How to Maximise Profits with Car Dealership Email Marketing

How to Maximise Profits with Car Dealership Email Marketing

Are you looking for ways to maximise profits with car dealership email marketing? 

As the digital highway gets busier, standing out and building meaningful connections with potential buyers has never been more crucial. 

That’s where the rubber meets the road with email marketing – a powerhouse tool to drive your dealership’s growth. We’ve got you covered, from crafting compelling subject lines that make readers slam the brakes on scrolling to automating your emails.

Let’s navigate the twists and turns of car dealership email marketing and accelerate your dealership’s revenue like never before.

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What Is Car Dealership Email Marketing?

Red background featuring an open envelope with a car image inside, displayed on a computer screen.

Car dealership email marketing is a targeted communication strategy where car dealers send tailored emails to potential buyers and existing customers. These emails promote vehicles, services, and special offers to nurture leads, boost sales, and enhance customer relationships. It’s a personalised approach to engage and influence automotive consumers.

Why Is Email Marketing for Car Dealerships Important?

Green background showing an open envelope with an email symbol (@) and stacks of coins beside it.

Here are some reasons why your automotive dealership should invest in a solid email marketing strategy:

1. Communication Channel 

Email communication boasts an impressive 4400% ROI, making it the best option to connect with new and previous customers. It’s personal and budget-friendly. Imagine the expenses of calling each customer or employing dedicated salespeople for this purpose. Moreover, managing one email list for customers across various dealership locations is highly convenient. 

2. Boosts Customer Connections

Sending emails that hit the mark can boost sales and keep customers coming back for more. You build strong customer bonds by sharing helpful info about special deals, refinancing choices, or service reminders. This keeps your dealership on their radar, increasing the chances they’ll return to you repeatedly.

3. Encourages Customer Feedback

Email surveys and feedback requests give dealerships insights into customer satisfaction and areas for improvement. This feedback loop helps refine services and offerings to meet customer needs better.

Effective Ways to Maximise Profits with Car Dealership Email Marketing

Infographic composed of a blue background with five circular icons illustrating steps to maximize profits with car dealership email marketing: Understand Your Audience, Segment Your Email List, Build and Grow Your Email List, Write Engaging Email Content, Send Mobile-Friendly Emails, and Measure Success.

Email marketing is a powerhouse tool for car dealerships looking to boost profits. Beyond its cost-effective nature, it offers a direct line of communication to potential buyers and existing customers. To make the most of this strategy, consider the following steps:

1. Understand Your Audience

Creating buyer personas involves collecting data from surveys, sales records, and online interactions to identify common traits among potential buyers.

Include detailed profiles with names, ages, occupations, and family situations. Understand their goals, challenges, and preferences when purchasing a car. Develop narratives that encapsulate their motivations and experiences.

For example, “Savvy Susan” is a 28-year-old tech professional seeking an eco-friendly sedan with advanced connectivity features. She values sustainability and seeks hassle-free ownership. Use these personas to tailor marketing messages. For Susan, advertisements and communications emphasise fuel efficiency, cutting-edge technology, and eco-conscious options.

2. Segment Your Email List

After building an email list, the next step is to segment your audience. This practice enhances your ability to deliver content tailored to your customers, ultimately boosting their engagement.

  • Divide your email list based on demographics (age, gender, location), shared interests (automobiles), or past purchase behaviour. This segmentation ensures that your message precisely reaches its intended recipients. 
  • Separate your list into categories such as active customers, inactive customers, and those who were once engaged but have since drifted. Crafting distinct messages for each segment ensures relevance.
  • Experiment by creating two segments: one for new leads and the other for returning customers. Tailor your content accordingly and observe which messages yield the best response rates.
  • An essential segment is the low-engagers who have ceased interacting with your content. Send them a “last chance” email after a few months; if there’s no response, consider removing them from your list. This practice maintains list health by filtering out non-responders.

3. Build and Grow Your Email List

Yellow background with an envelope icon on a subscription form that includes a “Subscribe” button.

To successfully increase your email list, employ effective strategies for gathering email addresses:

  1. Website Sign-Up Forms: Place sign-up forms on your dealership website’s homepage, landing pages, and blog posts to make it easy for visitors to subscribe.
  2. Content Offers: Offer valuable resources like eBooks, guides, or exclusive content in exchange for email subscriptions. This provides an incentive for visitors to share their email addresses.
  3. Exit-Intent Popups: Use popups that appear when users are about to leave your site. Offer an incentive to subscribe, such as a discount or informative newsletter.
  4. Social Media Engagement: Promote your email sign-up across social media platforms. Run contests or giveaways that require email registration to participate.
  5. Events and Webinars: Collect email addresses from attendees by hosting webinars, workshops, or industry events. These events attract individuals interested in your offerings.

Don’t forget the significance of permission-based marketing to strengthen customer relationships and ensure compliance with data regulations. 

Give recipients the option to unsubscribe and make it visible to demonstrate respect for their preferences and help prevent spam complaints.

To maintain a clean and effective email list, regularly verify email addresses to minimise bounce rates.

4. Write Engaging Email Content

Blue background depicting a new email composition window with blank fields for To, Cc, Subject, and message body.

Your email subject lines matter to your readers. Around 47% of marketers in 2022 tested different ones to make their emails work better and get more clicks. Although subject lines might be superficial, they’re your best shot at getting noticed in a busy inbox. Here are some good subject lines for car dealerships:

“Rev Up Your Summer: Exclusive Deals Await at [Dealership Name]”

“Drive into Savings: Unbeatable Offers on Top Car Models”

“Your Dream Car Awaits: Discover Irresistible Deals Today”

“Unlock Exciting Upgrades: Limited-time Offers Inside!”

“Upgrade Your Ride: Trade-in Specials for a Fresh Start

Email Marketing Tips to Create a Persuasive Copy

1. Capture their interest from the start. When your readers open your email, the beginning should grab their attention. This first part, known as the opening, sets the tone.

It should connect and guide them to the main point. Use a story, fact, quote, question, or issue to draw them in. Keep it focused and avoid irrelevant or dull content.

2. Compose the body of your car dealership email. Apply the AIDA formula—Attention, Interest, Desire, Action. Determine content based on purpose, format, and marketing message.

For example, promoting a recent blog post involves discussing its significance. Incorporate storytelling to enhance appeal and understanding, as stories enhance message resonance.

3. Create easy-to-read content. People’s reading preferences vary. They often scan headings and bullet points for key information upon receiving an email.

Craft scannable content that highlights your unique selling points (USPs). This ensures your readers can easily get the message.

4. Add a call to action button. In car dealership emails, this button gives recipients a clear direction on their next steps. Exploring vehicles, scheduling a test drive, or contacting a sales representative transforms interest into action.

Best Practices for Writing a Compelling Email Copy

Use high-resolution images and videos to showcase the cars you’re promoting. Include shots from exterior and interior angles to give recipients a comprehensive view of the vehicles.

Finally, include the recipient’s name in the subject line and personalise it based on their preferences or recent interactions. For instance, “John, Your Dream Car Awaits!”

If a recipient viewed a specific car on your website but didn’t take further action, email more details about its features.

5. Send Mobile-Friendly Emails

When sending mobile-friendly emails, prioritise responsive design to ensure compatibility across devices. Use single-column layouts, scalable fonts, and touch-friendly buttons. Optimize images for faster loading and test across devices to ensure consistent display.

Over 55% of emails get opened on mobile devices. This shows that mobile email use outweighs desktops. For mobile-friendly marketing emails:

  • Place CTAs early
  • Minimise text as heavy content doesn’t work well on mobile
  • Use buttons instead of links
  • Emails should be 600-800 pixels wide, as most email clients have narrow preview panes.

Finally, use a Litmus Test to review links, images, tracking, and essentials before sending. This helps ensure error-free email marketing campaigns and improved performance. Also, perform email accessibility checks for inclusivity, address colour vision concerns, and more.

6. Measure Success

Businesses use email marketing to engage with their audience, promote products/services, and drive conversions. Track key metrics to check the effectiveness of your email campaigns. Here are some essential automotive email marketing metrics you should track:

Open Rate

The open rate metric measures the percentage of recipients who opened your email. It indicates the effectiveness of your subject line and the relevance of your content. A higher open rate suggests that your subject lines engage and your emails reach the recipient’s inboxes.

Click-Through Rate (CTR)

CTR measures the percentage of recipients who click on a link within your email, which leads to your website or landing page. Examine which links or CTAs received the most clicks. Adjust your email content and placement of CTAs accordingly.

Conversion Rate

The conversion rate is the percentage of users who took a desired action, such as purchasing, signing up for a webinar, or downloading a resource. Identify the emails and offers that lead to higher conversions. Optimize your email content to align well with user intent.

Bounce Rate

Bounces occur when your email is undeliverable. This is either due to a hard bounce (permanent issue, like an invalid email address) or a soft bounce (temporary issue, like a full inbox). Regularly update your email list by removing invalid addresses, and monitor your list’s engagement to prevent future bounces.

Unsubscribe Rate

The unsubscribe rate is the number of recipients who unsubscribed from your emails. It’s an important indicator of the relevance and value of your content to your subscribers. Review your email content and frequency.

To A/B test emails:

Content: Create two versions with a single change (e.g., subject lines, copy). Split your list randomly and track open, click, or conversion rates to determine the better-performing version.

Design: Test design elements (layout and colours) in two versions. Segment the list, track engagement metrics, and compare results to decide the more effective design.

Timing: Send the same email at different times/days to segments. Monitor open and engagement rates. Choose the timing that yields higher metrics. Adjust marketing strategies based on findings for improved email performance.

Examples of Effective Email Campaigns

The Welcome Email Series

The Welcome Email Series is a sequence of emails sent to new customers who expressed interest in purchasing a car from the dealership.

These emails introduce the dealership to the customer, inform about buying a car, and guide them from exploring inventory to purchasing. The content of the emails typically includes information about the dealership’s history, the available inventory, financing options, and test drives.

Promotional Campaigns and Offers

Promotional campaigns and offers for car dealerships are essential marketing tools. They entice potential buyers with exclusive deals to drive interest and sales. Thoughtfully crafted campaigns with attractive visuals and compelling messages create a powerful impact.

Educational and Informational Emails

Educational and informational emails for car dealerships are educational resources delivered directly to customers’ inboxes. They offer insights into vehicle features, maintenance tips, industry trends, and more.

By providing valuable information, dealerships establish themselves as trusted authorities, enhance customer relationships, and contribute to informed purchasing decisions.

Event and Sales Alerts

Event and Sales Alerts emails are effective strategies for driving engagement and purchases. By notifying subscribers about upcoming events, special promotions, and sales, these emails create urgency and encourage recipients to take action.

How to Automate Email Marketing

Email automation streamlines car dealerships’ marketing efforts by sending targeted, timely messages to leads and customers. It nurtures relationships, delivers personalized content, and handles routine tasks to save time and resources. Here’s how to automate emails:

  1. Choose an Email Marketing Tool: Select a reliable email marketing platform with automation features, such as Mailchimp, HubSpot, or ActiveCampaign.
  2. Segment Your Recipients: Divide your email list into segments based on criteria like demographics, behaviour, or preferences. This ensures your automated emails are highly targeted and relevant.
  3. Choose Automation Timing: Determine when each automated email will be sent after a trigger. Consider factors like time zones and optimal engagement times.
  4. Set Up an Automation Trigger
  • Newsletter Signup: Send a welcome email or a series of onboarding emails when someone subscribes to your newsletter.
  • Subscriber’s Birthday: Send personalised birthday emails with special offers or discounts.
  • Lack of Engagement: Automate re-engagement emails for subscribers who haven’t interacted with your emails for a specified period.

Tips Avoid Common Car Dealership Email Marketing Mistakes

Red background showing an envelope with a warning symbol inside, displayed on a computer screen.

1. Outsmart Spam Filters

The 2023 Email Deliverability Benchmark Report reveals that 1 out of every 10 emails gets rejected by mailbox providers. This happens because spam filters are becoming more advanced due to technology improvements, making finding ways to outwit them tougher.

Here are some ways to avoid spam filters on your emails: 

Watch your language to evade spam filters. ISPs have identified common spam-trigger words due to spammers’ predictable language. Sidestep these words and limit usage to one per email to avoid getting into the spam folder.

Honour Subscribers’ Preferences. Respecting email frequency involves valuing subscribers’ preferences. Offer subscribers the freedom to decide their email frequency through a preference centre, subscription form, or welcome email. Be transparent about email frequency during sign-up and uphold promised expectations, refraining from abrupt content without notice.

Send newsletters using your domain. Using domains like @gmail.com for personal emails is fine, but not for bulk emailing. Send newsletters from your domain that match your website’s name to prevent spam issues.

Avoid unfamiliar “From” names like “8wqq823o@yourdomain.com,” opt for clear names like “newsletter@,” and consider personalized addresses like “tom@yourdomain.com” for better engagement. This is more engaging than “noreply@yourdomain.com.”

Prevent Email Exhaustion

Email exhaustion refers to the overwhelming feeling recipients experience due to excessive, irrelevant, or repetitive emails. It can lead to disengagement, unsubscribing, or marking emails as spam.

To prevent email exhaustion, follow these strategies:

  • Control email frequency to avoid overwhelming recipients
  • Deliver value with relevant and personalized content
  • Maintain a consistent sending schedule
  • Prioritize quality over quantity to keep content fresh and valuable.
  • Regularly analyze metrics and adjust tactics accordingly for optimal engagement.

Manage Unsubscribes and Complaints

Managing unsubscribes and complaints involves handling requests from individuals who no longer wish to receive communications. To do this effectively, add an unsubscribe button in your emails to comply with CAN-SPAM or GDPR. Address complaints promptly by offering solutions and demonstrating a commitment to improvement. 

Frequently Asked Questions (FAQs)

Illustration of a blue book with a blank white label on the front cover, set against a light blue background.

What Are The Basic Elements Of A Successful Car Dealership Email?

A successful car dealership email includes an attention-grabbing subject line, personalized content showcasing vehicle features, a clear call to action, contact information, mobile optimization, and legal compliance.

How Often Should I Send Emails To My Subscribers?

The frequency of sending emails to subscribers should balance staying top-of-mind without overwhelming them. Typically, 1 to 4 emails per month is a good starting point, then adjust based on audience response.

What Types Of Incentives Work Best For Email Sign-ups?

Effective email sign-up incentives include discounts, exclusive offers, free resources, contest entry, and valuable content like eBooks, guides, or webinars.

Can I Personalise Emails For Different Car Models And Brands?

Customizing emails for specific car models and brands enhances engagement. By tailoring content to recipients’ preferences, you create more meaningful interactions and increase the chances of resonating with them effectively.

What’s The Ideal Length For An Email Marketing Campaign?

The ideal length for an email marketing campaign varies but generally aims for concise and focused content. Keep subject lines around 6-10 words, emails around 50-125 for quick engagement, or up to 200 words for more detailed messages. Prioritize clarity and relevance to keep recipients interested.

How Can I Re-engage Inactive Subscribers?

To re-engage inactive subscribers, craft attention-grabbing subject lines, offer exclusive incentives, share relevant updates, or ask for feedback. Segment your list and send tailored content based on their past interactions. Experiment with different approaches and timing while respecting their preferences to reignite their interest.

Are There Any Tools To Automate Email Marketing For Car Dealerships?

Several tools automate email marketing for car dealerships. Examples include Mailchimp, HubSpot, Constant Contact, and GetResponse. Also, look for tools that offer email templates, as these can save you time and effort in creating compelling campaigns.

What’s The Importance Of Email List Segmentation?

Email list segmentation enhances targeting and relevance. You can send personalised content by categorizing subscribers based on preferences, behaviours, or demographics. This leads to higher open rates, engagement, and conversions. It also ensures messages resonate with each segment for better customer relationships and campaign effectiveness.

Drive Higher Profits through Car Dealership Email Marketing

Email marketing can seriously bump up your profits in the car dealership world. When you create special content, send personalized deals, and tweak things based on data, you’re on the road to making more money. But it’s not just about selling stuff – it’s also about building strong customer relationships that keep the success engine running.

Turn up your brand’s success with Digitexe. Our expertise in SEO, PPC, social media marketing, and web design can light the path to your business triumph.

Boost Sales with Email Marketing! 📧

Curious how email marketing can transform your dealership’s profits? Imagine the impact of targeted campaigns on your sales. Why not explore the possibilities? Unlock your roadmap to success with our email marketing strategy!

Book a Free 15-minute consultation 🗓️
Mahmoud Smiai
Mahmoud Smiai
Co-Founder of Digitexe | Digital Marketing Expert & Data Analyst

Co-founder of Digitexe and a search engine marketing expert, enhancing business growth by leveraging data-driven SEO and PPC strategies. ”In God we trust. All others must bring data.” - by W. Edwards D.

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