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9 Reasons to Use Email for Marketing, Retention and Referrals By Frank Terlep

—July 29, 2015
9 Reasons to Use Email for Marketing, Retention and Referrals By Frank Terlep

If you need a reason to adopt email in your marketing program, here are 9 of them:

1. Email is everywhere and used by virtually everyone.

There are more than 3.2 billion email accounts today. 95% of online consumers use email and, 91% check their email at least once a day (Source: Exact Target).

Email is the #1 digital marketing tool used regularly by businesses!


2. It’s easy and it Works.

Programs like Digital Marketing automatically import customer data (including email addresses) and automatically send custom branded emails to your customer database at least 4 times per year.


3. Produces a HUGE ROI (Return in Investment).

According to the 2013 Email Marketing Benchmark Report, 60% of companies surveyed say email marketing is producing ROI and another 32% believe it will eventually. According to Exact Target for every $1.00 your business invests in Email Marketing, you receive an average return of $44.25.

4. You can track every email.

Email allows you to measure how many were delivered, opened, read, forwarded, unsubscribed, etc. Based on our customer data 40-55% of consumers open emails from their auto body or repair shops. Try getting these numbers from direct mail, social media, radio or television!

5. Increase customer counts and sales with promotions.

77% of consumers prefer email to receive promotional content, while only 4% prefers Facebook, and LinkedIn users have zero (0%) tolerance for promotional messages. In a recent study by Blue Kangaroo, 70% of recipients said they've used coupons and discounts from promotional email.


6. Customer segmentation.

Email has the power to send one piece of content to hundreds or thousands of your customers/prospects based on many different criteria.

You could filter your list by Year, Make, Model, Insurer, Zip Code etc. to deliver the right message to the right customer at the right time. For example, the right email system will make it easy for you to locate and then send all of your Ford customers about your company's latest aluminum certification.....Imagine the possibilities!

7. Customer education.

Educating the consumer about their car, your shop, your employees and your shop's capabilities is critical to building trust with your customers. Email helps you educate your customers about their cars, the importance of proper repairs, how the claims process should work, your business, certifications, etc.

Every shop has educational information on their counter or in their office. Email allows shops to share this important information with EVERY customer on a consistent basis.

8. Customer retention.

Email helps the shop position itself as the "local expert" through consistent educational emails. Email also helps build trust, generate proactive service requirement communications, improve communication with less work because of automation, and finally, email helps shops request and generate more online reviews.


9. Customer referrals.

Emails are VERY easy to forward so if your shop's email is engaging, educational and entertaining there is a good chance your emails will be forwarded to other potential customers leading to more customers and more sales. Also, always make your emails easy to "forward to a friend".

Get Started

So now that you know how important Email can be for your business you are probably wondering how to get started.

First of all, collecting email addresses is not hard. You should be able to collect email addresses from 70-85% of the consumers that visit your shop. If you are like most shops, you are not asking! Getting 70-85% of your customer's email address is as simple as asking.

In virtually every seminar I conduct throughout North America there are always a small percentage of shops that capture 70-85% of their customer email address and when I ask them how they do it, the answer is almost always, "we ask”.

Second, offer customers that provide you with an email address the opportunity to receive FREE educational newsletters or special promotions. Once you have a customer's email address and the right email marketing platform, it should be easy for you to schedule automated newsletters and special promotions to customers with email addresses.

Third, tell consumers you prefer to communicate electronically and provide them with a form that they sign authorizing your business to send the email or text message communications.

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