Web Wise

Why E-Mail Marketing Is Important to Shops

E-mail marketing is one of the most useful marketing tools available to shops of all types and sizes. More and more consumers turn to the Internet to find a reliable repair shop. And if they're not searching the Web for that latest gadget, or the latest headlines, chances are, they are checking their e-mail. And what a better way to remind your customers about your shop's services, achievements or specials than through e-mail marketing?

One of the best reasons to implement an e-mail marketing campaign into your shop's operation is its affordability. Unlike direct mail pieces, there is virtually no production costs, including postage expenses. And using companies like Constant Contact (www.constantcontact.com) or Emma (www.myemma.com), can make your e-mails look great without any real technical know-how.

E-mail marketing also enables you and your team to proactively communicate with your customers instead of waiting for them to return to your Web site to read about your latest shop specials. A good e-mail marketing campaign will drive customers to your Web site to schedule appointments for preventive maintenance, view new specials or participate in a monthly contest.

E-mail marketing is also fairly immediate. Industry statistics say initial response to your e-mail campaign occurs within 48 hours. To obtain such a response rate, be sure your campaigns call for action: "Click here for this month's special" or "Schedule an appointment today to save you money in the future."

Another great advantage of e-mail marketing is the ability to target specific segments of your customer base. Perhaps you only want to send campaigns to customers who participate in a preventive-maintenance program. Most e-mail marketing programs allow you to segment your customers based on interest groups. The more targeted your campaigns, the better response rate you'll have. The result is increased sales.

Since e-mail marketing is fairly inexpensive, experiment with a combination of direct mail and e-mail marketing. Use your e-mail marketing to reinforce your direct mail. But as more motorists use the Internet to find information, you may find that your shop needs to implement e-mail into your marketing scheme.

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