Your dealership database most likely lists all of your clients’ contact information, such as how many times they have visited, and when their vehicle is due for service. This is valuable information for you to use when creating a service campaign through an email marketing program. You can also use the “number of services” and the “vehicles due for service” categories, to help you segment your email marketing program campaigns into frequent users, sometime users, and seldom users.
Now you are ready to create three different marketing campaigns, for three different target customer groups, while reminding them all how important their investment is to them.
Once you have created your campaigns, the magic happens. The email marketing programs are equipped to track how many people have opened your email, if they have clicked on the promotions, or if they have sent your email on to friends or family.
The data gets even more in depth than that. You can know exactly who opened the email you sent, who clicked on each link within the email, on what day, and at what time. These insigths can help you further segment your email marketing program campaign. As an example, let’s say that you are tracking those that “frequently” bring their cars in to your service department: 50% are clicking on their “$10 off preferred customer” promotion on the weekends; and the other 50% are opening and clicking on their emails from Monday to Friday. You now have two more customer groups to better target your audience: weekend readers and weekday readers. You can then split your future email marketing campaigns into 2, so that your emails arrive into your customers’ inboxes exactly when they’re most likely to read it.
You will also be able to grow your list with a “forward to friends” button that is available on most email marketing programs. For those customers that are constantly forwarding your email (we love these guys) you can show your appreciation by segmenting yet again. You can offer them a special promotion for forwarding your email. This will keep them in the business of continuing to spread the good word about your service centre. The same also now applies when we apply “Like” buttons for Facebook and re–tweet butons for Twitter. This can be a simple way to getting involved in social media.
It’s really easy to take “tracked” information and turn it into another campaign. Email marketing programs are very user-friendly, so the tracking feature of most email marketing programs gives you the option to export the data found within any given field.
Email marketing programs will bring more people to your dealership service center by providing you with the information you need to segment and target your customers. Catering to your audience’s exact needs will bring more of them to your service center and provide you with a better opportunity to touch these customers with a sales department offer.