While some dealerships are successful with their email marketing campaigns, it is a task that can easily fall to the back burner or be neglected.  When done correctly, email marketing is an effective way to stay in touch with existing customers, and build a relationship with potential car buyers.

If your dealership has let your email marketing efforts go in recent years, here are some tips to refresh your campaigns and help keep them successful:

Add a Human Element: Make sure you email sounds as though an actual person wrote it.  Email users get so many automated messages as it is; put a personal touch and tone in yours to connect with your past, current, and future customers.

Send Often, but Make It Relevant: If your dealership has relevant, quality information you want to get out to your customers, send it!  Worry less about frequency, and more about quality.

Design Matters: When was the last time you took a look at the design of your outgoing email marketing?  Is it branded well?  Pleasing to look at?  Devote some resources to making sure your email template matches your other branding for a consistent message, and that it looks good.

Essentially, put some effort in, and it will show.  Make your emails worthwhile to read, sound as though they were actually written by a person, and are pleasing to the eye.   If you’re going to use email marketing, integrate it into your car dealer online marketing plan. Remember, the goal of email marketing is to establish, develop, or maintain relationships, so send emails (and give it the time and effort) that reflect that goal.