I was reminded today by one of our long time dealers about the power of an email blast. Many of my past newsletters and articles have been about frequency and content of eblast, but every once in a while it is refreshing to hear from the source just how effective one has been.
The content of the blast was “We will buy your trade and give you 110% of KBB this week only” – simple message and easy for the customer to understand. This was a perfect example of a very simple premise, to an audience that is not overloaded with communications from this dealer and the results have been tremendous. Over a dozen trades bought just this week, during weekdays and the weekend is yet to come.
When the cost of putting this blast together and sending it out is next to nothing, these results are tremendous especially since prices at auctions have gone through the roof.
Just a reminder to always execute simplicity to perfection.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.