How automotive businesses can generate leads with email marketing

Email marketing services play a vitally important role in the automotive sector but getting it right to increase sales, for example, involves many different factors.

This includes everything from creating engaging and visually attractive content, through to staying legally compliant.

Read on to find out how automotive businesses can use proven techniques to get the best return on investment.

Why does email marketing matter for automotive businesses?

Put simply, it allows direct engagement where the messaging can be controlled and metrics, such as open rates, can be easily measured.

Other benefits include data capture for lead generation, a relatively low acquisition cost, while it can also be time effective and quickly implemented, while running alongside like other marketing activities such as content creation.

Can I do email marketing by myself?

While there’s nothing stopping you, it can pay dividends to use the skills and expertise of a dedicated digital marketing agency, such as Red Marlin, not least to ensure you stay legally compliant while benefitting from years of experience and best practice.

By doing this, you are also ensuring the email content is informative, timely and interesting, ultimately having a purpose to deliver tangible results, while also enhancing your overall branding.

Where to start with email marketing

From the outset, email marketing should support an organisation’s wider business and marketing strategy.

It could be that it is needed to push visitors to a website and the relevant landing pages, or it might be utilised as an important part of a long-term profile building campaign. But it must have a clear goal.

Email marketing should also be planned and implemented with conviction, showing an understanding of the wishes and desires of its subscribers and providing them with a solution, or increasing their knowledge – in essence, leaving a positive footprint.

Furthermore, if it’s a series of newsletters that are being issued, rather than a stand alone email, then it can be sensible to schedule them for a regular weekly timeslot so readers know when they will arrive in their inbox. Another aspect to consider before embarking on email marketing.

Staying legally compliant is vitally important

Another first step in email marketing is to make sure not to fall foul of any associated laws.

For example, this includes following the UK GDPR and The Privacy and Electronic Communications Regulations (PECR) which have strict rules around obtaining explicit, active consent from individuals, and easy unsubscribes, plus much more to adhere to.

As it is a legal minefield, this is where a specialist digital marketing agency can provide further, invaluable support, also advising on how to avoid emails ending up in junk folders.

Additionally, the agency can take control of database management, thereby providing the best return on investment.

Grab the attention with email marketing services

Successful email marketing blends captivating content with a strong visual appeal, after all, you need your email to stand out from the many others that the recipient is likely to receive.

Punchy headlines for articles will draw in audiences wanting to learn more in the article itself.

However, email marketing should strive to be genuinely interesting, or provide something that is of value to the recipient.

It could be news about the company, such as winning an award, or something looking at a wider issue that impacts the subscriber, or possibly highlighting a limited time special offer. Whatever it is, if it’s not interesting to you, then it’s unlikely to be interesting to the target audience.

A specialist communications agency can also pull other resources from PR & marketing services, like videography, to be used as assets in email marketing.

Direction with a purpose

After you’ve got the attention of the audience, whether that’s in classic cars or automotive lifestyle, for example, then you ultimately want them to do something by including a strong call to action.

This could be directing them, via a link, to a specific landing page on your website, such as products or services, or it might be prompting their interest in special offers or limited time events.

How do you judge success in email marketing?

Red Marlin is proud that our email marketing services have delivered open and click-through rates that are much higher than the industry standard.

Other key metrics to consider include the conversion rate, which shows how many people took the desired action, such as purchase an item or sign up for something.

There’s also the unsubscribe rate, the amount of people who have opted out, the bounce rate, highlighting how many emails have not been delivered, and the delivery rate which shows how many emails made it to the subscriber’s inbox.

Get the best ROI with email marketing services

Whatever automotive sector your organisation is in, for example wheels and tyres, then using these key measurements can help refine campaigns for the best return on investment in future email marketing activity.

Maximise email marketing services with expert digital agency support

Red Marlin’s automotive marketing knowledge, which also encompasses digital advertising, especially important in today’s online world, plus search engine optimisation (SEO), vital in an extremely competitive automotive landscape, has played a key role for our clients, just as with our email marketing services.

If you could also benefit from our insight and expertise in automotive digital marketing services, then please get in touch for a no obligation chat