You planned your latest auto repair shop email marketing campaign carefully, but when you analyzed your performance, you still came up short of your expectations. The answers why may not be difficult to find. If your campaign is missing one of these five elements, this may be why your results are short of expectations.
1. Message Responsiveness to Mobile
The best email marketing platform for car repair shops accommodates all mobile devices ensuring your message is easily readable on all screen sizes. Email campaigns from programs like Demandforce will not display correctly on cell phones or tablets, meaning your message can't be read effectively.
2. Track Customer Actions
You must track customer action to measure effectiveness of your marketing messages. A new customer will open the email, click through the message to follow your directions, end up on your landing page and then schedule car service or repair. Anything short of new business is an opportunity to engage a future customer. Automated tracking of all viewer activity opens up a host of new marketing opportunities.
3. Automated Analysis of All Marketing Opportunities
You may wonder, "How can I tell if my email marketing campaign is working." Measurement of new customers and acceptance of your auto repair shop's engagement is the answer. If viewer actions are tracked by marketing software systems, you can easily analyze other marketing opportunities. A big area to explore is engagement marketing such as special offers, newsletter sign ups and Customer Loyalty Clubs.
4. Segmentation to Communicate Relevant Message
When you market BMW advertisements to BMW owners and Mercedes Benz advertisements to Mercedes Benz owners, you organize your advertising to hit the right markets. Using campaigns to target specific owner groups will ensure your message reaches the right audience to act upon the advertisement and relevant engagements happen.
All vehicle owners have different interests. Once discovered, these interests can be targeted over and over. When the right customer opens your email advertisement and takes the desired actions, tracking your email campaign's performance becomes crucial.
5. Customer Relationship Management Tools for Tracking and Follow-Up
The email marketing campaign is just a small part of auto repair shop advertising. Integration of a marketing systems allows for optimum marketing capacity to targeted markets, customer engagement and new customer generation. With the use of the right marketing platform and a Customer Relationship Management (CRM) software system, automation makes this job easier.
With an idea of what your auto repair shop email campaign is missing and the addition of a CRM system, your sales team can easily reach your customers' interests to make sales even easier.
If you need help with your email marketing, let my 15 years of auto repair business marketing experience guide you. Contact me for a free analysis of your marketing plan.
