An email marketing program can help your car dealership bring in a greater number of vehicles for service. Email marketing programs are designed to track the campaigns you send out so that you get real time data on the customers who are interested in the promotions you are offering them regarding your service centre. By reminding your customer to bring their cars in for service, you have the potential to increase the amount of vehicles coming in for service. More vehicles for service means higher numbers in sales. Keeping consistent numbers is all well and good, but everyone knows having increasing monthly numbers is better.
So, how does an email marketing program actually help you bring more cars to your service center? All your customers really need is a reminder: "Hey you know that investment you paid thousands of dollars for? You need to make sure it's in tip top shape, and it will only cost you $50."
Your computer database most likely lists all of your clients' contact information, such as how many times they have visited, and when their vehicle is due for service. This is valuable information for you to use when creating a campaign through an email marketing program. You can also use the "number of visits" and the "vehicles due for service" categories, to help you segment your email marketing program campaigns into frequent users, sometime users, and seldom users.
Now you are ready to create three different marketing campaigns, for three different target customer groups, while reminding them all how important their investment is to them.
Once you have created your campaigns, the magic happens. Email marketing programs are equipped to track how many people have opened your email, if they have clicked on the promotions, or if they have sent your email on to friends or family.
The data gets even more in depth than that. You can know exactly who opened the email you sent, who clicked on each link within the email, on what day, and at what time. These insigths can help you further segment your email marketing program campaign. As an example, let's say that you are tracking those that "frequently" bring their cars in to your service center: 50% are clicking on their "$10 off preferred customer" promotion on the weekends; and the other 50% are opening and clicking on their emails from Monday to Friday. You now have two more customer groups to better target your audience: weekend readers and weekday readers. You can then split your future email marketing campaigns into 2, so that your emails arrive into your customers' inboxes exactly when they're most likely to read it.
You will also be able to grow your list with a "forward to friends" button that is available on most email marketing programs. For those customers that are constantly forwarding your email (we love these guys) you can show your appreciation by segmenting yet again. You can offer them a special promotion for forwarding your email. This will keep them in the business of continuing to spread the good word about your service center.
It's really easy to take "tracked" information and turn it into another campaign. Email marketing programs are very user-friendly, so the tracking feature of most email marketing programs gives you the option to export the data found within any given field.
Email marketing programs will bring more people to your automotive dealership service center by providing you with the information you need to segment and target your customers. Catering to your audience's exact needs will bring more of them to your service center and provide you with a better opportunity to grow your sales per month.
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