Email Marketing Software Puts Car Dealerships in the Fast Lane

In today's intense competitive marketplace, car dealerships are doing everything they can to lure in customers and keep them coming back. Dealerships employ a variety of marketing tactics to reach out to the customer. One tactic that has proven to be incredibly effective and very affordable, and which has gained considerable popularity in recent years, is using email marketing software to deploy targeted email campaigns. This article explores the ways car dealerships can use email marketing software as a key element of their marketing plan.

Any business person will tell you that is it far easier to retain an existing customer than it is to acquire a new one. That is common business knowledge and it is no different in the automotive retail industry. A happy customer who bought or leased a car from a dealership several years ago will be very inclined to come back to that same dealership. Launching a targeted email marketing campaign can help give that customer the extra push he or she needs. Since the dealership already has all the customer's information (including permission to contact them via email) the dealership can send this person (and all the other people in the same group) an email promoting new cars that are available for sale or lease.

For example, a car dealership may have a group of customers that leased an SUV, with the lease expiring in the upcoming months. This dealership can use email marketing software to launch campaigns specifically focused on these people. It can tell these people all about the latest lineup of SUVs they can choose from when their lease expires. This email message not only provides detailed information to the customer (ie. What cars are available), but also keeps your dealership's brand in front of the consumer. After all, if they were happy with their experience and they're consistently reminded of your dealership, why would they look anywhere else?

Email marketing software also acts as a great method for bringing customers back into the car dealership for maintenance. For years dealerships have been calling customers reminding them that it is time for their ‘vehicle service'. Now, in the day and age where many people check their email more rapidly than their voicemail, it can be very effective to send out an email reminder instead of (or in addition to) the courtesy call.

This email doesn't just have to remind customers that they are due for service; it can also entice them to come back to your specific dealership, as opposed to a competitor or generic auto shop, by offering a certain eCoupon or discount. For example, many car dealerships have found that if they include a coupon for a discount oil change (just as an example) that it drives the customer back to them for service. After all, they simply have to print the eCoupon and go back to the dealership that they trust anyway, so why even entertain the thought of bringing their vehicle somewhere else!

Email marketing software is also very effective for promoting events like customer appreciation days, grand openings, new location announcements and more. With just a few clicks the dealership can send a targeted email marketing campaign to its customer base and instantly spread the word about an event or important announcement. Since most email marketing software solutions include full tracking capabilities, it is easy to track the effectiveness of the campaign, as well as event RSVPs.

Email marketing software is very easy to use and can be integrated into any dealership's marketing plan without any drastic learning curve. Since many solutions are designed for small business email marketing, the costs are very low and the campaigns produce a very high return on investment.

Robert Burko is President of EliteEmail.com, the trusted email marketing software used by car dealerships around the globe. Try the small business email marketing platform today for free with no risk and no obligation.

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