If your auto dealership isn’t using email marketing workflows, the only people you’re helping are your competitors. Businesses that use marketing automation to nurture prospects experience a 451% increase in qualifies leads, according to the Annuitas Group. Failing to develop and implement email marketing workflows could be preventing your sales team from reaching their goals.
But if you decide to use one or all five of the email marketing workflows outlined below, you could start seeing a significant spike in your number of qualified leads.
What’s an Email Marketing Workflow?
Before we get into exactly which email workflows your dealership should be using, it’s a good idea to start by explaining what a workflow is. According to BusinessDictionary.com, a workflow is a progression of events or interactions that involve two or more people, which results in added value for your organization. Most of the time, a workflow is sequential, meaning each step is dependent on the occurrence of the step before it. However, it’s possible to have workflows with two or more steps happening at the same time.
When it comes to email marketing workflows, we’re talking about a series of communications between your dealership and a contact from your database after they’ve taken an action that qualifies them to be added to a particular workflow. Here’s an example:
A person downloads a premium content offer from your website, “5 Things You Need to Know Before Buying a Used Car.” You add them to a workflow that sends them a thank you email and a link to the eBook. Then, a few days later, they get a follow-up email that includes a Used Car Buying Checklist you’ve created and a few used models in your inventory that you think they may be interested in. If they view one of those vehicles, they’re sent another email asking if they’d like to schedule a test drive or learn more by contacting your sales team.
That’s a basic example of an email workflow, but keep in mind that workflows can be as simple or as complex as they need to be to help your contacts reach a particular goal. In the example above, the goal was to have the person contact the dealership.
Automated workflows allow you to design a series of communications and rules that are then automatically implemented whenever a contact is added to the workflow. So let’s look again at the example above. After the contact downloads the eBook, they can automatically be added to an email marketing workflow that sends them follow-up emails that have been tailored to their guide them through the buyer’s journey. So by the time they contact your dealership, they’re ready to buy a vehicle, without your sales team having to do much other than answer the phone.
But that’s not the only way you can use workflows to achieve your business goals. Below are five examples of email marketing workflows that your car dealership should be using.
5 Automated Email Marketing Workflows for Your Dealership
1. Topic Based
A contact can be put into a topic workflow whenever they view a particular page or download a certain piece of content. This type of workflow would then send them similar pieces of content or information. So if a contact views a vehicle review posted on your website, you could send them additional information about that specific vehicle or models you have available for a test drive.
2. New Customer Welcome
When a contact becomes a customer, you can add them to a new customer workflow to help improve their experience and overall satisfaction. Let’s say they recently bought a new car from your dealership. By adding them to the new customer workflow, you can automatically send them a thank you message along with helpful tips for new car maintenance and even different accessories they could purchase.
3. Lead Nurturing
When a contact is spending a lot of time at the top of the funnel (i.e., downloading eBooks and checklists) but never making that macro conversion, you could use a lead nurturing workflow to help guide them toward making a purchase. Lead nurturing workflows are designed to warm up your leads until they’re ready for your sales team.
4. Sales Team Notification
Instead of messages being sent to your contacts when they complete a certain action, an internal sales notification workflow can send a message to your sales team when a contact becomes a sales-qualified lead. Imagine how useful it would be for your sales team if they were told exactly who was ready to make a purchase and when.
5. Upcoming Service Reminder Workflow
The upcoming service reminder workflow is a great way to help your customers keep up-to-date on routine maintenance and keep your service technicians busy. Once a contact receives some kind of automotive service or repair, they can be added to this workflow, which will remind them to make an appointment when the next service interval is approaching.
BONUS TIP: You can also text message your contacts to deliver highly relevant information, such as service reminders, to augment your email marketing workflows.
No matter which of these email marketing workflows your dealership decides to use, your sales team will be happy you did since they’ll now have a clear list of sales-qualified leads to work with.
Here at FullThrottle, we offer custom automation services to help you design and implement automated email marketing workflows for your auto dealership. To learn more, sign up for a free demo.
All the best,
—Christopher Wirth is the Inbound Marketing Copy Team Lead at FullThrottle.