Email Marketing - Dealers must start collecting emails!
by Nick Lozovsky at 2010-01-24 22:07:24
We recently had some extraordinary results creating a sales email marketing campaign for a few of our Honda clients that wanted to take advantage of some Owner Loyalty incentives that Honda just announced. These incentives are for a very limited time (11 days) and are perfectly matched for a strong email marketing campaign directed at current Honda owners. Combined with the fact that Honda owners are extremely loyal and that American Honda rarely has incentives of this type, Honda dealers really have a great opportunity to capitalize on marketing this incentive to existing Honda owners.
Another Honda dealer heard about these sales results and contacted us today to create the same campaign for his store. This store has a new GM and he was really excited about the opportunity to market these incentives to all of the stores previous customers.
The only problem is that this store doesn't have any email addresses. Sure they have a few hundred email addresses from active Internet leads, but that's all they have!
NO Parts customers, NO Service customers, and NO sold customers! The really unfortunate thing is this is still the rule and not the exception for many Dealers around the country.
All Dealers need to ask themselves the following questions:
●Do you have a process in place to collect an email address on every customer (Parts, Service, and Sales)?
●Do you have all of those email addresses in one easily accessible database?
●Do you have a store-wide strategy in place to actively and creatively market to this list?
●Do you have the ability to quickly market to these customers (CRM, outside email service, etc)
If you answered no, you have some work to do! Dealers need to get their heads out of the sand and embrace the opportunity to effectively market to their existing and past customer base.
