The onslaught of digital marketing has definitely changed the landscape of how car dealerships market themselves, that much is certain. With so many tools available, it might seem difficult to ascertain which mediums are best for your specific needs and how to leverage your brand in the best way possible.
Though it might seem challenging in beginning, the first step to embracing digital is to bolster your email marketing capabilities. Email marketing is one of the strongest ways to reach a varied customer base and it can provide valuable insight into what you need to improve to take your marketing to the next level.
The key to this? Behavioral Data. By using email marketing and predictive analytics (i.e. a combination of real-time behavior and existing customer data), you can make marketing your car dealership via email an unstoppable force - here are 3 ways to make that happen:
1) Retarget old customers
Predictive analytics allows you to build campaigns that have targeted information geared towards existing customers that have not purchased in a while. You can easily segment this customer base and use analytics to see what kind of content engages them most.
Is it promotional? Or perhaps informational? Use that to build personalized campaigns at decided intervals to woo back these customers and give them real value through your email marketing to retain their attention.
2) Win new customers
New customers tend to be the most skeptical, so your email marketing must address their skepticism and show why your dealership is the best. Predictive analytics will allow you to gain valuable insight on what these customers engage it, and you can build out timely campaigns to ensure your dealership is fresh on their minds.
3) Engage existing customers
Existing customers are another tricky segment. You have built the necessary relationship for them to feel comfortable, but you also want them to be more engaged with your brand. Using existing customer data and past purchases, you can leverage your analytics to build out email marketing that serves the purpose of engagement. Whether it is showcasing new products based on their past purchase history, or even targeting on a micro-level by crafting offers for individual users - use your analytics to make your existing customers feel valued.
Ultimately, predictive analytics helps you streamline marketing efforts without losing the personal touch. By leveraging existing data and analytics, you can create hyper-targeted email marketing campaigns to engage with customers across demographics and different purchasing behavior...and drive value for your business, all in one fell swoop.
To learn how ePUSH uses predictive analytics to increase sales and service contact us today for a one on one consultation.