Email Marketing for Auto Dealerships
Why Email Still Works for Dealers
In an age of TikTok, Instagram, and Google ads, email might seem old-fashioned. But the data proves otherwise: the average ROI for email is $36 for every $1 spent, making it one of the most cost-effective marketing tools available. For dealerships, email is uniquely powerful because it ties together sales, service, and loyalty.
Unlike social media, where posts compete with endless content, or ads, which require ongoing spend, email gives you direct access to a customer’s inbox. With the right message at the right time, you can drive service lane visits, promote seasonal specials, and bring customers back when it’s time to trade up.
Lifecycle Campaigns: Staying Connected After the Sale
The car-buying process doesn’t end with a signature—it’s the beginning of a multi-year relationship. Lifecycle emails help dealerships nurture customers at every stage.
Welcome series: A thank-you note, introduction to the service department, and how to schedule the first maintenance.
Ownership tips: Seasonal care advice, warranty information, and reminders about features.
Milestones: Celebrate one-year ownership anniversaries or send birthday messages with a service discount attached.
A Minnesota Subaru dealer saw a 22% increase in first-year service retention simply by sending a three-part welcome series that introduced new buyers to the service team.
Service Reminders & Seasonal Campaigns
Service is the lifeblood of dealership revenue, and email is the easiest way to fill the bays. Automated reminders for oil changes, tire rotations, and inspections help customers stay on track.
Seasonal emails: Promote winter tire packages, remote start installations, and battery checks before Minnesota winters hit.
Urgency-driven messaging: Subject lines like “Is your car winter-ready?” or “Don’t miss your 30,000-mile checkup” drive faster responses.
One Ford dealer in Rochester used automated tire-change reminders in October and increased service appointments by 18% compared to the previous year.
Trade-In and Upgrade Campaigns
Lease expirations and loan payoffs create natural upgrade opportunities. Targeted trade-in emails can nudge customers toward the showroom at exactly the right time.
End-of-lease campaigns: Remind lessees six months before lease-end, with clear upgrade paths into new models.
Equity mining: Identify owners who have positive equity and offer attractive trade-in deals.
Personalization: Include current vehicle details (“It’s time to upgrade your 2019 CR-V”) to make the offer feel tailored.
Case study: A Chevy dealer in Duluth segmented its database by loan payoff date and ran trade-in emails. They reported a 35% increase in appraisal requests within 60 days.
Personalization and Segmentation
Email works best when it feels personal. A one-size-fits-all blast won’t resonate with a customer who just bought a car last month.
Segment by:
Purchase history (new vs. used, sedan vs. SUV)
Service history (frequent vs. lapsed customers)
Location (suburban commuter vs. rural truck buyer)
Behavior (opens/clicks on previous emails)
Even simple personalization—like including the customer’s name and vehicle model—can increase open rates by 26%.
Loyalty and Rewards Programs
Email is the engine that powers dealership loyalty programs. From exclusive service discounts to referral bonuses, email keeps customers aware and engaged.
Points-based systems: Send monthly statements with current balance and upcoming rewards.
Referral promotions: “Refer a friend and get $100 toward your next service.”
VIP status: Offer perks like free car washes or priority scheduling for loyal customers.
A Honda dealer in Minneapolis tied its rewards program to email updates and saw a 40% increase in redemptions after adding personalized point-balance emails.
Why Email Outperforms Other Channels
Email doesn’t replace social or paid ads—it complements them. Social builds awareness, ads capture demand, but email keeps the relationship alive. With automation, campaigns run in the background, generating consistent revenue without constant input.
For dealerships looking to stretch budgets while maximizing impact, email remains one of the most reliable levers.
Email isn’t just another channel—it’s your direct line to customer loyalty. At Moon & Marrow, we help dealerships design campaigns that increase retention, strengthen trust, and drive both sales and service.
Want the bigger picture? Read our full guide to Automotive Dealership Marketing in Minnesota.
Ready to make your emails work harder? Contact us today and let’s build campaigns with backbone.
