Email marketing is emerging as one of the most effective ways to engage customers and keep your dealership at the forefront of their minds. When it is done right, an email marketing campaign can drive higher revenue. On the other hand, a poorly managed email marketing campaign can leave potential customers feeling overwhelmed and maybe even irritated. 

If you want to experience the benefits of email marketing for your dealership, be sure to avoid the mistakes outlined below. 

Not giving your emails a personal touch 

People receive many emails on any given day. They are not likely to pay attention to emails that sound like they are from a robot. These are often considered spam and are likely to find their way to the trash quite quickly. 

Add a personal touch to your emails by addressing the recipient by name. Sign off with your name to make it more like a personal correspondence. Your style of writing should be as if you were having a conversation. Focus on how what you have to offer can help the reader. 

Focusing on selling instead of adding value 

As a car dealership owner, you may already know that making a sale today is about much more than having the best prices or flashiest offerings. It’s about showing your audience how you can add value to their lives. It’s about showing them how they can benefit from what you have to offer. 

Use your emails to showcase how your inventory can help enrich the life of your audience. Showcase how features of the vehicles such as gas mileage and safety can benefit the reader. Give readers information on offers that they can benefit from such as extended warranties or finance options. Focus on value and not on the specs. 

Using spammy subject lines 

Gone are the days when flashy email subject lines such as ‘amazing deals’ or ‘click now to get amazing offers’ worked on consumers. In fact, many emails with these subject lines end up in the spam folder thanks to spam filters. Your emails may therefore not even be getting into your readers’ inbox. 

Stay away from these subject lines. Use personalized headlines that give the reader a clear understanding of the content of the email, e.g. ‘Steve, take 5 minutes to see how you can own a Jeep today with lower payments.’ 

Get in touch with us to help you develop an effective email marketing strategy. We’re an auto dealer marketing agency with extensive experience in digital marketing. Learn more here.