Campaigns that Click!
The dos and don’ts of an effective email marketing campaign.
Do you know anyone who doesn’t have an email address? These days, pretty much everyone does. And that’s why email marketing can work so well.
But not everyone knows how to effectively use this type of marketing. Tire retailers often have a wealth of email addresses on hand, from collecting information for receipts, confirming appointments or any number of different reasons. So there’s an abundance of material to use in your email marketing strategy.
These addresses can be used to direct a message, or for getting them back to your website—which is a great driver of SEO, bringing organic traffic to your website. But how are you using this valuable data? What are you aiming to achieve? Do you have a goal?
All too often, there can be a shotgun approach, bombarding customers with emails about a promotion or an event, etc. Sending a generic message isn’t effective and isn’t likely to get a response.
Know your audience
So the first step is to segment your audience, and categorize their needs. What kind of vehicles do they drive? How often do they come in? What do you know about them? That’s the type of information that will help you understand how to get them to click on your email.
Knowing your audience is crucial. Identify their habits, their qualities. Build value into your promotion. If they’re just coming to you for tires, and not for an oil change, why are you sending them messages about oil changes? Look at their history.
Remember to add notes whenever you can. Everyone should have a CRM that contains all your customer information. Clean it up and organize it regularly. Once you do that, your campaigns will be ready to go.
Often the CRM will come with templates, which can be great to start off with. However, it’s essential to customize your messaging, as well as check all the grammar and spelling (is it Canadian?) to maintain your professional image.
Create a campaign code for your email event, so that everything you do is trackable. For instance, if you’re sending out an oil change email, you want to see how it performs and what kind of traffic you’re getting from it. This is especially important if you’re driving traffic to your website.
If you’re sending your campaign out through your CRM, you’ll be able to track it through there. You’ll see which emails were successfully delivered, and what bounced. If an email address isn’t valid, and it’s for an active customer, you have an opportunity to reach out to that customer to update that information.
Google has a “UTM” code builder that can create a customized campaign code on a website URL. When people click on it, you can go into Google Analytics and see all the people who clicked on it. You can see how many were new, how many were returning users, how long they spent on the website, if they looked at other parts of the website, and if they made any interactions. It tracks your efforts even further, to see how your customers are engaging with you.
The return on your investment is going to vary, depending on what you do, but you have to remember to engage with your customers outside of your shop. You already have the means to do so—it may take some time and money, but it’s worth it to keep customers coming back to you.