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Car Dealership Marketing

How to Develop Email Marketing Strategies for Car Dealership Websites


Table of contents:

  1. The Impact of Email Marketing on Automotive Sales
  2. Understanding Your Audience
  3. Establishing Your Email Marketing Objectives
  4. Designing Your Email Campaigns
  5. Types of Emails for Car Dealerships
  6. Timing and Rate
  7. Incorporating with Additional Marketing Channels
  8. Evaluating Success: Using Analytics to Make Adjustments
  9. Conclusion

Welcome to the digital age of car sales! As car dealerships shift gears towards more innovative marketing strategies, the role of email marketing continues to rev up its engine, proving itself as an indispensable tool in the marketing gearbox. Email marketing goes beyond sending emails; it involves crafting a path that prospective car buyers are interested in taking, one that guides them directly to your showroom.

The Impact of Email Marketing on Automotive Sales

Imagine this:  you’re a car showroom that has just taken delivery of the newest models. How do you tell your eager customers about this exciting news? While social media and ads are viable routes, email marketing offers a direct line to your clientele’s inboxes, where personalized messages encourage clicks and calls to action resonate. The potential of email marketing to drive sales and build robust customer relationships is immense, providing a foundation for sustainable business growth.

Understanding Your Audience

Segmenting Your Dealership’s Email List

Prior to rushing away, it is vital to understand who is in control – your audience. Breaking down your email list can greatly enhance your marketing strategies. Think of it as organizing a race: some are here for speed (new customers), while others return for the experience (loyal customers). By categorizing your list, say by vehicle interest or purchase history, you can tailor your messages to resonate with different groups, making every email feel like it’s been handcrafted just for them.

Personalization Tactics

When you address your customers by name and remind them of their last interaction with your dealership, you’re no longer a faceless entity—you’re a personal advisor. This individualized approach can greatly improve levels of participation. For example, sending targeted offers based on the customer’s preferred car model or service history can create a connection that feels both genuine and rewarding.

Establishing Your Email Marketing Objectives

Identifying Main Goals

Is your goal to generate leads, convert interest into sales, or perhaps keep your existing customers coming back? Your objectives will dictate the tone and content of your emails. Every campaign should be a strategic step towards these goals, whether it’s a service reminder to bring customers back or a newsletter showcasing new inventory.

Aligning Strategies

Your email marketing needs to be perfectly in sync with your general marketing plan. Ensuring synchronization guarantees consistent brand messaging across various channels, maintaining a seamless customer experience from website to social media profiles.

Designing Your Email Campaigns

Best Practices for Email Design

First impressions count, and in email marketing, it’s all about design. A polished, adaptable layout that complements your brand’s style can help your emails to catch the eye. Use high-quality images of your vehicles and easy-to-read fonts to catch the eye of the reader.

Creating Compelling Content

From catchy subject lines that promise value (“Unlock Exclusive Savings on Our New SUV Range!”) to call-to-actions that spur action (“Book a Test Drive Today!”), the content of your emails must be crafted to capture attention and drive engagement.

Optimizing for mobile devices

As the majority of emails are now opened on mobile devices, it is essential that your campaigns are visually appealing on both smartphones and desktops.  A mobile-optimized email ensures a pleasant reading experience, no matter the device.

Types of Emails for Car Dealerships

Overview of Email Formats

From newsletters updating your subscribers on the latest industry trends to service reminders that keep your dealership top of mind, the type of email you send can significantly impact your strategy’s effectiveness.

Effective Use of Each Email Type

Promotional emails might highlight a limited-time offer, while event invitations could bring customers into your dealership for an exclusive unveiling of a new model. Every kind of email plays a distinct role in fostering customer connections and boosting sales.

Timing and Rate

Best Times to Send Messages

Timing is crucial when it comes to sending emails; it can determine whether it will be opened or ignored. Examine customer information to find the best times for them to interact, and plan your email send times accordingly.

Preventing Email Exhaustion

Excessive amounts of positive things can have negative consequences, particularly in the case of email. Finding the right equilibrium between how often you communicate with your subscribers and the content you provide is crucial to maintaining their interest without inundating them.

Incorporating with Additional Marketing Channels

Email marketing does not operate independently. It effectively complements other marketing channels, such as social media and SEO. For instance, an email campaign can drive traffic to a specially designed landing page, boosting both sales and search rankings.

Evaluating Success: Using Analytics to Make Adjustments

Important measurements to monitor

Understanding what works and what doesn’t means looking closely at your analytics. When it comes to measuring success, open rates, click-through rates, and conversions are only the beginning.

A/B Testing

Don’t speculate, but rather assess through testing. A/B testing aids in determining the most efficient email versions and making necessary adjustments to your strategy. This approach ensures that your email marketing remains as effective as possible.

Adapting Your Strategy

Remain flexible and prepared to make changes as needed, depending on the input and data you gather from your campaigns. Be ready to adapt your approach, as what worked before may not work in the upcoming days.

Legal considerations and best practices

Understanding the legal implications of email marketing is crucial. Understanding regulations like CAN-SPAM and GDPR helps ensure that your marketing practices are both ethical and legal.


The road to email marketing success is paved with intention, innovation, and insights. Car dealerships that harness the power of well-crafted email strategies are positioned to lead the pack in customer engagement and sales.

Do you have additional inquiries regarding marketing for car dealerships? Check out our blog section for more details.  Get in touch with our support team by emailing marketing@goautomotivemarketing or dialing 1 (470) 791-9755 for any questions you may have. The GoAutomotive Marketing Expert Support Team is happy to help you.


Brooklyn Johnson

Brooklyn Johnson is a seasoned expert in the automotive marketing industry, boasting a rich and extensive background spanning 20+ years. As a prolific author, Brooklyn has dedicated their career to producing insightful articles and thought leadership pieces that delve into the intricacies of automotive marketing. With an innate understanding of industry dynamics, Brooklyn Johnson continues to offer invaluable insights that drive success in the ever-evolving world of automotive marketing.