How to Focus Your Email Blasts for Better Results

By Amber Cruickshank

You’re not alone if you’re feeling the pressure that today’s economy is creating for Auto Dealers. We’re all doing our best to move metal and make a profit, and it can be tempting to want to cast a wide net out there by promoting everything to everyone in an attempt to make a sale. 

Email marketing is considered one of the best marketing strategies for many reasons. It’s versatile, cost-effective, and allows you to deliver personalized and direct communication to past, present and future customers. When done right, email marketing can yield exceptional results and contribute significantly to a company’s success.

But as awesome as email marketing is, it can have the opposite effect if you don’t use it properly. Here’s an example:

Suppose a person purchased a car from your dealership six months ago. In a single email blast that includes all your specials, they receive the following promotions:

1. $500 off a new SUV.

2. A new model has arrived!

3. Free tire swap with an oil change.

4. Buy 3 tires, get the 4th free!

In this scenario, only the third promotion is relevant to this customer, but it’s hidden among other offers. The subject of this email may not clearly convey the relevance of the promotion either. As a result, the customer may overlook the offer that could benefit them the most.

We want you to succeed in your quest for Dealer domination, so we’ve compiled a solid list of email Do’s and Don’t’s so customers aren’t tempted to hit that  Unsubscribe link, causing you to burn out your 1st party data. 

Don’ts for Email Blasts

Don’t Dilute the Message by Overloading – One common mistake many dealerships make is sending out email blasts that include all their specials simultaneously. While it might seem efficient to cram everything into one email, it can be overwhelming to your customer and dilute the impact of each promotion. Your customers may become overloaded with information, and the individual offers may not stand out.

Don’t Send a Great Offer to the Wrong People – Not all your customers are in the same stage of their journey with your dealership. Some may have recently purchased a vehicle, while others may be due for a service appointment. Sending the same email to everyone means that some promotions will not be relevant to certain recipients.

Don’t Email Service Specials to Absolutely Everyone – It’s possible to promote service specials to customers who haven’t even purchased a vehicle from your dealership yet, leading to a lack of engagement and conversions. Your service emails should only go to existing service customers, focussing on their dealer manufacturer-recommended service schedules. To acquire new service customers, focus on digital advertising to generate better leads.  

Don’t Send Vehicle Specials to People Who Just Bought a Car – Conversely, if you send vehicle specials to customers who have recently purchased a car from you, they may not be interested in buying another one so soon, making the email less effective.

Do’s for Email Blasts

Segment Your Email Lists – When you send emails specifically tailored to the recipient’s interests and needs, you are more likely to capture their attention, leading to higher open rates and click-through rates, which are essential for the success of your email campaigns. Segmented emails show your customers that you understand their needs and value their time, improving their overall experience with your dealership.

Provide Value with Targeted Emails – Targeted emails that align with the recipient’s preferences and history with your dealership are more likely to result in conversions. Customers are more likely to respond to offers that resonate with them. Focus on delivering targeted value to your customers. Whether it’s informative content, exclusive offers, or helpful resources, ensure that your emails address the needs and interests of your customers.

Craft Compelling Subject Lines – Create attention-grabbing subject lines that are clear and relevant to the email’s content. A well-crafted subject line can improve open rates and encourage recipients to read your message.

Focus on One Promotion/Offer per Email – By focusing each email on a particular promotion or offer, you can ensure that the message is clear and the offer is highlighted effectively. There’s no risk of important promotions getting lost in the clutter. 

Building Strong Relationships with Your Customers

By following these dos and don’ts, you can maximize the effectiveness of your email marketing efforts as a car dealership, enhance recipient engagement, and build stronger relationships with your subscribers. Segmenting your email lists and sending out targeted messages that align with each recipient’s preferences and history with your dealership is crucial. This approach leads to better engagement and conversions and enhances the overall customer experience. So, take the time to focus your email blasts, and you’ll see improved results in your marketing campaigns.

Got a question? Give us a call. Leadbox is always here to help. 


Email Marketing