If you’re not already harnessing the power of email marketing for your business, you’re missing out!
Digital marketing is the key to keeping your business alive and outdoing your competitors.
Email marketing can help you to build a relationship with your customers with minimal effort from you and provides a measurable return on your investment.
For every $1 spent, email marketing generates $38 in ROI (Source)
Email marketing works by creating a relationship between your company and your customers.
It focuses on strengthening the relationship you have with your current customers and growing trust between you and potential future customers.
When done right, email marketing has a much more personal feel than traditional advertising methods. By writing personal and approachable emails, your customers will feel like you’ve taken the time out of your busy day to write to them directly.
A good email campaign focuses on your customers' unique wants, needs and problems. It reminds them your company is there and you’re ready to help them whenever they need you.
The most effective email marketing campaign is more than JUST a sales pitch.
If you want to build direct connections with car enthusiasts, it’s time to start investing in email marketing.
But don’t just take our word for it – check out these email marketing stats:
- Email marketing attracts 40 times more new customers than social media (Source)
- Customers coming through an email special offer spend 138% more than people that don’t get email offers (Source)
- 44% of people made at least one purchase in 2017 based on a promotional email (Source)
- Email has a higher conversion rate than social media, organic search and paid search combined (Source)
- 75% of companies agree that email offers “good” to “excellent” ROI (Source)
- 86% of shoppers want to receive monthly email updates from brands they follow (Source)
- Segmented and targeted emails generate 58% of revenue for companies (Source)
All those numbers and facts sound great, but how can it help your business?
By starting an email marketing campaign, you can maximize your exposure to your customers (past, present and future included!) and see more engagement from the people you want to sell to.
So, how do you build an email marketing campaign for the auto industry?
The best part about email marketing is that you’ve probably already got a head start on the basics - a list of customers.
We highly recommend splitting your email campaigns for different customer categories (some great starter segments could be: past, present and potential clients). Why? The language you use and points to highlight in each email will change dramatically depending on who you’re trying to sell to.
As with everything, you'll need to have a well-developed email marketing strategy to follow. Remember, your emails are designed to build a relationship with your customers, not irritate them with endless self promotion.
'It's been a while, better send a newsletter' doesn't get you sales!
The worst thing you can do when emailing your clients is treating them like an afterthought.
No doubt you’ve opened your inbox and found plenty of ‘junk’ emails looking to sell you products you don’t want. You do not want to end up in this category!
Think about what your clients want to hear about. What do they expect to get from you? Emails are a great way to showcase your company's personality and unbeatable customer service.
You want customers to look forward to seeing your name pop up in their inbox - whether that’s for your great sense of humour or your amazing range of products.
If you don't have buyer personas already, now is the perfect time to create them.
Once you know who your audience is, you can target different emails to each type of customer you have.
By focusing on what each customer group wants, you can create more personal, one-to-one connections with your audience – which will generate a much better return on your investment.
The 5 Types of Emails You Need to Send To Your Customers
Sending the same boring sales email over and over again is quickly going to make your customers click 'unsubscribe', or even worse, 'spam'!
To get them interested in what you have to say, you’ll want to create an email strategy with a combination of the 5 main email types:
1. The Industry Insider Email
Show your status as a restoration/performance expert by sharing the latest news and events, useful tips and interesting blogs you've written recently.
Have product guides or videos to help promote your products? Send them to your email list; seeing helpful info and reviews about your products can help prospects to see added value in your company.
The average customer needs to interact with your brand 7 times before committing to a purchase - this is a great way of answering any common questions they might have without taking up any of your time.
2. The Thank You Email
Whether they've just signed up for your newsletter, bought an item from you or just passed the 10-year mark as a loyal customer, the Thank You Email should show you company's personal side.
It's a personalized, simple message. Go above and beyond the usual template that comes with your email software - your customers will appreciate it.
3. The Helpful Checklist Email
Designed to help your customers choose between different products types, this email sums up valuable information for customers making a buying decision and compiles it into a simple checklist.
Cementing your auto expert status, the checklist shows you know your stuff - and are therefore the right company to buy from.
4. The Look-How-Popular-We-Are Email
Promote that amazing testimonial from one of your repeat customers. Show how many satisfied customers you have. Show real people with real opinions. The more authentic, the better.
These types of emails work great as videos. Watching real life clients interact with you, your products and telling their experience helps prospective customers see you as more than just a sales pitch.
5. The Special Offer Email
One of the most popular (and most effective) emails out there!
Offer up a special that customers can't say no to. Whether it's a percentage off their next purchase or a free add-on item, people love a good deal.
The Golden Rules of Email Marketing for the Auto Industry
1. Keep it personal - don’t make it obvious it's an automated email!
2. Don’t “Bait and Switch” - make sure the subject line is delivered in the email content, always deliver what you promise
3. Make it easy to unsubscribe - an 'unsubscribe' reaction is better than a 'spam' report
4. Track ROI, open rates and click rates from specific emails. Know exactly what you’re getting for every dollar you invest in email marketing
5. Keep your emails regular and interesting for your customers
6. Make sure all your emails are mobile-friendly and are enjoyable no matter what device your reader is using
So, there's your quick introduction to the world of email marketing!
Online marketing can help drive qualified leads to your business.
If you’re an automotive business ready for a higher level of performance in your digital marketing efforts, the Motorhead Digital team has proven processes that will help you stay savvy and at the top of your game - going way beyond a simple website.
We want to help increase your profits - get in touch for a free strategy call today and get your business working for you.
