But Macy’s is still bullish on Pinterest this holiday season—in particular, its video ads.
Dealers can drive traffic to their service bays and financing centers if they take the time and resources to develop a service-side e-mail marketing program.
E-mail can be a decisive factor in helping auto dealers jump start a stalled multi-channel marketing program-if they take the time and trouble to do it right.
Today, a typical auto dealer will send out about 35,000 e-mails per month, says 365 Marketing Technologies, a Tampa, FL, developer of e-mail marketing programs for the automotive industry.
The vast majority of those e-mails are on the sales side, meaning the outgoing message advertises a sale on new or used vehicles.
But parts sales, vehicle service or maintenance, body repair, detailing and arranging credit and finance are a big part of a typical dealer’s business base, accounting for more than 30% of all revenues.
Dealers can accelerate their web-based marketing efforts-and drive more traffic to their service bays and financing centers-if they take the time and resources to develop a “service-side” e-mail marketing program.
“Most dealers think of the Internet and e-mail as a means to drive sales-related traffic to the showroom,” says Deanie Gregory, founder of 365 Marketing. “By adding a service-side online marketing program they can also use the web to generate business for other departments.”
Rather than ignoring or deleting, customers open and keep e-mail messages with discounts for buying parts, scheduling service or taking advantage of a special finance offer, Gregory says.
At one particular BMW dealership, Gregory says more than 95% of all new and existing customers have supplied the dealer with a viable e-mail address and more than 70% of those customers open their e-mail messages from that store because the correspondence has promotions and coupons that customers can redeem on their next visit.
“Auto dealers think of using their ad budgets and e-mail mostly on the vehicle sales side,” Gregory says. “But they can drive more online and offline traffic to other departments if they consider adding a service-side web and e-mail marketing program.”