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Fri, 2018-03-23 11:32 / By Alex

Email Marketing Strategy

By 2019, there will be 2.9 billion email users worldwide, and it goes without saying that email marketing should be a prominent feature of your dealership’s marketing strategy. In fact, email-marketing technology is used by 82% of B2B and B2C companies (Ascend2). However, this hasn’t been the case for automotive dealers: only 22 percent of dealerships are currently utilizing email campaign services (Benchmark).

For an industry that can benefit from adding emails to their outbound marketing strategy , this is a major loss. That’s why the team at Ross Media have compiled some tactics to rev your email marketing strategy for your dealership.

Assemble an Email List

Ross Media has the data capabilities to combine your dealership’s database of customers with the very best conquest data from our Competitor’s Owners File to target the perfect audience for your next campaign. Following up on your direct mail campaign with an email will add an extra touchpoint to your outbound marketing strategy and act as a reminder if your sales event is nearing its last few days. The more your dealership’s event is seen by potential buyers, the stronger your response will be.

Polish the Content

Your email campaign is only as good as the content. Start by taking a look at your email subject lines. 33% of email recipients open emails based on subject line alone (Convince&Convert).  A strong subject line will give your emails a greater chance of being opened by your potential buyers. Once you have established a strong subject line, take a look at your email body and Calls to Action. Your message should be clear and enticing to potential buyers. Incorporating words like, “Exclusive”, “Limited Time”, and “Offer” can increase click-through rates and lead to higher conversion. Finally, you should have a strong CTA to polish up your email. Make the next step as clear as possible for your customers by having your phone number and sign-up page ready for potential buyers to make an appointment.

Test Drive it for Mobile

According to Campaign Monitor, about 53% of emails are opened on mobile devices. In this day and age, the majority of customers have a smartphone.  Emails from your dealership should always be compatible on mobile as well as desktop, otherwise it’s a waste of time and money.

Adding emails to your line up will drive conversion rates for your dealership and keep you competitive in the marketplace. To learn how email marketing can further benefit your dealership, contact Alex Woodward for a free consultation.