E-newsletters: a proven vehicle for increasing service and parts revenue
One of the easiest and most affordable methods of generating revenue for the Parts and Service departments is with an E-Newsletter. From a dollar and cents perspective, it’s more cost-effective than traditional media, such as newspaper ads, printed flyers and direct-mail campaigns.
Many dealerships use E-Newsletter to advertise seasonal promotions. Each season brings with it new opportunities to reach out to customers with relevant information about their vehicles and time-sensitive promotional offers.
Winter is typically a popular time to promote snow tires, block heaters, car accessories and stocking stuffers. Winter can be punishing on vehicles, so why not promote tune-ups and detailing packages in the spring? In summer, people use their vehicles for long trips, and so vehicle inspection services would appeal to customers in the warmer months. In fall, remind customers about brake inspections and winterizing specials before the snow flies.
Another popular strategy is to offer VIP discounts to newsletter subscribers. You can create parts and service coupons available only to subscribers, which rewards customers for their loyalty. Customers can download coupons from their PCs and laptops, or they can display them on their mobile devices in the Service drive-thru.
While some managers use E-Newsletters to promote winter tires, accessories, coolant flushes, etc., others prefer to take a longer-term objective. They resist the urge to oversell products and services through their E-Newsletter and use it instead to convey information. They want to educate customers about vehicle maintenance and ownership issues, with messages that are more subtle and less intrusive than traditional coupons and advertising.
By providing useful information about vehicle maintenance and ownership, as well as general lifestyle articles relating to food, travel and well-being, service departments strive to earn their customers’ trust. Then, when it comes time to needing snow tires, oil changes or tune-ups down the road, customers may be inclined to choose those dealers when purchasing parts or service.
When looking to provide content for your E-Newsletter, there is no shortage of topics to write about. Here are a few examples:
Tire Care. Write an article that describes the step-by-step process of changing a tire, which could save drivers time, money and aggravation. And include information about proper tire pressure and it can lead to better gas mileage.
In-Car Technologies. Discuss the latest generation of portable devices and onboard electronics (iPods, Bluetooth-enabled mobile phones and GPS systems), which can be activated by voice commands.
Preparing for a Collision. Write an article explaining the decisions motorists often face immediately following an accident, including how to deal with aggressive tow truck operators, how to choose a collision repair facility and the proper reporting procedures (re: the police and your insurance company).
Owners’ Manuals. Write an article explaining the type of important information contained within this document. Most owners’ manuals are available on DVDs, or online, and are incorporated into the in-car navigation screen offered by select automakers.
Airbags. Today’s standard airbags are occupant-sensitive/dual-stage functional airbags have become standard equipment on passenger cars. Deployment is determined by the sizes and weights of occupants, as well as by seatbelt usage, non-standard seating position and vehicle speed.
This article was provided by MyAutoNews, a Canadian-based company that provides E-Newsletter marketing solutions for auto dealerships across Canada. The company can be reached at 1-866-932-1149 or at email@example.com. Visit online at www.myautonews.ca.