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Email Marketing for Car Dealerships
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By Dan Forootan

Car dealerships have been struggling in this lagging economy. As difficult as it is for people to part with money today, cars—both new and old—remain a necessity. But consumers are shopping harder than ever for that good deal, and are more willing than ever to walk away if the price isn’t right. So what does a car dealership do in order to generate and retain business? What venues are there for car dealers, other than the traditional and well-practiced ones, to promote themselves?

Email marketing for car dealerships is a relatively new but profitable and very easy to use method to draw people into a lot and entice them to buy cars. The old business model—buying full-page ads in the local newspaper—no longer works, not with newspapers cutting pages seemingly by the day and ad space more costly than ever.

And with newspaper readership down all across the country, car dealerships and email marketing is a marriage made in heaven! Email marketing targets the younger generation, used to relying on the Internet whenever they need to search for something new. Email marketing newsletters and email blasts appeal to older people, as well, who have either embraced the new technologies and/or grown frustrated with bulky newspapers.

Email marketing for car dealerships will allow dealers to stay in constant contact with both existing and potential customers, to keep them informed of dealership news and offers. While focusing on the business should always be the main objective of these newsletters, email marketing for car dealerships can also help build the relationship between dealers and buyers, particularly in smaller towns, by taking a folksier, more personal approach and letting subscribers know of good news within the dealership (i.e. when one of the sales staff gets married or has a child).

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Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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