Many marketing channels are available to help you promote your car dealership business. Some are more effective than others. Although people rely more on social media to spread the word about their products and services, email marketing has always been the most cost-effective. 

Unfortunately, many novice marketers consider it an obsolete method of marketing only because it has been around almost as long as the internet itself. However, experts will tell you that it is often their most potent weapon for boosting the ROI of a business.  

For car dealership businesses, it'd be best to use newsletter campaigns. They can send out newsletters every month or even every week to engage old and new clients alike. What makes email newsletters so good is that it's a low-cost strategy that can deliver a high payoff. First, however, the newsletter needs to be attractive; otherwise, the whole campaign will go fruitless. 

So, you need to practice engaging techniques in developing the newsletter campaign. You must ensure that you offer a good balance of product info, company news, and other information you want to share with your recipients, such as discounts. 

Many marketers lose confidence in email campaigns because they don't get the desired response from them. However, they never try to figure out what they could be doing wrong. Here are a few ways you can create a dealership newsletter that drives sales. 

Don't Be Too "Salesy"

Our reason for sending out the newsletter is undoubtedly to produce sales. However, it shouldn't be too apparent, or else you run the risk of putting off the customers. If your customers are able to notice that the reason the brand is reaching out to them is to secure a deal, they won't be interested in opening it. Moreover, if you continue to badger them with the same salesy newsletter, they might even unsubscribe. 

So you need to ensure that the newsletter is interesting enough to catch the recipients' attention instead of pushing them away. For example, you can offer your recipients tips, news updates, research, special offers, etc. It should just be intriguing enough to deliver value about your brand. You can then send it to your recipients using a mass email service.

Design Matters

The newsletter's content plays a vital role in deciding whether the recipient will open the newsletter or not. But once the recipients open it, the focus shifts on the design too. The recipient will instantly close the newsletter if the design is confusing and there are just boxes of texts that don't make sense. 

You may have killer content, but the recipients will not read it if it doesn't look good. They will abandon the newsletter the moment they lay eyes on it. So make sure you avoid overcrowding your newsletter with uninteresting graphics or animations. 

Focus on keeping your newsletter design neat and sorted. Also, avoid clutter and allow your message to be simpler to comprehend. The clearer your message will be, the longer your subscribers will stick around.

You will be addressing all of your subscribers with that newsletter, so it needs to have elements that relate to the perspective of every subscriber unless it is personalized. The design should also be optimized for mobile, tablet, computer, or any other device. 

Impactful Subject Line

There are hundreds of incoming emails. How will your email stand out among them? Before the recipients open the newsletter, he gets to read the subject line. If they find the subject line intriguing and relatable enough, they will open the email or abandon it.  So, in order to create a strong impression, you need to create a good subject line. 

Forty-seven percent of people decide to open the email after considering the subject line. Sixty-nine percent of people choose to report it in the subject line. This alone tells you the importance of a good subject line.

So, keep the subject line concise, relevant to the content, and engaging. It would be even better if you used active words in it. This will help engage the recipient and grab their attention. 

You can also personalize the subject line to make it feel more welcoming. Personalization has been known to increase 18% open rates. 

Offer Exciting Incentives

Discounts and coupons always get customers excited. You can send newsletters to your subscribers with referral programs, special discount codes to your car dealership. But these incentives need to provide real value to your recipients. They should be compelling enough that they would instantly want to avail themselves. 

This is an excellent method to increase your email engagement rate. However, this strategy is also only successful with thorough research that targets your audiences' pain points. Segment the subscribers according to your data analytics and craft the right newsletters.

Provide Valuable Content

What content you include in your newsletter can create a significant difference in its effectiveness. First, you need to know what information will intrigue your customers. It could be the launch of a new car, a rare model of a car that only you have imported, a new franchise of your dealership, etc. 

It is essential to observe and analyze the behavioral data of the subscribers. You should have knowledge about what your subscribers expect to gain from your business. Providing the information they have been anticipating can prove to be effective.

Conclusion

It might take you more than one try to finally master the art of formulating an engaging newsletter, but you cannot give up. If you are keen enough, you will understand the priorities and interests of your subscribers in no time. Once you figure out what the subscribers want to see, you won't have trouble providing it.