As one of the most effective online marketing strategy, email marketing continues to be a favorite among dealerships. Roughly 77% of adults claim that their preferred method of communication is through email. On top of that, around 73% of millennials prefer their business communications to be through email.

With the number of email users constantly rising throughout the world, it’s no surprise that it’s expected to grow to 2.9 billion by 2019. By the end of 2017), the number of email users is expected to rise to 244.5 million, just in the U.S. by 2020, its projected to be 254.7 million. There has been a constant rise in the number of email users since 2013, that had 218.9 million users in the U.S.

Each day, close to 105 billion emails are sent across the web. That number is expected to continue rising until at least 2020. Hence, the reason most companies are continuing to use email as a part of their marketing campaigns.

So, why should you, as an automotive dealership, use email marketing successfully? Well, statistics show that automotive dealerships in the U.S. who are currently using emailing as part of their marketing campaign are seeing tangible results. These can include anything from an increased customer base, sales base, or an increased ROI. Statistics have shown that marketing campaigns that include emails have an average of 9% to 12% open rate. Out of that 9-12%, there is a 14% click-through rate.

There are various ways for you, as an automotive dealership, to create an email marketing strategy. However, there is no guarantee that what you are doing, is right for your business. Below, we’ve outlined eight of the best tips to help you drive a successful marketing campaign through your emails, that are especially garnered for an automotive company.

1. Build A Quality List
The first step to any marketing strategy is to keep a list that is complete with all the relevant and accurate data, which includes details of current and prospective customers. Emails are the one form of communication that can quickly become outdated. As data decays by roughly 22.5% on a yearly basis, it’s important to keep the records updated.

2. Avoid Being Too General
The trick is to not use any templates as users are very adept at seeing which emails are mass emails and which of them are personalized for them. If you are being too general with them, it can be a big hint that they are not being targeted specifically. So, be as specific as you can through your database to get their attention.

3. Mobile Accessible Emails
With over 65% of email being accessed on a mobile device, it’s not surprising that this is one of the top tips. Emails that are not accessible by a mobile device, will be most likely deleted. In fact, more than 42% of consumers claim that those emails that do not render properly on their mobile device will be deleted straight away.

4. Track Them
In order to see how your emails and links are being accessed, you need to track them. If your emails include any links and/or numbers, it’s important to see how they are being clicked. Many companies choose to use a platform, such as Google URL Builder, that can be linked with their Google Analytics.

5. Respond to All Email Inquiries
If you want to increase your customer base, the first step should be to respond to any and all inquiries by prospective customers. If you do not reply to their questions, chances are that they will switch companies. This includes any inquiries about your stock, vehicle models, clearing up any confusion, and prices.

6. Include a Call to Action
It’s great that you sent an email that your recipient received, but then what? There needs to be a call to action somewhere in the email, which your recipient can follow through with. Information in regards to your contact details should also be included.

7. The Shorter, The Better
It’s a known fact that users nowadays don’t want to read long, drawn out emails. They simply don’t have the time. So, the best way to get the information across is to keep it short and sweet. That way you have the information out and the recipient can easily read it.

8. Follow the rules
This one is quite simple; however, it is arguably the most important tip. As it’s getting harder and harder to reach your prospects inboxes, many start to ‘spam’. The best way to avoid that from happening is to follow a few simple rules. Firstly, don’t continue to market prospective customers who have not responded or purchased a product/service for over ninety days. Secondly, only market to those that have purchased a product/service within the last eighteen months. Lastly, if someone emails asking them to removed from the list, remove them immediately.

These eight tips are sure to get you started in the right direction to have a successful email marketing campaign. Start following these today to increase sales, customer base, and your ROI.

 

Sources: 1, 2, 3

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