Email news and strategy

Email Marketing for Car Dealerships

By Dan Forootan, President of EZ Publishing

Car dealerships have been struggling in this lagging economy. As difficult as it is for people to part with money today, cars-both new and old-remain a necessity. But consumers are shopping harder than ever for that good deal, and are more willing than ever to walk away if the price isn’t right. So what does a car dealership do in order to generate and retain business? What venues are there for car dealers, other than the traditional and well-practiced ones, to promote themselves?

Email marketing for car dealerships is a relatively new but profitable and very easy to use method to draw people into a lot and entice them to buy cars. The old business model-buying full-page ads in the local newspaper-no longer works, not with newspapers cutting pages seemingly by the day and ad space more costly than ever.

And with newspaper readership down all across the country, car dealerships and email marketing is a marriage made in heaven! Email marketing targets the younger generation, used to relying on the Internet whenever they need to search for something new. Email marketing newsletters and email blasts appeal to older people, as well, who have either embraced the new technologies and/or grown frustrated with bulky newspapers.

Email marketing for car dealerships will allow dealers to stay in constant contact with both existing and potential customers, to keep them informed of dealership news and offers. While focusing on the business should always be the main objective of these newsletters, email marketing for car dealerships can also help build the relationship between dealers and buyers, particularly in smaller towns, by taking a folksier, more personal approach and letting subscribers know of good news within the dealership (i.e. when one of the sales staff gets married or has a child).

The best part about email marketing for car dealerships is how easy it is to implement the email marketing software. It can be started by arming each member of the sales staff with a pad and a pen and asking anyone with whom he or she meets to write down their email address. It is more routine for someone to freely give out an email address today than it was to give out a phone number 20 years ago.

Once in possession of this information, anyone in the office with computer training can implement the email marketing software and manage the program-no need to hire a third party to handle things. Each message can be easily customized (with the logo of the dealership, links to the company’s website and telephone contact numbers, etc.) so that recipients know they are getting a real message from a business they want to hear from, not a piece of spam.

Whether you are sell new cars from big names such as Hyundai and Toyota, or you’re a used car lot appealing to a more budget-conscious buyer who hopes to select a pre-owned vehicle and coax many more years out of it, email marketing for car dealerships is a viable and productive solution. If you own a car dealership, email marketing software is a must for your business!

Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.

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