The Dealer Impact Blog

Make Those Opt-Ins Count

So you’ve been collecting emails for months or even years now. You’ve got hundreds or maybe even thousands of people who have raised their hands and agreed to listen to what you have to say.

So what are you doing with that list? If you’re just sending them a quarterly newsletter and a Christmas card, you’re probably not making the most of it. Here are a few things you might consider:

• 1. Ask for referrals. Heck, offer a bonus (free oil changes for a year or something similar) if they bring in a friend or family member who buys a car from you.
• 2. Don’t always send to the whole group. Segment the list and hit them with timely, targeted offers.
• 3. Invite them to special events at the dealership or get them tickets to an event (minor league baseball game, comedy club or the like).
• 4. They’re special, treat them as such by offering to unveil new models to them first. Give them first dibs on that hot new sports car that you can’t keep in stock.

In short, making being on your list worth their time and attention. Otherwise, you risk being deleted along with the other stuff we all wished we hadn’t signed for.

D. Jones
Marketing Strategist/Creative Consultant
SmackDabble, LLC

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