click-through rate and 10% higher conversion rates when sending personalized emails. This is because personalized emails contain targeted content that a specific person needs to see. This could include their names or personalized promotional offers that they show an interest in.
Enhance your personalized email strategy by creating automated behavioral trigger emails that offer several options to the recipient based on their previous buying behavior. This way, you can be sure that they’ll take some kind of action to let you into their lives. For example, you could tell them to reply to the email for more information, call you or click on a button to continue receiving your emails.
Email marketing plays a huge role in directing prospects towards your automotive dealership. With emails, you can always remain on top of the minds of your customers and potential clients.
By creating newsletters, promoting cross-sells, and automating your email marketing campaign, you can send a lot of promotional content to a segmented and highly targeted customer base.
This, in turn, increases your conversion rate leading to a boost in your ROI.