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Revving up engagement: how text message marketing puts dealerships in the driver’s seat in 2024

Beyond the realm of vehicle sales, dealerships with service departments can harness the power of text blast marketing for additional revenue opportunities.

In 2024, the world of dealership marketing is witnessing a significant shift. Traditional methods like email marketing are becoming less effective, paving the way for more direct and engaging strategies. Among these, text blast marketing is emerging as a game changer. It’s not just an alternative; it’s becoming a necessity for dealerships eager to create new sales opportunities and nurture leads.

The automotive industry has always thrived on competition, but dealerships today face the unique challenge of breaking through the noise of an oversaturated marketing landscape. Text blast marketing emerges as a beacon of hope, offering a direct and uncluttered channel to reach both potential and existing customers. In stark contrast to email marketing, which often gets buried in crowded inboxes or sidetracked into spam folders, text messages achieve an astonishing open rate of 98%. This high visibility ensures that your dealership’s message is not only delivered but also seen and read by the intended audience.

The secret to the success of text blast marketing lies in its ability to be personalized. The era of one-size-fits-all mass marketing is long gone. Modern auto consumers demand and expect communication that aligns with their specific needs, preferences, and interests. For dealerships, this means diving deep into audience segmentation and crafting messages that resonate with each unique group. A family in search of a Toyota Sienna minivan is likely to respond differently to a message than a young professional eyeing a sleek Porsche sports car. The same principle applies to service promotions – a coupon for an oil change will be more relevant to someone who recently purchased a sedan than to a customer who has purchased an EV. This level of targeted communication not only enhances customer engagement but also fosters a sense of trust and loyalty towards the dealership.

Beyond the realm of vehicle sales, dealerships with service departments can harness the power of text blast marketing for additional revenue opportunities. This strategy is particularly effective for promoting service coupons and maintenance reminders. By sending timely, personalized service offers and reminders through text messages, dealerships keep themselves at the forefront of their customers’ minds. This approach is instrumental in transforming a one-time vehicle buyer into a lifelong service customer, thereby increasing the frequency of visits to the service department and, in turn, boosting the dealership’s overall revenue.

When compared to traditional marketing avenues like direct mail or reliance on third-party lead providers, text blast marketing stands out for its efficiency and effectiveness. Direct mail campaigns often end up unread, lost among a pile of unsolicited mail, and can incur significant costs in production and postage. Third-party leads, while potentially useful, do not always guarantee the quality or exclusivity of prospects. Text blasts, on the other hand, offer instant delivery to customers at a fraction of the cost. More importantly, they open up a two-way communication channel, allowing customers to respond and engage immediately, creating a dynamic interaction between the dealership and its customers.

As we look towards the future of dealership marketing, it’s evident that email marketing is on a downward trajectory. Rising privacy concerns and the increasing sophistication of spam filters mean that emails are less likely to reach their intended recipients. In contrast, text blast marketing, with its direct and personal approach, effectively bypasses these barriers. This is particularly significant considering that 98% of text messages are read compared to a much lower percentage for emails, which is just 20%. For dealerships, this shift necessitates a reevaluation and realignment of their marketing strategies. By adopting text blast marketing, they position themselves to stay ahead of the curve and continue to engage their customer base effectively. This approach not only ensures higher visibility but also fosters a more immediate and personal connection with customers.

Text blast marketing represents a significant and transformative opportunity for dealerships in 2024. Its unparalleled directness, capacity for personalization, and high engagement rates render it superior to traditional marketing channels like email and direct mail. As the automotive industry continues to evolve, it’s imperative for dealerships to adapt by embracing innovative and effective marketing strategies. By integrating text blast marketing into their comprehensive marketing plans, dealerships can ensure they remain competitive, relevant, and successful in an ever-changing marketplace. The future of dealership marketing is here, and it’s time for dealerships to embrace text messaging as their primary channel for customer engagement and success.

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Zach Klempf
Zach Klempf
Zach is a successful entrepreneur in the automotive software industry and is the Founder & CEO of Selly Automotive CRM. At 23, Zach founded Selly Automotive, a disruptive brand that is now used by hundreds of dealerships in North America, and at 30 years old, Selly was acquired by private equity. As the CEO of an automotive software company, Zach is a highly regarded spokesperson, writer, and expert in the industry. Zach has spoken at over 25 industry conferences across the US as well as contributed 100+ articles to automotive trade magazines and media outlets, including Tech Crunch, Forbes, Yahoo, and CNBC.

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