Email marketing is one of the most effective types of marketing campaigns. They are used by some of the largest corporations in the world. So what can they do for your small chain of auto repair shops or your single local shop? A lot of good to put it in plain terms.
Now you may have been putting a lot of your time and effort into your social media marketing campaign and if you are, congratulate yourself. Social media marketing is indeed a vital aspect of successfully marketing your auto shop. But you shouldn’t neglect a solid email marketing campaign in lieu of social media marketing. In a study conducted by McKinsey & Company, it was found that email marketing is nearly 40 times more effective than social media marketing – partially because it is a more direct form of marketing. The same study also revealed that email marketing yielded a faster buying process as well.
Those reasons alone should be enough to inspire you to start your own email marketing campaign. And if you need some guidance on how to get started, you are in the perfect little corner of the web. Today, Auto Shop SEO Webmasters is going to share with you some can’t miss email marketing tips for your auto repair shop.
1) First Things First
Before you can launch any kind of effective email marketing strategy, you have to gather a list of lead emails. You can do this by requesting customers to provide an email address along with the other required information when they come in for service. You should also make sure that you have some lead capture forms on your website (newsletter sign up forms, promotional sign-up lists, blog notifications, etc.).
2) Target Your Emails
If you know a customer has just come in for an oil change a week ago, chances are that same customer will not be interested in reading about oil change promotions or any content having to do with oil changes. Auto maintenance is a chore for most people and when they are done with it, they don’t want to hear about it again until it comes due again. And people are very particular with the content in their email inboxes. When you deliver too much irrelevant content, they are more likely to unsubscribe from your list. And you don’t want that. As much as you can, target your email campaign on people who are likely to be interested in the content. Don’t inundate them with useless information. That leads us to our next tip…
As an auto repair mechanic, you have a knowledge base that is invaluable to people who drive. So how do you provide content that people will be interested in? Share your automotive knowledge. Share posts about how often your air filter should be changed or what certain engine noises are likely to mean. People are always concerned about the condition of their vehicle so write up some blog posts and share them via your email list.
4) Keep Promotions to a Minimum
Believe it or not, customers don’t like to be deluged with “special offers.” This is a mistake that many DIY digital marketers make. They send coupon after coupon every week to their email list and then wonder why they aren’t getting any conversions. The fact is that sending too many emails, in general, is a bad idea. You don’t want to annoy your customers. The most important thing to remember about your email campaign is that it should provide insightful, valuable, interesting, or actionable content.
5) Maintenance Reminders
This is one of the most effective email marketing methods you can employ as a repair mechanic. 3 months after a customer comes in for an oil change, email them reminder that one may be due again soon (5 months for full synthetic customers). People tend to forget about auto maintenance and find it helpful when they are gently reminded.
6) Stand Out
No matter what type of email you are sending out – maintenance reminders, blog post notifications, birthday emails, etc. – you have to stand out among the myriad emails that people receive every day. The best way to do this is to include an interesting or personalized subject line. If you write a subject line like “Ever Wondered what that Squeaking Sound in your Car Is?” for a blog post as opposed to “Read our new Post!” you are likely to get more clicks. In fact, Campaign Monitor quantifies this phenomenon through a study that revealed that people are 26% more likely to open your email if it contains a personalized or interesting subject line.