Four Ways to Grow Your Dealership’s Email List
New York Dealership Email | Car Dealer Full Service Advertising Agency
Auto dealerships rely on all forms of customer contact to grow and maintain their businesses. In today’s world, a digital engagement is more and more important, because younger buyers use Internet services daily to engage with business. Customers will normally visit different websites multiple times before making the decision to buy a car, and you need to be prepared to use that digital connection to make them your customers.
One way to differentiate yourself is to engage with that customer base through email communication. Promotions and special deals are more effective if delivered directly to the consumer, rather than hoping they see an ad in their daily newspaper. Here are some ways to effectively use email to promote your dealership.
Exclusivity
Promoting your dealership in an email may not be different from your competitors, but offering the email recipient an exclusive deal not available through any other marketing channel may set you apart. If you can reach your potential customers as they are looking around for the right deal, you will more likely draw them in if you offer exclusive marketing promotions. It also helps to make the deals time sensitive, creating a sense of urgency to come in to your dealership and close the deal.
Help Them With the Sales Process
This is more subjective because you won’t know the expertise your customers have in buying a car, but you can personalize the sales process by helping them understand what is involved. The subject matter is really up to you, but you can discuss used car values, leasing vs. buying, how to choose option packages, or almost any subject that will give your customers information and show them you are partnering with them on their next car. Dealerships who make the car buying process a big secret may turn off customers, so present them information that shows them you operate as a team and will support the customer during the sales process.
Offer Customer Support Online
Having a live chat system on your dealership site can be a good way to grow your email list. When you connect with potential clients in a chat you not only can answer their questions, but you can capture their name and email address for further follow-up. Offer to send them more information about a model of interest, or agree to get them more information about some feature or benefit, and you have gained a communication channel with a prospective customer. If you promise to follow up make sure you do, as ignoring a potential client is an easy way to lose them as a customer.
Design an Offline Event
Customers who may not randomly walk into your dealership may respond positively to an offline event. Create an open house event or a new model showcase, and then use your email list to promote it. Always suggest in the email that your customers can and should forward the email to others who may be interested in a car. A referral link in the email is one way, as an example “do you have any friends who might be interested in this event?” This is just one way to connect your digital customer base with the reality of getting customers to come through your front doors.
When it comes to digital marketing, you can rely on Premium Productions for email marketing and all aspects of automotive dealer marketing. Ad design, call centers, print advertising, maintaining lists and databases, and premium gifts are just some of the ways we can help promote your business. Give us a call today for a consultation about your next marketing campaign.