In a highly competitive market, the struggle for exposure can be difficult and expensive, and sometimes your own resources aren’t available for a costly campaign blitz. This is why commercial dealership success requires a nimble-minded ability to think outside the box and develop advertising solutions that don’t break the bank. In other words, commercial dealers need to learn how to be scrappy in marketing without spending a dime — or at least, spending very few dimes.
It’s important to keep in mind that being scrappy with resources doesn’t mean a dealership’s marketing strategies should suffer. Even on a tight budget, commercial dealers can maximize exposure, cultivate a sterling reputation, develop a leading voice, and become a powerhouse in sales. In Part 5A of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers recognize the Benefits of Dynamic Emails.
Previously we’ve discussed:
- Part 1: Develop Provoking Content
- Part 2: Grow Social Media Influence
- Part 3: Create Referral Programs
- Part 4: Establish Local Partnerships
In this article:
- Benefits of Dynamic Email Campaigns
Despite new forms of communication constantly emerging, email remains an important tool in any marketing and advertising strategy – plus, it tends to deliver a solid bang for your buck. In 2018, marketing professionals ranked email as the most effective digital media channel, over social media, SEO, content development, direct mail, affiliates, and display advertising. That’s likely because email’s return on investment (ROI) sits at a whopping 3,800%, returning $38 for every $1 spent. In fact, many Email Service Providers (ESPs) offer free starting packages, usually with reasonably-priced upgrades available.
Email is not only affordable for scrappy marketers on a budget, but also the quality of leads it generates is higher than other methods and it often works seamlessly in conjunction with other marketing campaigns you have going on. As you think about incorporating email into your strategy, consider these other benefits:
Email is the primary form of communication in the United States. In fact, among US adults who use the Internet, 85% of them have email, a greater number than those who use search engines or social media. Almost every person who could potentially buy from your dealership is going to have email, making an email campaign a great way to generate new leads or re-engage previous customers. In short, go where the people are, and they’re on email.
Email grows your influence through its ability to serve a variety of purposes. By keeping your dealership top-of-mind, email can help maintain and expand a consumer’s awareness of your brand, while also providing expert content, promoting products, and sharing exclusive offers. The access you gain via email can become an important aspect of building relationships with prospects and nurturing them into leads and sales – as well as continuing to maintain and grow relationships with your current customers.
Email effectively generates leads and sales. Consider these powerful statistics: Two-thirds of customers have purchased a product directly resulting from a marketing email, and buyers who received email marketing spent 138% more than buyers who didn’t receive email offers. Email campaigns consistently prove to effectively generate leads and sales and, in fact, email marketing acquires customers 40X more effectively than Facebook and Twitter combined. That’s not bad, considering how impactful social media has become in our society.
You own your subscriber list. As you develop your email program, a primary component will be getting people to sign up to receive your emails. What is great about collecting emails is that once you have your growing subscriber list, you own it and can store it in your own files. Unlike with social media, you don’t have to worry about losing your contacts if your account is cancelled or if the platform itself happens to shut down. If you have a problem with one email provider, you can simply move on to another one while maintaining your subscriber list.
Here’s the short version: Email is hugely popular, ESPs offer free basic packages with affordable upgrades, and dynamic email campaigns can expand your dealership’s reach, generate leads and sales, and deliver a profitable ROI. Add all those benefits together and incorporating an email strategy into your scrappy marketing efforts should be an obvious decision.
Well there you have it. When the marketing budget is tight, and the money just isn’t there for an expensive advertising campaign, crafting dynamic emails is a great way to successfully maximize exposure and grow sales. And if you’re looking for more ways to pursue Scrappy Marketing on a Budget, future posts in this series will further discuss email campaign planning, implementation, and success, as well as community service. Stay tuned!!
About the Author
Ethan is a Content Curator for Trader Interactive, serving the commercial brands Commercial Truck Trader, Commercial Web Services, and Equipment Trader. Ethan believes in using accessible language to elevate conversations about industry topics relevant to commercial dealers and their buyers.