As you may know, I’m a big proponent of automotive newsletters as a way to maintain long term relationships with customers, promote front-of-mind awareness and add value to your messages. I often get questions from clients about using email append services to grow their email marketing list. Append services are fine but expensive. Sometimes, the easiest way to get more prospects and customers to join your newsletter list, is simply to ask them. I thought it might be worth reviewing a few options you can use to collect more emails for your car dealership newsletters.
1. Incentivize your service advisors. When customers are in for service, have the advisors check to see if their email address is up-to-date and if there isn’t one on file, ask if they would like to start receiving your helpful newsletter and service coupons.
2. Online sign-ups. Can visitors to your website, blog, facebook page, etc. easily join your email list? What about including a sign-up form on your service coupon page? Get your customers in the habit of checking your newsletter each month for exclusive service coupons and you never know when the article/video about a new model will catch their eye and generates a new sale. It happens all them time.
3. Are you still doing a lot of direct mail to your customers? Why not include a promotion to give away a gas card or an iPad in a free drawing to all of those people who go online to register for your newsletter. Look at what you are spending per direct mail piece and it won’t take long to justify the expense of the prize you give away.
4. In store displays. It is rare that all those business cards that get dropped into a fish bowl to join a mailing list actully ever get entered into a database. For about $500 (about the cost to send 1000 mailers), why not have a computer station in your service lounge so people can sign up directly? Set up an autoresponder so that their sign-up triggers the receipt of a special parts/service/accessory discount.
These email capture options are easy to set-up and don’t require a lot of labor to maintain.