Start your engines: we're going to take a ride with targeted automotive email marketing. Email is an efficient, trusted and engaging way to send information to automotive customers interested in purchasing a vehicle. Email is useful for customers because it can include images and links, and the length of email messages is not limited. With automation software, it is now possible to send targeted email campaigns to your customers which will engage their interest further and cater to their unique needs.

Once the customer opens that first targeted email, however, how can you know how they react to it? Should you send more emails? Are they interested in a particular feature of the vehicle? In order to optimize future messages to each customer, you need to know how they reacted to the initial email message. A customer's behavior gives you insights into their preferences and also their unasked questions.

Targeted emails consistently outperform emails where the same messages are sent to everyone. More customers open, click and eventually purchase due to targeted emails.

It is now possible to see exactly how customers are interacting with the email messages you have sent. Automation software allows you to not only track email opens and link clicks, but also to have additional email messages sent based on these specific customer actions.

It sounds complicated, so what does it really mean? Let's say three separate customers sign up through your website to receive a basic information package about Brand X's newest minivan. You have told your automated solution in advance how to proceed based on certain customer actions.

• Customer 1 does not open the email containing the information about the minivan. No further messages are sent to this customer, although their contact information is retained in case you wish to reach out to them.
   
• Customer 2 opens the email and clicks on a link relating to the minivan's safety ranking. This action (clicking that specific link) triggers a follow-up email with additional information about the vehicle's safety features, as well as a comparison chart showing how the minivan's safety ranking compares to other minivans.
   
• Customer 3 opens the email and clicks the safety ranking link (and receives the follow-up safety-related email), and they also click a link that allows them to view other similar vehicles that they may be interested in. From these vehicles, the customer clicks on Brand X's SUV. This click triggers an email to be sent to the customer with an information package about the SUV.

By being able to see exactly what the customer does when they receive the initial email, you can engage their individual interests and send them messages that will engage them and show them only information that is relevant to them. The customer receives the information they are looking for and you have a better chance of connecting with them.

You should analyze your automotive email data frequently. Then once you see that a customer is very interested in a specific vehicle (has opened the emails and clicked on several of the links for a particular vehicle) the salesperson can take over and send a personal email message enticing the customer to learn more. “Hi Sam, we have some great deals on SUVs happening throughout November at the dealership. With this special email offer, you can receive 50% off a new set of winter tires with your purchase of any of our SUVs. If you would like to test drive an SUV or learn more, please visit our dealership or reply to this email.”

Automation software allows a salesperson to connect individually with each online lead, and spot a hot online lead so they can take the initiative to connect with that lead. It allows you to offer the customer special promotions based on their unique interests, so they know that their customer satisfaction is of the highest importance.

Reaching out to customers in a highly targeted way with messages that cater to their individual needs increases the level of personal service you are able to provide to each of your customers. Their overall customer experience is improved, yet much of the process is automated, so your workload is not increased. All you need to do is set up the messages and decide how the automated solution should send them, based on actions taken by customers, such as which link they click.

Want to offer a personalized customer experience to each online lead right from the beginning? Consider automation software as a way to provide more to your customers. Think of adding automation software to your dealership like getting an oil change: it helps to make it run that much smoother and provides you with an optimized experience.

The recent launch of the GM Shop-Click-Drive program is an indication of how far the automotive industry has come. As automotive customers have increasingly started using online methods to search for information about vehicles, parts, reviews and safety ratings, the automotive industry has progressed similarly.

Automotive dealerships now provide detailed websites, email marketing newsletters and social media pages for their customers. And now, with Shop-Click-Drive, you can complete the entire process of buying a vehicle online. One thing, however, has not changed. Automotive customers expect a friendly, comprehensive and individual customer experience when purchasing a vehicle.

Whether they are seeking vehicles online or in the dealership, customers want to know all the relevant information that will assist them to make a choice. How much is it? What is its safety rating? I want it in red... does your dealership currently have that color in stock? From the routine to the unusual, customers require information of all sorts before they select a vehicle. And they don't want to wait.

Automation software is designed to quickly respond to customers' needs even if a salesperson is not available. Automating certain processes allows a great salesperson to do their job even more effectively and focus on providing quality customer service.

The Shop-Click-Drive program, for example, aims to “combine the convenience of online shopping with the personal service of a neighborhood dealership,” according to GM's vice president of US sales operations, Kurt McNeil. Customers want an easy, time-saving vehicle selection process yet they also want the expertise and assistance of an automotive salesperson.

Automation software can do more than just provide customers with relevant information, however. As each customer enters their vehicle information and preferences, the software is collecting a wealth of data about each individual customer. This data can, of course, be used to automatically send vehicle information packages to the customer based on their specifications yet it can also help dealership staff to stay connected with customers after the initial purchase.

After a customer buys a vehicle, when they need routine maintenance or wish to purchase accessories, they often seek these products and services at locations other than the dealership where they made the original purchase. The decision to look elsewhere may be based on lower prices, better customer service, a special promotion or other reasons.

The element that entices customers to return to the original dealership time after time is excellent personalized customer service. Customers desire a one-on-one connection. And here, automation software can help salespeople build customer loyalty and increase repeat visits.

Based on the initial data gathered at the time of purchase, automation software can make it simple for salespeople to connect with each customer and meet their unique needs. Messages can be automatically sent to customers by text messaging, email or even voicemail with personalized automotive campaigns designed to foresee their individual needs.

Personalized messages can include:

• Special discounts available to a customer based on their date of purchase
• Reminders that they are due for vehicle maintenance and an easy way to book an appointment (click here, press 1, text SERVICE to our number, etc.)
• Recall notices or other relevant updates that apply only to specific vehicle brands or models
• And many more

Once the salesperson tells the automated system how they want campaigns to be sent out, the software handles the rest. In one day, a single salesperson is able to connect with hundreds of customers! The automation software will filter customers to see who should receive which messages, and will send messages over the mode of communication that the customer has selected.

Automation software helps salespeople to be more efficient and reach out to more customers on an individual level, without adding more manual work to the salesperson's day. Maintaining a consistent personal level of engagement with customers boosts loyalty and entices customers to return to their original place of purchase for additional products and services.

Automation software, in short, allows dealership staff to provide more without doing more. You already work hard, so let automation assist you to make the most of your workday. 

A great Dealer Management System is a thing of beauty. It keeps your customers, vehicles, parts and sales data meticulously organized so you can find information when you need it. These DMS functions are essential, yet a DMS can provide so much more. Software is now available on the automotive market that can transform a DMS from a system to manage information into a complete automotive customer communication solution.

A DMS that also offers automation software can help dealerships save time, money and effort while also improving the entire customer experience and customer service. Such a DMS would be in high demand and would bring in additional revenue. You already provide the tools necessary to run an efficient dealership, so why not complete your offering with automated marketing and communication tools that will actually help dealerships grow by increasing current customers' satisfaction rates and gaining new customers?

DMSs can benefit from the addition of automation software, and stay ahead of the competition. Offer more to dealerships by allowing them to provide more to their automotive customers.

What Does Automation Software Offer?

The automation software that is now available provides dealerships with the marketing and communication tools they need to succeed. The software can automatically contact customers when their vehicle is ready to be picked up, send out well-timed customer satisfaction surveys, remind customers of their service appointment date and time through prompt text messages and much more.

Automation software integrates with the DMS in order to pull relevant customer information and important dates from the system. The software uses that data to reach out to customers automatically, to save time and effort on the part of the dealership staff. Each customer is contacted based on their individual needs and preferences. Without adding to the staff workload, the level of personal customer service is increased.

How Would it be Used?

Let's look at some examples of how the automation software would actually be connecting with dealership customers. 

Email: The automated solution could send a personalized email campaign to a customer who is interested in purchasing a vehicle. The customer selects the type of vehicle they want, their price range, preferred color and so on. 

They would then automatically receive an email information package with pictures and details of their preferred vehicle (within their selected price range), how many are in stock at their local dealership, the colors and any other information they requested.

Text Message: If a customer leaves their vehicle at the shop for maintenance, they would receive an automated text message letting them know when their vehicle is ready to be picked up. Customers can also receive appointment reminders through text messaging so they do not miss their service appointment.

Text messaging is also useful for personalized promotions. For example, the automated software reads that a customer purchased their vehicle three months ago today. It sends out a text message such as “Hi Jane, it has been three months since you purchased your vehicle and it is time for your first oil change. Book your appointment today and receive 20% off your service!”

Fax: Fax is useful not only for sending important documents to customers but also for advertising special sales and seasonal promotions.

Voice: Automated voice messages can be used for sending timely service appointment reminders to customers. It can also be used to send special promotions to customers who do not have internet access.

Facebook: Social media is a powerful force. It allows you to reach a much wider audience, as current customers can quickly and easily share social media information with their friends. You can schedule automatic updates to your Facebook page to post special sales, pictures, customer stories and testimonials to Facebook.

Facebook is also great for promoting contests and getting customers engaged with exciting events at your dealership.

Twitter: Twitter has the same potential as Facebook in the sense that information can be easily shared with many people. You can easily automate your Twitter feed.

Twitter is all about short messages, so you can post links to stories, pictures and so on. Twitter is also an effective way to run contests in order to get customers excited.

Survey: Customer surveys are one of the simplest and most efficient ways of gaining relevant information and feedback about your business and your services. Customers can automatically receive a survey a day or two after they visit the dealership for an appointment.

Signup Form: A customer can enter their data into a signup form to receive a newsletter, vehicle information package, phone call or email from a salesperson and much more. Their data is automatically stored and organized in the system so it can be used immediately.

How Do We Put it in Place?

Adding automation software to your current DMS solution is not difficult. The technology is already built and is frequently updated based on customer requirements. You can be up and running with your new tools in place almost immediately.

When you integrate automation software into your DMS solution, there is no need to deal with multiple providers. All the communication and marketing tools mentioned above are available in an all-in-one solution. Simple for you and efficient for your dealership customers.

Anything Else I Need to Know?

Adding automation software to your existing Dealer Management System is an effective way of growing your business and adding to your revenue. Integrating the software is simple and quick, and an automated solution allows you to offer unique communication tools to your dealerships that they have never had access to.

Instead of taking time to contact customers manually for every service appointment, follow-up, special promotion, and parts or service notification, these processes can be automated. Automation allows dealerships to serve each customer individually, while saving staff time so they can focus on interacting with customers in other ways. Salespeople and service people will always be the crucial points for excellent customer service, yet they can offer a greater level of service through automated messages, without doing more work.

One of the most effective ways to gain perspective into your customers' satisfaction level is through customer surveys. Often, customers want to provide feedback yet are unsure how they should go about it. A timely survey is an easy way for the customer to express their opinion, and for you to gain valuable insight.

Offering customer satisfaction surveys shows your customers that you care about their continued happiness, and we all know that great customer service increases dealership loyalty. What is the most effective way to conduct surveys? What types of questions should you ask? And isn't creating and sending surveys time-consuming? Let's explore these issues further.

Automated Surveys

Automation technology is a real asset to help you survey your customers. With only a one-time manual process required (to create the survey and decide when you want it to be sent), you can have a survey automatically sent around to each customer after they have a service appointment or after they purchase a vehicle. This saves your staff hours spent contacting customers to follow up.

The survey is completely customizable. You can have the survey sent out after every appointment, or only after routine maintenance appointments. It may be sent an hour, a day or a week (or any other interval) after the customer has been in. It can also be sent to all customers who come in for service or to make a purchase, or only certain customers. It is completely up to you when and how you survey your customers. The automation software simply carries out the task to your exact specifications.

What to Include

What type of feedback should you be seeking? Anything that will help you to improve the overall automotive customer experience. Did the salesperson greet you when you entered? Did the salesperson review the details of the vehicle with you? Would you recommend the dealership to others?

When crafting a survey that will yield useful, relevant results, format the questions in a way that makes them easy to answer. Be straightforward and not vague. “Yes or no” and “rating” questions are simple and effective. Also, be sure to ask “Are there any improvements we can make to serve you better?” and include a text box so the customer can add in any comments or concerns they might have that were not addressed in the survey.

Before the survey begins, as a courtesy, include a message letting the customer know approximately how long the survey will take them to complete.

What Happens Next

Once a customer has completed the survey, the automation software will email you the results, so you get nearly instant feedback. Then you just need to review those answers to learn more about what your customers want. 

If customers have only good things to say, great! And if there are any areas on which you can improve, you hold the answers in your hand. Surveys allow customers to communicate easily and directly, so you have an accurate measurement of their satisfaction level.

Back to Automated Surveys

Automation software is now available that can survey your customers based on their individual needs and preferences, their unique vehicle purchase dates and appointment dates, or any other criteria you can think of. This software integrates with your dealer management system, so you do not need to add any additional customer information.

Surveys are just one aspect of ongoing automotive marketing and customer communication. Automation software for the automotive industry also saves you time when doing email marketing, SMS marketing and even automotive social media marketing. Connecting with your customers in multiple ways shows that you have a strong presence and an engaged, thriving dealership.

Automation, when used appropriately, is an incredibly effective tool. Rather than replacing the salesperson's knowledge and hard work, automation is intended to assist the salesperson and allow them to focus on interacting with customers. Once you set up the initial survey, it will automatically reach out to customers in the way you have specified. It allows your customers to share their input, without increasing your workload.

What sets a great dealership apart from a good dealership? Excellent customer service, convenience, and providing customers with services to improve their customer experience and keep them coming back. One of the simplest, most effective ways to reach these goals is by offering your customers personalized Text messages.

Text is a quick, personal way to send notifications and reminders to customers. Most people carry a mobile phone with them at all times, which makes text messaging a convenient way for customers to receive updates. Automation software has made Text messaging a simple, time-saving tool which allows busy dealerships to connect personally with each customer.

Customers appreciate convenience. When you can make a customer's day easier, it contributes to a loyal, lasting relationship. Let's say a customer's vehicle is in the shop for maintenance. The customer is eager to get their vehicle back as soon as possible. With one click, send a message to the customer the moment the vehicle is finished. The customer receives the message and can come in right away to pick up their vehicle. Quick and easy. Customers can be notified in the same way when a required part arrives for their vehicle.

Text messaging is also useful when suggesting additional maintenance that a vehicle may need. If a customer's vehicle is receiving a routine checkup, for example, the technician may discover that there is a crack in the windshield. A quick text message updates the customer, and they can reply right away to let the technician know whether or not they would like the suggested service performed.

Text is not only an easy and efficient way to contact customers, it can also increase profit by reducing no-shows for service appointments. Text message reminders have been shown to be highly effective at increasing the number of customers who come in for their scheduled appointments. Often, customers simply forget they have an appointment that day, or cannot remember the time. A prompt Text message lets them know the exact details of their appointment. These messages are sent automatically, based on appointment dates in the dealership data system, saving time for the dealership staff.

Personalized messages based on customers' individual needs also help to build the sense of a dedicated dealership that is looking out for each of its many customers. Here again, automation software provides the ideal solution. Each customers' unique data and dates specific to their vehicle are already in the dealership system, so messages can be sent out automatically, based on that data.

Here's an example of how an automated personalized text message can be convenient for a customer, while also encouraging them to visit the dealership for service. “Hi Cindy, we noticed it is almost time for your vehicle's recommended brake job. Your continued safety is important to us, so we have included several times when we could fit you in for this service. Please let us know which (if any) of these times work for you.” Cindy is reminded that her vehicle needs work and can easily respond to the text message to book her appointment.

With automation software, it is simple to update your customers with the click of a button. Yet Text messaging offers even more to customers and dealerships alike. Text promotions can also be used with great success to offer customers special deals and sales based on their individual needs and vehicle history. Drive business back to your dealership by sending out regular and seasonal text message promotions.

Text is an effective way to engage your customers and maintain strong relationships. It allows your dealership to offer more than the competition, while also saving you time. Automation software makes it possible to reach out to each customer with automated text messages based on their unique needs and vehicle history. Take advantage of a great opportunity to bring more business to your dealership and help create loyal, satisfied customers.