6 Tips for Effective E-Mail Marketing in the Automotive Aftermarket

The majority of the automotive aftermarket is made up small businesses, from manufacturers to installation shops and most owners are so invested in the everyday ebb and flow of the business that marketing is relegated to an afterthought. However, your company is sitting on a goldmine, but most small businesses in the industry struggle to use it effectively. Here are some tips to help your small business be it retail or wholesale reach out to your e-mail database.

One:

Stop sending bulk e-mails from outlook, hotmail, aol,  or your standard e-mail program. This only flags your e-mail address as a spammer, and the majority of your contacts are not even getting those e-mails. Sending to 10 or more e-mails or sending a number of BCC e-mails are both major red flags to spam filters.

Two:

Subscribe to a web based bulk e-mail service, this will keep you off the spam lists, and they all have built in templates that include all the required legal information, and unsubscribe features. They also have great tracking tools that allow you to see how effective your e-mail campaign is, I recommend and use Constant Contact, however, there are many good programs out there. For as little as $15 a month these services will tell you who is reading and responding to your company’s e-mails.

Three:

Add a “Subscribe to our Newsletter” button to your website to help grow your e-mail list. Many bulk e-mail tools have a built in feature that will create this code for your website and add them directly to your database. Or just talk to your web site administrator about adding one.

Four:

Decide what kind of e-mail you are sending out and how often. I recommend at least a monthly newsletter, with additional featured product or special announcement e-mails twice a month. Be sure that these e-mail redirect people to your website to generate traffic and sales.

Five:

Get a professional e-mail address beerfreak72@fakemail.com is ok to invite your friends to a BBQ but it is not professional for e-mail marketing. If you have a web site talk to your site admin about creating an e-mail address as well. If you do not many sites like godaddy.com can set up web mail that can be set up to go to your e-mail program. Addresses like customerservice@ABCcompany.com or Info@ABCcompany.com if your company name incorporates the owners name or the owner is well known by the clients then dave@ABCcompany.com would be the most effective.

Six:

Keep it simple your e-mail has less then a few seconds to impress your message on someone, if you can capture their attention they may just read your e-mail and click on to your website.

Clear subjects are important:  

Subject: SUPER SALE ON SATURDAY SURE TO SURPRISE SOME      

Subject: Hyper Exhaust: All Performance Exhaust Systems 40% Off

The first one in all caps may capture your attention, but it will be seen as spam by many filters and your targeted group does not know who it is from, or what is on sale, giving them little reason to click on it. However, the second tells the reader in the subject who it is from, and what is on sale, if those customers are in a market for an exhaust system they will click on it, while the majority would have simply clicked delete without reading the first.

While it sounds like a lot of work, these direct promotions can have a major impact on developing your brand and driving sales. Also if your company does not have the staff, or if you simply do not wish to do it yourself, many marketing firms can handle your e-marketing needs for a nominal monthly fee. E-mail marketing has some of the highest return on investment, as it is low cost and high impact, and in any economy that makes sense.