How to Bring Back Email - And Make More Money

Oct 10, 2016 | | 4007 |

How to Bring Back Email - And Make More Money

By Brandon Baker, Nicole Kurtiak

Email isn’t dead. It’s still alive and well — and able to drive revenue. According to our research, the average dealership using our Owner Marketing solution pulls in $154,000 in repair orders each month from customers that receive emails. Not only is it profitable, email can also be the last resort to reaching a customer who might otherwise fade into the abyss. In an average month, $25,800 in repair orders comes from customers who haven’t come into the dealership in over a year, but still receive your emails. Do you really want to miss out on that money?

Here are four email marketing tips to help you make more money through this important tool:

1. Build Your Customer Lists

It’s pretty hard to have a successful email marketing strategy if you don’t have lists of customers to send emails to. An easy way to build your list is to make sure you’re entering email addresses into your CRM. When your customer comes in for a service or sales appointment, always ask for their email address. You should also take advantage of tools that pull email addresses from existing contacts in your DMS who may not be in your email database. On average, dealers who use our tool add 478 new email addresses to their database each month.

2. Limit Length of Message

Keep it short, sweet and to the point. The average person spends just 15 seconds reading an average email. Add a catchy subject line, keep emails short, bold important messages and make the call to action crystal clear.

3. Eliminate Distractions

Every email you send out should have a specific purpose. Eliminate any distractions, like multiple images or nonessential information, that could prevent your customer from taking the desired action.

4. Focus on the Main Message

Before you create an email, think about the main message you’re trying to communicate. Every part of the email should reinforce your main message and drive your customer to action. Don’t spend time selling all of your services. Focus on one task and drive them to take the next step.

It all boils down to this: When you’re reaching out to customers, they should never have to pause and ask “why did they send me this?” And if they don’t have an answer, they’ll ignore you. At worst, they’ll unsubscribe or mark you as spam. And with an average profit of $8.45 per email recipient for dealers that use our product, you don’t want to miss out on that potential extra revenue.


Senior Product Marketing Manager
Brandon M. Baker is a Senior Product Marketing Manager at CDK for both Owner Marketing and Audience technologies. Brandon is tasked with developing sales resources and helping tell the story of CDK’s strong digital backbone and ability to leverage data to support online marketing. Outside of CDK, Brandon is a semi-professional improv comedian with one of Seattle’s oldest comedy companies: Jet City Improv.
Product Manager
Nicole Kurtiak is a Product Manager for CDK Global’s Owner Marketing and Online Ordering System solutions. Nicole is tasked with building tools to help dealerships communicate effectively with their owners through various channels as well as supplying dealers a way to order adverting solutions and update their monthly budgets. She has been in the marketing and advertising field for over 13 years and has worked for CDK Global for the past 8 years. Outside of work she enjoys urban gardening, perfecting her French Macaron recipe, swimming, and volunteering with the Muscular Dystrophy Association, a nonprofit health agency dedicated to curing muscular dystrophy.