Service Providers

How to gain an edge in email marketing

LaurenMcLeanblogEmail remains to be one of the most effective marketing methods to achieve sales. It’s a place to build strong relationships with your customers — most people check their email every day. Many come to enjoy and even look forward to receiving emails from their favorite businesses.

We’ve heard it again and again — the key to successful marketing at this day in age is personalization. Most businesses are not doing this, and they could really be losing out because of it.

Let’s say you are subscribed to receive emails from a crafts store. Last time you browsed the store’s online inventory, you spent a lot of time looking at paintbrushes. Maybe you even added a paintbrush to your shopping cart before deciding not to purchase it. If you were to receive an email from the store the next day with a promotion on that paintbrush and other painting supplies, perhaps even with a 15% off coupon included, how likely would you then be to follow through with that purchase?

Personalization can be tricky, and it depends on the type of data you’re able to collect from your customers and prospects. But there are simple ways to go about it as well. For example, email subject lines are an easy place to personalize. You likely have your email subscribers’ names, even if you have no other information about them. How about: “Jim – See our Best Recommendations for Painting Supplies at Our Lowest Prices!” Now apply this to that model your customer submitted a lead for.

Do you have the basics down when it comes to email marketing? It may seem obvious, but many businesses are not proactively building email subscriber lists. Email addresses should be collected at the point of sale, and most people prefer an emailed receipt as well as emailed follow-up regarding their purchase. Social media is another place to gain subscribers. This is a platform where people are already choosing to follow your dealership, so it makes sense for them to receive your emails as well. Other call-to-action forms that pop up on your website, or link from the online ads that you run, can also allow you to easily collect email addresses.

Social media and email marketing integration is a genius strategy. While each platform is powerful on its own, they’re even better together. If you’re promoting an event or sale through your weekly email, create a matching graphic that you can share on social media. You could even run a special offer that rewards Facebook followers who subscribe to your emails, or vice versa. And you should always include social media contact buttons on your emails for easy access.

Some industries, such as retail clothing, are blazing ahead in email marketing. Others aren’t quite up to speed, perhaps including competitors in your industry – but that allows your business to jump into action. Implement some of these strategies for your dealership, and see where the results take you!

Lauren McLean is the public relations manager at Dealer Spike, a leading web services provider for powersports dealerships. The award-winning digital advertising company is focused on helping dealers increase sales through powerful, distinctive website design and a full suite of online marketing tools to drive results. Dealer Spike’s expertise comes from real-world dealership experience and a team of professionals who also ride. When you work with Dealer Spike, you’re working with digital marketing experts who have a passion for your industry.


Phone: 800.288.5917



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