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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 Honored as Silver Stevie® Award Winner in 2022 in American Business Awards®

May 9, 2022

Read time: 3 min

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Tekmetric, a Houston-based leading auto repair technology company, was named the winner of a silver Stevie® Award in the Achievement in Growth category in The 20th Annual American Business Awards®.

Tekmetric was nominated in the Achievement in Growth category for the company’s tremendous growth and expansion in the last year.

The American Business Awards are the U.S.A.’s premier business awards program. All organizations operating in the U.S.A. are eligible to submit nominations – public and private, for-profit and non-profit, large and small. 

Co-founded in 2016, Tekmetric offers an all-in-one SaaS business management system for auto repair shops. As the auto repair industry’s leading cloud-based solution, Tekmetric has grown from just a few customers to more than 3,000 shops across the U.S.

In the last year alone, Tekmetric’s revenue has increased by more than 115%, a reflection of its role as a trusted industry solution for increasing shop efficiency.

“Tekmetric strives to deliver premier service and value to auto repair shop owners who partner with us, and this unmatched level of care wouldn’t be possible without the outstanding team we have built,” said Prasanth Chilukuri, Co-CEO and Co-Founder of Tekmetric.

“To experience an expansion that more than tripled to more than 95 talented professionals from across the U.S. and Europe has been an incredible journey. We are honored to have been recognized in the Stevie for our continued growth and leadership in the auto repair industry.”

More than 230 professionals worldwide participated in the judging process to select this year’s Stevie Award winners.

Nicknamed the Stevies®® for the Greek word meaning “crowned,” the awards will be presented to winners at a gala ceremony at the Marriott Marquis Hotel in New York on Monday, June 13. Tickets are now on sale.

“We are so pleased that we will be able to stage our first ABA awards banquet since 2019 and to celebrate, in person, the achievements of such a diverse group of organizations and individuals,” said Maggie Miller, president of the Stevie Awards.

Tekmetric CEO Sunil Patel Talks Mindset and Growing Your Auto Repair Business

April 26, 2022

Read time: 3 min

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“If you are interested in picking up a new hobby like boating, you’ll do everything you can to learn more and more and more. Why can’t you do that with your auto repair shop?

Is it because it’s boring?

Is it because it’s not the same?

It doesn’t excite you as much as your hobby would?

If you take a second and stop to think, you’ll realize you can have any hobby in the world if you focus on your repair shop and get it to where it needs to be.

There is no waiting for the right person to walk through the door. There is no waiting for the right technician."

"It has to happen right now, today."

Tekmetric Co-CEO and Co-Founder Sunil Patel recently joined Kelsey Outram on the LIFT Your Shop Podcast to talk tech, mentorship, and transforming your auto repair business.

From medical school to law enforcement, Sunil tried his hand at a variety of fields over the years, but eventually all roads led him to founding Tekmetric with Prasanth Chilukuri in 2016.

Tekmetric quickly became the preferred shop management system in the auto repair industry.

And if you ask Sunil why, he’ll say it’s all about mindset.

If you’re a shop owner who has been feeling stuck, here are six steps you can take to shift gears.

1. Define Your Goals

“When you really set your mind to something, it subconsciously changes how you behave as a human, as a person. And you hone in on what you’re trying to accomplish and you accomplish that task.”

Here are some examples of goals you might hear people talk about in the auto repair industry:

  • “I want to make one million dollars in revenue this year."
  • “I would like to add another bay to the shop by the end of the year."
  • “I want to open another location in 2023.”

What do these goals all have in common? They are specific, achievable, and easy to track.

In the same way that it’s difficult to plan a vacation without having a travel destination in mind, it’s difficult to achieve a goal if you never set one in the first place.

Knowing where you want to go is the first step toward figuring out a roadmap to get there.

2. Accept That Change is Part of the Process

“Forget about the technology and software and all that for a moment, and ask yourself this: Are you happy with where you are today running your shop? And if the answer is no, then dig deeper.”

Whether your shop is looking to switch parts suppliers or invest in a new shop management system, change can be intimidating.

Many shops experience growing pains, but keeping an open mind is essential to driving your business forward.

Sunil Patel on How Tekmetric is Revolutionizing the Auto Industry

April 26, 2022

Read time: 3 min

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Co-CEO and Co-Founder of Tekmetric Sunil Patel joined Editor Chris Jones on Ratchet+Wrench Radio to talk about how shop management software suites are changing the landscape of the auto repair industry, especially when it comes to building relationships and communicating effectively.

Sunil also touched on the history of some of Tekmetric’s relationships and how Tekmetric makes sure the voices of shop owners are heard.

Listen here, or catch some of the highlights below.

Note: some of the following answers have been condensed for clarity and brevity.

Relationship-Building 101: Laying Down a Solid Foundation

Jones: The last time we saw each other was at WorldPac STX in Orlando. And that’s where you guys announced a partnership with Advance Auto Parts. I know a lot of our readers have seen it, but can you share a little bit about the details with our audience, just from your own words and perspective?

Patel: So we’ve had a great relationship with Advance Auto Parts for a very long time. And we wanted to leverage the relationship to try to get more shops to use Tekmetric, and it just happened to be the right place, right time.

Side note: For those that don’t know, Advance Auto Parts actually owns WorldPac and Sunil Patel’s relationship with both goes way back. Before co-founding Tekmetric, Patel owned an auto repair shop that was one of the highest purchasers of parts from WorldPac in Houston for almost a decade.

Jones: That’s kind of cool to see how the relationship evolved over the years.

Patel: It’s a big company. It’s not like turning a speedboat, it’s like turning a steamship. Sometimes it just takes time to let some of these relationships play out. It affects so many people. We have to be absolutely sure of how this is going to play out, and how it’s going to work.

Using Shop Management Software to Get Everyone on the Same Page

Jones: So let’s talk about shop ownership a little bit. You were once a shop owner kind of in the Dark Ages before we had these robust shop management software suites. What was it like for you to operate on these limited tools?

Patel: You know, it was tough. Customers didn't always respond back, and we would always have to follow up with a phone call. There was always a disconnect.

We were probably ahead of our time 12 years ago trying to get some of this stuff out. Tekmetric used a combination of manual processes and text messaging. Text messaging was pretty popular back then, but MMS or multimedia messaging or picture messaging was not so popular.

So adding that in the mix with communications and whatnot into one platform has been very paramount to the success of our company because it closes the loop between the vehicle owner, the shop owner, the technician, and the service writer.

It keeps everybody on the same platform and communications thread. That way everybody has full visibility into what's going on with the repair of that vehicle to ensure a timely repair—ultimately making the customer happy.

Scaling Your Auto Repair Business With Real-Time Reports

March 24, 2022

Read time: 3 min

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Prasanth Chilukuri understands the challenges that shop owners face each day with gaps in their efficiency and margins, which is why he co-founded Tekmetric with Sunil Patel in 2016.

Vehicle Service Pros published some of Prasanth’s tips for strategically growing an auto repair business with a shop management system like Tekmetric.

You can access his full piece here, or check out some of the highlights below.

Balance Is Key to Making Better-Informed Business Decisions

Shop owners make countless daily decisions that affect their customers, their team, and their business.

Making good business decisions is essential to keeping everyone happy and keeping the lights on in the shop, but how do you know what the right decision is?

According to Prasanth, the key to any successful business is finding the right balance between soft skills like intuition or relationship-building and hard skills like data analysis.

Both types of skills are important, but knowing when to employ each one is the trick to making better-informed decisions and growing your business.

Intuition is useful when shop owners have to make split-second decisions and often goes hand in hand with interpersonal skills. The auto repair industry isn’t just about cars, after all; it’s about people, too.

By learning how to pick up on cues and anticipate the needs of customers, employees, and vendors, shop owners can foster long-lasting relationships that grow alongside their business.

Of course, there’s only one way to know whether your shop is truly turning a profit: look at the numbers and analyze the results. Data can support any hunches you have about the health of your business, for better or for worse, so you can plan accordingly.

But if your shop is still tied to manual methods, gathering key information about parts usage and labor costs is probably not easy or convenient.

Why Manual Methods Just Can’t Keep Up

A shop management system might not be able to make business decisions for you, but it can help shop owners make sense of their key metrics and data. According to Prasanth, looking at the cold, hard facts is essential to boost the efficiency and profitability of the shop.

The science of data might seem contrary to the art of intuition at first, but they’re more related than you might think. As Prasanth describes, data can add support to a shop owner’s intuition or observations and reveal key information that can’t necessarily be gathered from conversations with customers and employees.

Unfortunately, trying to sort through the shop’s data by hand can be exhausting and often means missing family dinners to crunch the numbers after hours. And manually calculating daily, weekly, or monthly metrics can quickly become a headache with much larger room for human error.

Without real-time reporting tools, inventory counts and gross profit can’t necessarily be trusted and will always provide an out-of-date view of your business at best.

Being tied to manual processes for data collection also means being tied to the shop and losing out on valuable face-to-face time with the customers supporting the business.

As a result, shop owners are often left making the difficult decision between nurturing their intuition and building relationships, or focusing on the data and shop profitability when both are essential to the long-term success of the business. With Tekmetric, you can do both.

Get the Full Picture With Tekmetric

Tekmetric is a shop management system that comes fully equipped with business reporting tools within a repair orders software suite.

Tekmetric tracks key performance indicators like employee efficiency, parts usage, and profitability ‘round the clock so shop owners can focus on the more high-level aspects of their business.

Real-time reports are always available with numbers that are already calculated and organized.

A bird’s eye view of the shop gives shop owners the power to tailor their business plan and strategy by:

  • Adjusting parts and labor matrices to maximize margins
  • Extending or removing a running promotion
  • Deciding to add more people to the team
  • Knowing when it’s the right time to expand the business with new bays or by opening a new location

Transforming the Shop Owner Experience with the Right Tools

March 24, 2022

Read time: 3 min

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As a shop owner, you have the ability to tune into your shop’s performance metrics, employees’ bandwidth, and overall profit margins with a few clicks.

Lucas Underwood and David Roman, hosts of the ASOG podcast, recently sat down with Tekmetric CEO Sunil Patel at the Vision Hi-Tech Training and Expo in Kansas City, Kansas.

Sunil shared some key insights into facing challenges, embracing change, streamlining processes, prioritizing customers, and the power of “always starting with why.”

Note: the following answers have been condensed for clarity.

On Facing Challenges and Handling Stress

ASOG: We spoke with PJ Leslie (Tekmetric’s Business Development Director) recently, and he was talking to us about your ability to take anything that comes your way and overcome it.

PJ shared with us that no matter the circumstance, you’re always able to say, “We’re going to get through this, and we’re going to make something from it.”

You created an amazing thing despite the adversity that you’ve faced. How were you able to do that?

Patel: My wife and I went through some hard times with our daughter, Brianna, about a year ago.

And what I told my wife during that time was, “You know what? I’m ready to face this challenge.

We’re going to find the best doctor we can find and the best solution for her. And Brianna will live life one day at a time.

We’re not going to think about the future, we’re going to live life today.”

Since that day it’s been almost ten months and everything has been great. She’s doing beautifully.

A key component to handling stress is delegation.

You’ve got to let go of some of your responsibilities no matter how unnerving it is. Remind yourself that you can continue to keep your momentum on your shop, business, and goals by delegating.

That’s why you have a team—so you can tackle and conquer each task that comes your way.

On Embracing Change and Switching Gears

ASOG: You’ve gone from being a physician to a police officer to an auto repair shop owner, and now you’re the co-founder and CEO of Tekmetric. What made you want to go from physician to shop owner?

Was there a rock bottom for you? Was there a point where you decided, “I don’t want to be a physician any longer?”

Patel: I was fortunate that I never hit rock bottom. I’ve always tried to live in the moment. And I’m always intrigued by learning new things. With that being said, it took me going from industry to industry to learn the skills that helped form Tekmetric.

Let’s say you set a goal for yourself to go to the gym more often.

Now, if you don’t want to go to the gym, then you will keep training your mind to make sure that gym is just not your thing. It’s not until you have a breakthrough that you are able to change your mindset.

You have to train your reticular activating system (RAS), a network of nerve pathways located in the brain stem that mediates overall behavior, so that going to the gym becomes a positive activity.

Along with reminding yourself that you want to go to the gym, write down when you want to make the change and why.

Let’s say this is your goal, 'In March 2023, I will feel great, I will look great, my clothes will fit me better, and I can hear my family and friends saying ‘You’ve done a fantastic job.'

You have to recognize and reframe each limiting belief that is preventing you from achieving your end goal. An example of a limiting belief would be something along the lines of, "Ah, I’ve had a long day, I can just go to the gym tomorrow.' You have to reframe it to, 'I’ve had a long day, time to finish strong with a trip to the gym.'

You have to be very intentional. You truly have to want to reach the finish line.

This concept goes for shop owners, too. If you’re wanting to expand your shop, you’ll need to change the way you’re running your business. You can do that with shop management software.

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Tekmetric Makes Top CEO List

March 17, 2022

Read time: 3 min

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Tekmetric is pleased to announce that our co-founder Sunil Patel has been selected by Houston Business Journal as one of Houston’s Fifty Most Admired CEOs of 2020.

“I want to thank Houston Business Journal’s Publisher Bob Charlet, Editor-in-Chief Giselle Greenwood, and the entire HBJ staff for including me on this year’s list,” says Sunil.

Most of all, I want to thank my awesome team at Tekmetric. A CEO can’t be successful without the feedback and support of their team. Our team works hard every day to meet the needs of thousands of shop owners across North America. Our mission is to empower shop owners to make their business successful for them, their teams, and their guests. Shop owners deserve to be admired CEOs, too.

Visit Houston Business Journal to see a full list of 2020’s Most Admired CEO Finalists