Email is a great way to stay top-of-mind with your customers. While you shouldn’t flood their inbox with emails, it is important to plan out e-blasts that contain content that your audience will be interested in. Take these questions into consideration as you are planning out your email strategy:
- What is the overall goal of my email strategy?
- How often do I plan on sending out an e-blast?
- Who is my customer? (Likes, dislikes, etc.)
- What motivates my customer?
Next, you should plan out what you would like to include in your emails. Below are some examples of content that are great to use in e-blasts:
- Blog posts: Make sure that your customers don’t miss a great blog post by repurposing it in an email
- Milestones and news from your auto shop: Announce when it is an employee’s anniversary or when your shop has done something beneficial in the community
- New services or auto parts provided: Let customers know when you have new certifications, equipment or specializations for your shop
- Coupons and promotions: People love a great deal!
As noted above, sending out coupons and promotions through an e-blast to all of your customers is an inexpensive way to get customers into your shop. Make sure to note the promotion in the email’s subject line in order to increase the open rate of the email.
Build Your Database
Up until now, if you have not already been collecting email addresses from your customers, you can start by requesting your customer’s email addresses as they are checking out after a car repair. This will build up your database and you will start getting more eyes on your email campaigns. Your email list is the most valuable asset you have in your online marketing toolbox!
Finding a happy medium between flooding customer's emails and emailing them just enough is an important marketing tool. Email is an easy and effective way to stay and touch. One email could turn into one more happy customer!
EXPERT TIP: Add a “subscribe to our email” checkbox on appointment request forms. If you also state that you will be sending out promotions through the emails, customers are more likely to subscribe.
This blog post is part five in our "Local Online Marketing Planning" blog series. If you missed part one, two, three or four, click below to read them now:
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