In the past you’ve heard us talk about ways to keep your customers coming back to you – from providing great customer service and high quality work to offering special discounts or promotions. And all of those things will certainly have an impact on the customer’s decision about your business, when they’re at your shop. But once they leave, how do you maintain that relationship? Is it a postcard in 90 days saying they’re due for a checkup? Do you sponsor a local little league team to keep your name out there in your local community? Or do you send them emails with tips on car maintenance and specials you’re offering?
 
Email marketing is an inexpensive way to reach your customers and generate more business for your auto shop, and if you haven’t included email in your advertising plan yet, you can bet your competitors are, or will be in the near future. If you’re already sending out emails to customers, then you’ll probably find yourself ahead of the game. But if not, now’s the time to begin collecting email addresses from your customers, whether it be through asking them if they’d like to be on your list, by including a form on your website, or by offering special giveaways. Sometimes you can get lists of emails from groups you may belong to, like your local Chamber of Commerce.
 
There are many affordable, user-friendly Email marketing programs out there on the web, like Constant Contact, Mailchimp, or Exact Target just to name a few. These programs have ready-made Email templates that you can customize or use as-is, and they allow you to track who is opening your Emails and also give you a good idea of what’s working and what isn’t.
 
Once you get your list together you can start with some promotions, like service reminders or monthly e-newsletters. One thing to keep in mind, though, is that you may want to include “tips and tricks” or other information that your customers would find useful, besides just coupons or sales promotions. Not everyone likes giving out email addresses because they don’t want to be sold to in the mailbox. But if your email tells them how to avoid a major car repair bill in just 3 simple steps, in addition to offering them a promotion, they’ll be more likely to have a positive reaction.
 
You may ask “if I’m not selling something in every email, what good is it to me?” It’s also about your customers remembering your shop. Every month they will get an email telling them how to take better care of their cars…and somewhere on the email will be your shop logo and address. Over time, they’ll just naturally associate you with better car care. So the next time they need their cars serviced or repaired, they’ll be much more likely to give you a call.
 
With e-newsletters, you’re both the editor and the advertiser… so you have complete control. Start collecting email addresses now. It won’t take much effort, and the payoff can be huge in the long run.