A newsletter is a great way to reach out to your customers and maintain a meaningful relationship with them. It’s also one of the best mediums to show off new vehicle models, drive traffic to your promotions page and measure the results of your campaigns. Prospective customers might also sign up in order to stay up-to-date with their favorite vehicle brands and the latest manufacturer offers.
However, you’ll first have to make sure you have a large list of subscribers before launching your next newsletter campaign.
Here are 6 strategies you can use to fill your subscriber list and ensure its continuing growth.
1. Simplify the Subscription Process
This might seem like a no-brainer, but it’s often surprising how difficult it is to even find a website’s newsletter subscription form. To avoid this problem, make sure that your subscription form is easy to find on your website, and that it’s accessible from a variety of pages. Here are some of the best places to put it: the navigation bar, on the top or bottom of your pages, or on a pop-up coupon. You can also try adding it to your site’s contact page – after all, a newsletter is a way to stay in contact with your visitors! Wherever possible, simplify your form, and limit it to one or two fields (email address and name). Customers may be turned off by an overly long and complicated form.
Also, be sure to mention the frequency of your newsletters on the form. E.g., “You’ll receive, on average, one email per month from us!” It’s always reassuring from a customer perspective to know that you won’t be spammed with 3 or 4 emails a day!
2. Add the Option to Subscribe to Your Social Media Pages
Many applications allow you to synchronize your social media accounts to your mailing list by adding an easy-to-find tab.
And when you send your newsletter, be sure to share a copy to your social media subscribers as well. It’s a good way to show potential subscribers what they’ll be getting if they sign up!
3. Ask for Subscriptions During Transactions
Whether it’s during a purchase, lease or even a simple service appointment, be sure to ask your customers if they’d like to receive special offers and news by email.
4. Use a Paper Copy of Your Form in the Dealership
Why not turn the opportunity to subscribe into a chance to win? Example: “Sign up today, and you could win a $100 gas gift card!” Regularly add the contacts you get at your dealership to your subscriber list to ensure that it stays up-to-date.
Indicate on the paper form that you can unsubscribe at any time, and that your contact info will not be shared with any third party as well.
5. Collect Email Addresses at Your Events (E.g., the launch of a new model, an auto show, etc.).
Each time you meet your customers is an opportunity to grow your subscriber list. Asking customers to sign up is easy in a face-to-face setting: “Would you like to stay up-to-date on our latest promotions and events via email?”
If you have an iPad at your disposal, keep it open to your subscription page, and have the customer sign up directly online themselves! If this isn’t feasible, have customers fill out paper copies that you can enter online at a later date.
6. Ask for Subscriptions During Satisfaction Surveys and Follow-Up Calls
Ask your customers to subscribe to your newsletter during follow-up calls and phone surveys. Take advantage of the time you have with your customers on the phone to ask if they’d like to stay up-to-date on your latest news and promotions.
Since the beginning of 2016, Solutions Medias 360 has sent more than 150 mass emails, including newsletters, corporate mail, promotions, and personalized offers with unique access codes to private sales events. Additionally, we’ve integrated roughly 30 automated campaigns using our new tool specifically designed for this task: Campaign360
Don’t hesitate to ask your account manager for more information about how you can develop a custom strategy to integrate your newsletter more fully into your dealership’s customer experience.