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Automotive Email Marketing: Effective Strategies for Your Shop

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In today's fast-paced digital world, connecting with your customers isn't just about turning wrenches; it's about building relationships. For the automotive industry, email marketing can be a powerful marketing tool.

A well-executed email marketing strategy can transform your auto repair business, driving new customers through your doors and fostering customer loyalty among your existing clients.

What is Email Marketing?

At its core, email marketing is a form of digital communication that enables businesses to send messages directly to a group of people via email. Think of it as a personalized billboard delivered straight to your customer's inbox.

Unlike broad social media blasts or impersonal direct mail, email marketing offers a unique opportunity to tailor your message to specific segments of your email list, making your communications more relevant and impactful. It's a key component of any effective automotive repair marketing plan.

Why Auto Repair Shops Should Use Email Marketing

Many auto shop owners might wonder if email marketing is truly worth the effort. The answer is a resounding "yes!" In an industry built on trust and relationships, email marketing serves as an invaluable tool for nurturing customer relationships. Here are some of the top benefits of email marketing:

1. Cost-effective

Email marketing is very cost-effective. Compared to traditional advertising methods, the return on investment (ROI) for email marketing is often significantly higher. You're reaching a targeted audience that has already shown some interest in your services, whether by providing their email address at your shop or through an online signup.

2. Top of mind

Email marketing will keep your auto repair shop top of mind. Your customers have busy lives, and car maintenance often slips their minds until a problem arises. Regular, helpful emails ensure that when they do need service, your shop is the first one they think of. This is crucial for customer retention.

3. Customer Retention

By staying in touch, you remind existing customers about upcoming service needs and show appreciation for their business. This proactive approach significantly boosts customer retention and encourages repeat visits.

4. Measurable Results

Unlike some traditional marketing, email marketing provides detailed analytics. You can track open rates, click-through rates, and ultimately, how many appointments were booked as a result of your email marketing campaigns. This allows shop owners to refine their marketing strategy for maximum effectiveness.

5. Direct communication

Finally, email marketing provides a direct line of communication. You can share important updates, special offers, maintenance tips, and build a sense of community with your customer base. This personal touch is something that a general advertisement simply cannot replicate.

Seven email marketing campaign ideas for auto repair shops.

Email Marketing Campaign Ideas

To maximize your marketing efforts, it's essential to diversify the types of emails you send. Here are some of the most effective email marketing campaigns for automotive repair shops:

Welcome Emails

When a new customer provides their email address, send a warm welcome email. This is your chance to introduce your shop, highlight your unique selling propositions, and perhaps offer a small discount on their first service. This initial contact sets the tone for future customer relationships.

Welcome email template

Auto repair shop welcome email template example.

Service Reminders

These are arguably the most crucial emails for an auto repair shop. Based on a customer's service history (which can be managed efficiently through a good CRM system), send automated service reminders for scheduled maintenance like an oil change, tire rotations, or brake inspections. Make it easy for them to book an appointment with a clear call to action.

Service reminder email template

Automotive service reminder example email.

Promotional Emails/Special Offers

Announce discounts, seasonal promotions (e.g., winter tire specials, summer AC checks), or bundled services. Use compelling subject lines to grab attention and always include a strong call to action (or CTAs).

Promotional email template

Promotional email template for mechanic shops.

Maintenance Tips and Educational Content

Share valuable information like "5 Ways to Extend the Life of Your Tires," "Understanding Your Dashboard Warning Lights," or "Why Regular Oil Change is Crucial." This positions your shop as an expert and provides genuine value to your customer base.

Maintenance tip email template

Maintenance tip email template example.

Customer Feedback/Review Requests

After a service, send a follow-up email requesting feedback or a review. Positive testimonials are incredibly powerful for attracting new business. Link directly to your Google My Business page or other review platforms.

Customer feedback email template

Customer feedback email template.

Birthday/Anniversary/Holiday Emails

A small, personalized gesture like a birthday greeting, perhaps with a minor discount, can significantly boost customer loyalty.

Birthday email template

Birthday email template for auto repair shop.

Abandoned Appointment Emails

If your shop offers online appointment scheduling and a customer starts but doesn't complete the booking process, an automated email reminding them to finish can recapture lost potential customers.

Abandoned appointment email template

Abandoned appointment email template.

Automotive Email Marketing Strategies

Now that we've covered the what and why, let's dive into the how. Implementing these best practices will ensure your email marketing strategy yields optimal results for your auto repair shop:

  • Segmentation is Key: Not all customers are the same. Segment your email list based on factors like vehicle make and model, last service date, service history, or demographics. This allows you to send highly targeted and relevant messages, improving open rates and conversion rates.
  • Craft Compelling Subject Lines: Your subject lines are the gatekeepers to your emails. Make them concise, intriguing, and benefit-oriented. Examples: "Time for Your Oil Change?", "Exclusive Discount Just For You!", "Protect Your Car This Winter."
  • Personalization Goes a Long Way: Always address customers by their first name. Reference their vehicle type or past service if possible. Automation can make this surprisingly easy, especially with a good CRM or shop management system.
  • Clear Call to Actions (CTAs): Every email should have a single, clear call to action. Whether it's "Schedule Your Appointment Now," "Claim Your Discount," or "Read Our Latest Blog," make it obvious what you want the recipient to do. Use prominent buttons or hyperlinked text.
  • Mobile Responsiveness is Non-Negotiable: A vast majority of people check their emails on their smartphones. Ensure your emails are designed to look great and function perfectly on all mobile devices. Test your templates before sending.
  • Automate Where Possible: Utilize automation tools to send welcome email sequences, service reminders, birthday greetings, and follow-up emails after a service. This saves time and ensures consistent communication without manual effort. Many CRM systems and email marketing platforms offer robust automation features.
  • Provide Value Beyond Promotions: While special offers are great, don't make every email a sales pitch. Offer genuine value through maintenance tips, car repair advice, and educational content. This builds trust and positions your auto repair shop as a helpful resource.
  • Optimize Send Times: Experiment with different days and times to see when your email list is most engaged. Tools within email marketing platforms can often provide insights into optimal send times based on your audience's behavior.
  • Integrate with Other Marketing Efforts: Your email marketing strategy shouldn't exist in a vacuum. Cross-promote your email list on your website, social media channels, and in your physical shop.
  • Monitor Performance: Regularly review your open rates, click-through rates, and conversion rates. A/B test different subject lines, CTAs, and content to continually improve your email marketing campaigns. This data-driven approach is crucial for success in the automotive industry.
  • Don’t overdue it: Nobody likes receiving 30 emails in one day, so make sure your email cadence is reasonable and not overwhelming to your audience. Always provide an “unsubscribe” option in your emails in case they no longer want to receive emails from you.

Final thoughts

In conclusion, for any auto repair shop looking to thrive in today's competitive landscape, a well-executed email marketing strategy is no longer optional – it's essential. By consistently delivering valuable content, timely reminders, and exclusive offers, you can build a highly engaged customer base, boost customer loyalty, and ensure your auto repair business remains successful for years to come.

Start building your email list today, embrace automation, and watch your marketing ideas turn into tangible results. Your customers and your bottom line will thank you.

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Tekmetric Named Leader 5 Times in 2023 G2 Summer Spotlight Report

July 5, 2023

Read time: 3 min

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G2 is a peer-to-peer review site that scores different platforms and tools just like Tekmetric based on reviews from users, just like you.

Leveraging all the data, reviews and input they collect throughout the year, G2 analyses the results and announces the clear software leaders in a number of categories.

And Tekmetric was named a leader in not one, not two, but FIVE categories for Auto Repair Software, and has been awarded five new badges from G2 for their 2023 Summer Spotlight!

That means its.. TIME FOR SOME BURNOUTS! LETS GO!

Those five categories include:

  1. Auto Repair Software Momentum Leader 
  2. Auto Repair Software Small Business Leader
  3. Summer 2023 Auto Repair Software Leader
  4. Best Relationship With Users
  5. Easiest To Do Business With

Sorry for the humble brag, but honestly, this is all because of you, the users of Tekmetric!

Shop owner's, service manager's and technician's love for how easy Tekmetric makes it to run your shop is the star of the show here.

How Auto Shop Management Software Can Help You Safeguard Your Business

July 2, 2023

Read time: 3 min

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“Receipts.” We all know the literal meaning of this term—those pieces of paper or emails/texts a retailer sends you as proof of purchase, in case you want to exchange or return an item down the road.

In a casual sense, “receipts” also mean “proof” in the event of a dispute. For example, if your dog could talk and claimed he definitely did not steal the pizza from the picnic table, you could show him “receipts,” which could be a photo your astonished friend snapped of him while he was dragging the pizza away. Busted!

Ok, but in all seriousness, as a business owner, you interact with receipts in two ways:

  1. You give receipts to your customers once their repair work is finished
  2. You get receipts when you purchase items for your shop (like parts)

Even though receipts exist in practically every industry, there’s a huge difference between the receipts customers get from an auto repair shop versus the receipts they’d get from a restaurant or clothing store.

Look at it this way: you don’t go to a restaurant and get an estimate for how much your food will cost. You see the prices on the menu, order, and then pay at the end. But in the auto repair world, we have to scope out the work with an inspection and estimate. That’s where the shop and the customer come to an understanding of the repair work that will occur, and get a preview of the cost, before any work gets done.

Without a solid inspection and estimate process, there can be a higher risk of misunderstandings and miscommunications, which can diminish customer loyalty and lead to credit card chargebacks. For example, a customer could misunderstand the severity of the need for a repair and decline it when they get their estimate, and leave a negative online review that their car still has issues. Or, a customer could say they don’t want a particular repair, but a service advisor misunderstands them. The repair happens, and the customer is upset when they get the final bill because they’d communicated that they didn’t want the repair.

That’s why estimates and receipts are extra important in our industry—they protect shops and customers. They give your customers peace of mind; they have a record of what repair work they got done on which day, and how much they paid. And in the event of a customer claiming a certain repair didn’t happen on a particular day, you could pull up your copy of the estimate and the receipt and set the record straight. You won’t have to deal with a frustrating back-and-forth process that can stretch out for days.

But beyond literal receipts, there are other elements of safeguarding your business. After all, protecting your business isn’t just about protecting it from financial and legal standpoints, although those are two important areas. You also have to think about things like your team’s productivity, employee management, healthy margins, and more. Auto shop management software is a great core tool that can help you safeguard your shop from multiple angles.

How Switching from an Auto Repair Invoice Template to a Shop Management System Can Drastically Increase Profits

June 20, 2023

Read time: 3 min

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Auto repair shops might bulk order carbon copies, or you might find a template online and print as many copies as your shop needs. Or, if your shop uses digital templates, you might have to deal with time-consuming digital file management.

Filling out the forms over and over, be it by handwriting or typing, can become tedious. And both options are less than ideal for record-keeping.

Paper can get lost, and digital files can become overwritten or corrupted. Both approaches are inconvenient and ultimately slow things down at your shop. And the impression you give during the payment process can determine whether those customers return or not.

Here are four reasons why a shop management system is better than an auto repair invoice template approach for your business.

Streamline Your Auto Repair Shop’s Workflow for the Best Customer Experience

June 19, 2023

Read time: 3 min

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By streamlining your auto repair shop workflow, you can help your shop create a memorable customer experience that will keep them coming back next time they have a problem.

From the moment customers walk in the door to when they pick up their vehicle, your shop’s service advisors play a crucial role in creating a smooth, enjoyable experience.

Shop management software makes it easy to establish a standardized intake process so that shops can provide the same level of care to their customers every single time.

Service advisors can build repair orders in seconds, apply the right digital vehicle inspection templates with just a few clicks, and quickly text or email the results to the customer for approval.

This frees up their time to focus on the customer directly, address their concerns, and create a stress-free experience. If things go well the first time, and customers feel like they can trust your shop's recommendations, work they'll more than likely come back for future repairs.

How to Sell an Auto Repair Business (3 Step Guide)

June 14, 2023

Read time: 3 min

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There are many reasons you might want to sell your auto repair shop.

You might be ready for another venture; you might be trying to fund your retirement; or you might just be curious about the value of your business if you do decide to sell. 

Whether you're actively in the market to sell your shop, or you just want to know how to value an automotive repair shop just in case, you’ve come to the right place.

How to value your auto repair shop

The industry standard for establishing a sale price for an automotive repair business is to use total owner benefit (TOB) multiplied by four (or TOBx4).

So, if you took home an average of $50,000 a year for the past three years, the price of your business will likely be valued around $200,000. Keep in mind this TOB value does not include property value.

For those who are reading this with the hopes of selling in the near future, that valuation method might seem low to you. And it is.

The good news is that you can go above and beyond the industry standard, and sell your shop for a higher value, if you stay on top of your numbers.

Not only will diligent reporting and good customer service increase your TOB, but you’ll also have more leverage when negotiating offers from buyers.

Here are three steps you can take to improve the valuation of your business and secure the money that you worked hard to earn. 

Seeing is Believing

June 2, 2023

Read time: 3 min

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It’s easy for most auto shops, myself included, to mimic what other shops are doing. Asking other shop owners questions like, "Hey, how do you do this?" or “What do your customers like?”

I definitely started off that route, and although we were growing, it was a slow growth.

When I began implementing newer, more modern strategies, my shop’s growth really took off. I first implemented a digital vehicle inspection (DVI) system with Tekmetric when I had about four team members in 2017. We were doing about 100 cars a month.

It was an adjustment. There were a couple of things I had a hard time with at the beginning. Essentially, I tried to run our shop’s physical systems—like our whiteboard—the exact same way as the DVI software.

What I didn’t realize was I needed to make two changes. One being that I needed to make the full switch to the new, modern-day auto repair shop software. The second being that I needed to adapt our physical systems to the software’s programs, or completely move them from physical to digital.

Once we did the full switch to the auto repair shop software, we were ready to rock n’ roll.

Put Your Shop in the Fast Lane

June 2, 2023

Read time: 3 min

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Racing-crew-chief-turned-shop-owner Mark Darragh knows exotic vehicles. From his days at the Indianapolis 500 to his decades running an exotic vehicle repair shop, he has become a go-to resource for examining some of the world's finest cars. 

Buckle up for some of Mark’s timeless insights into how to break away from the pack and put your auto repair shop in the fast lane.

Improve Your Auto Repair Shop's Workflow With a Shop Management System

June 1, 2023

Read time: 3 min

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Maintaining an efficient workflow is crucial to the success of any auto repair shop. A breakdown in workflow can lead to delays, a frustrated team, and unsatisfied customers. One key area where workflow can break down is during the inspection and estimate process. 

By investing in a more modern, cloud-based shop management system, you can establish a transparent, replicable digital vehicle inspection and repair estimate process, and streamline parts ordering so that service advisors can dispatch repair orders quickly to technicians. 

Best Practices for Parts Management & Reconciliation

June 1, 2023

Read time: 3 min

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Parts management is a critical function of any auto repair shop business. The only way to guarantee that you’re making a profit on the parts you sell on repair orders is by having an air-tight system for managing and tracking those parts from purchase to sale to reconciliation. The final step of making sure that each and every parts transaction is accounted for is probably the most important step—and the most misunderstood.

Some of the issues your auto repair shop will run into if you don’t carefully manage parts include:

  • Un-billed parts (forgetting to collect payment on parts)
  • Inconsistencies between your cost of goods sold and accounts payable
  • Inability to track and receive return credits
  • Inability to detect theft before it gets out of hand

Many of these issues can be avoided by using purchase orders to reconcile the parts you sell on repair orders.

But many auto repair shop business owners still wonder what some of the best practices are when it comes to parts management. How often should you be reconciling parts payments? Who should take on this task: you, your service advisors, or a dedicated parts manager? How do you make sure you’re getting the best value for the parts you buy and sell? How do you ensure that each and every part is being billed?

Let’s answer some of these questions, and unpack the best practices for parts management.

The Biggest Benefits of a Modern Auto Parts Inventory Management Process

May 22, 2023

Read time: 3 min

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Inventory can include items like oil, tools, and large equipment. It also includes stock items, or parts which are sold to the customer during the course of repairs, such as gaskets and timing belts.

Inventory management and parts management go hand in hand, but outside of labor profits, the profit a shop brings in ultimately comes from parts markup at the point of sale. Consequently, there’s very little room for error in managing parts.

Simply put, mismanaged parts means money left on the table and unhappy customers—a combination no shop owner or automotive team wants to experience.

A good auto parts inventory management system should let you:

• Know what parts you have in stock and how many you have

• Track what sells and what sits on the shelf longer than it should

• Help you plan for growth.

With the right auto parts inventory management system, your shop can go from disorganized to a well-oiled machine generating more and more profit.

Automotive Scheduling Software (Comprehensive Guide)

May 22, 2023

Read time: 3 min

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These methods can get complicated and ineffective pretty quickly. For one, they’re prone to mistakes—what if, for example, a technician forgets to scribble down the latest status of a repair on the whiteboard?

If that happens, a service advisor might not realize things are moving ahead of schedule and might turn down a walk-in customer.

These methods also take up a lot of time. If you circle around the shop for updates throughout the day, for example, that’s time you could instead use to ramp up your shop’s marketing efforts or grow your business.

Why You Want Mechanic Repair Scheduling Software

With automotive repair scheduling software, you and your team gain more control over your shop’s time.

Instead of painstakingly getting disparate updates from around the shop, you all can check the status of each repair from any device connected to the internet.

Another advantage of automotive repair scheduling software is that your team will make fewer mistakes when it comes to giving customers status updates about their vehicles.

Before contacting a customer, a service advisor can check the system to have a more accurate estimate of how much time is left on their repair.

A capable mechanic scheduling software creates a streamlined process that ultimately leads to faster turnaround times, and, as a result, fewer missed opportunities. Going one step further and introducing online scheduling even helps provide a more modern customer experience.

Technicians and service advisors won’t have to go back-and-forth giving each other updates; they can efficiently move through each repair, opening up the shop’s schedule to take in more repairs.

And the more cars your shop can take in, the higher your shop’s Car Count and profit potential.