SCRAPPY MARKETING DURING COVID-19: CRAFTING EMAILS

Trader Interactive Dealer Resources

With the spread of Coronavirus, dealers are in an unprecedented situation. While some dealerships have been forced to close their physical doors, others are being required to limit the number of people who can be inside the dealership. Almost every dealer is left asking this question, “How can I continue to market and sell my inventory during this time of social distancing?”

It’s a tough situation, but with marketing and sales moving rapidly online as more people are at home and on their smartphones and computers, we are here to help you expand your dealership’s digital presence with a series about scrappy marketing during Covid-19. In this article, we’re discussing how that success can be achieved when dealers craft dynamic email campaigns.

Despite new forms of communication constantly emerging, email remains an important tool in any marketing and advertising strategy – plus, it tends to deliver a solid bang for your buck. Marketing professionals rank email as the most effective digital media channel, over social media, SEO, content development, direct mail, affiliates, and display advertising. That’s likely because email’s return on investment (ROI) sits at a whopping 3,800%, returning $38 for every $1 spent. In fact, many Email Service Providers (ESPs) offer free starting packages, usually with reasonably-priced upgrades available.

Email is not only affordable, but also the quality of leads it generates is higher than other methods and it often works seamlessly in conjunction with other marketing campaigns you have going on. As you think about incorporating email into your strategy, consider these other benefits:

Benefits of Email Marketing

Email is the primary form of communication in the United States. In fact, among US adults who use the Internet, 85% of them have email, a greater number than those who use search engines or social media. Almost every person who could potentially buy from your dealership is going to have email, making an email campaign a great way to generate new leads or re-engage previous customers. In short, go where the people are, and they’re on email.

Email grows your influence through its ability to serve a variety of purposes. By keeping your dealership top-of-mind, email can help maintain and expand a consumer’s awareness of your brand, while also providing expert content, promoting products, and sharing exclusive offers. The access you gain via email can become an important aspect of building relationships with prospects and nurturing them into leads and sales – as well as continuing to maintain and grow relationships with your current customers.

Email effectively generates leads and sales. Consider these powerful statistics: Two-thirds of customers have purchased a product directly resulting from a marketing email, and buyers who received email marketing spent 138% more than buyers who didn’t receive email offers. Email campaigns consistently prove to effectively generate leads and sales and, in fact, email marketing acquires customers 40X more effectively than Facebook and Twitter combined. That’s not bad, considering how impactful social media has become in our society.

You own your subscriber list. As you develop your email program, a primary component will be getting people to sign up to receive your emails. What is great about collecting emails is that once you have your growing subscriber list, you own it and can store it in your own files. Unlike with social media, you don’t have to worry about losing your contacts if your account is cancelled or if the platform itself happens to shut down. If you have a problem with one email provider, you can simply move on to another one while maintaining your subscriber list.

 

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