This blog is part of our Back to Basics refresher on automotive marketing best practices in 6 key dealership digital marketing areas: search marketing, social media advertising, email marketing, targeted display advertising, video advertising and branded content advertising.
Is email marketing dead? Some may think it’s time to retire this tried-and-true form of advertising in favor of exciting new technologies. But the reality is, email marketing campaigns have never been more relevant – 72% of people would rather get promotional information via email versus the 17% who’d prefer social media, according to an infographic from EveryCloud. For best results, combine new technologies with your email campaigns – emails with social sharing buttons see a 158% increase in click through rate (CTR).
Email marketing best practices continue to evolve, so it’s important to reassess your dealership’s strategy.
Rethink email campaigns and introduce personalized communications and triggered emails.
Work with a partner who provides email tracking and matchback.
Take advantage of emerging email marketing trends.
What Email Marketing Delivers
If your dealership marketing limits emails to sales promotions and service reminders, consider broadening your strategy to include pre-, immediate post-, and post-purchase communications. These emails strengthen relationships and provide more opportunities to engage with, and motivate, customers.
Transactional and triggered emails increase open rates by up to 69% and clickthrough rates by up to 164.6%.
Post-purchase campaigns result in the highest average read rate – 44%.
Email marketing campaigns are an ideal way to build customer engagement by delivering long-form content. Everyone may think people don’t read, but the truth is, customers want personalized messages that connect with them. In fact, 74% of marketers say targeted personalization increases customer engagement (EveryCloud). When you make content relevant, customers read it. And feel more connected to your dealership because of it.
How do you make content relevant to customers? Take advantage of new technologies that gather data and make it possible to divide mailing lists into niche segments. Then personalize messages to those groups. This is important when you consider 72% of consumers delete marketing emails because they aren’t relevant to them (EveryCloud). Also, you can strengthen existing relationships by sending special not-for-the-public service and trade-in offers.
Does Email Marketing Still Work?
Email marketing is definitely effective, but why is it effective? One reason could be 91% of consumers open their inbox at least once a day. It’s a habit – and it’s one you can use to benefit your dealership.
Keep in mind, different types of campaigns see different results. Post-purchase marketing emails produce read rates more than double those of promotional, win-back and loyalty marketing emails (Marketing Charts).
It’s smart to work with an automotive marketing partner who provides campaign tracking across your email and other digital marketing campaigns. It’s even more beneficial if they can provide matchback from your audience list to leads or sales following an email send. Did you know we provide both?
What’s Trending for Email Marketing in 2019?
There are a number of emerging email marketing trends. Below are some email marketing best practices to follow so you can get a jump on them, and your competition.
Build better performing email marketing campaigns – understand what drives opens, clickthrough rates, conversions and “spam slams.”(EveryCloud via PR Daily)
Segmented campaigns average 14.4% better open rates than non-segmented ones.
Emails with personalized subject lines are 26% more likely to be opened.
Personalized email messages improve CTR by 14% and conversions by 10%.
Saturday has the highest CTR of any day.
6 a.m. has the highest CTR of any hour.
“You email too often” is the top reason for emails being marked spam: 45.8%.
Recognize that customers are increasingly leery of social media. They want authentic connections with businesses, and that’s what email marketing delivers. You can offer customers personalized and relevant messages, producing greater engagement and stronger relationships.
Discover the latest trends – and get ideas from 20 Groups or attend email marketing focused conferences.
Boost customer engagement, SEO and social interaction by linking to video.
Bringing It All Together
New technologies are advancing. Consumers’ mistrust of social media is growing. Email marketing trends are emerging. There’s never been a better time to reinvent and reinvest in your dealership’s email marketing strategy. By following the email marketing best practices provided, you can increase customer engagement and build stronger relationships. But that’s just the beginning, we have many other techniques for getting the most out of your email marketing campaigns.
Contact us to learn more about targeted email marketing options for your dealership.