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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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What to Know: Section 179 for Auto Repair Businesses

Read time: 3 min

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Legal Disclaimer: This article is written for informational purposes only and does not constitute professional financial advice. Please reference section179.org and a professional accountant for advice on financial planning and filing taxes.  

As 2020 comes to an end, you might be thinking about all of this year's expenses and wondering what you might be able to write off on your taxes. You may even be considering whether or not to make a big purchase, weighing the tax deductions you could get if you bought it this year versus next.

Is it worth buying that new lift before the year ends? Or should you put it off until 2021?

What is Section 179?

Section 179 of the IRS tax code allows business owners to write off the entire cost of a piece of equipment, renovations, or other assets in the first year instead of writing off an asset a little bit at a time over a five, seven, fifteen, or thirty-nine year period. To give an example, if a shop owner buys a new tire machine, they could either write off the taxes over a seven-year period, or they can use Section 179 to get the entire deduction in the first year.

What Type of Costs Qualify for Section 179?

  • Tangible business property, including machinery and equipment
  • Leasehold improvements
  • Computer software*

*Is Tekmetric Eligible for Section 179?

Generally speaking, off-the-shelf computer software that has been purchased outright is eligible for Section 179. Because Tekmetric is a web-based software and does not make users sign a contract, it is not eligible for section 179, but it does qualify for a standard tax deduction.

How to Measure the Value of Auto Repair Partnerships

Read time: 3 min

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Smart partnerships can change your business for the better. They can streamline processes, reduce costs, boost profits, bring your auto repair shop to a wider audience, and help you grow by leaps and bounds. On the other hand, not all partnerships are worth pursuing.

If your partnership is not a two-way street, you may be getting taken advantage of.

Generally, there are three types of partnership situations:

  1. Mutually beneficial: everybody wins
  2. Lopsided: One partner wins, the other loses
  3. Mutually harmful: Both partners are worse off

A mutually beneficial partnership is the only one worth pursuing and keeping. But sometimes it can be challenging to know exactly what kind of arrangement you might find yourself in with any given partnership. The best way to mitigate any risk of entering or staying in a harmful partnership is to consider all sides of the arrangement and assess the partnership as a whole.

To assess all aspects of your current partnerships, or to determine whether or not a partnership you’re considering will be mutually beneficial, Tekmetric has put together an Auto Repair Partnership Accountability Self Assessment.

Here's how to use this assessment:

The assessment questions are in bold text below. They are thought-provoking questions you may want to ask yourself about the partnership.

Below the questions, we included typical answers or responses you may have. Remember, some questions are more open-ended than others, so the answers might not always be a clear “yes” or “no”.

The "Guidance" section provides helpful tips and deeper thoughts to help you think through certain aspects of your partnership.

We hope these guiding questions help you grow your business and enter strong, sustainable relationships with accountable and trustworthy partners.

Partnership Self Assessment

1. What type of partnership are you assessing?

  • Shop Management System Vendor
  • Parts Supplier Program
  • Marketing Partner
  • Another shop
  • Non-profit
  • Investors / Finance
  • Legal Partner
  • Technology Partner
  • Other

Guidance: Assess the scope of your partnership. Some partnerships are limited, focusing on a very specific aspect of a product or service. Others, such as a merger or acquisition, can dramatically change your business.

Tek-Tip: Date before you marry.

If a partnership has the potential to be a major game-changer, take the time to enter it properly, form a stable foundation, and build it up from there. If you start on the same page with mutual trust, you can grow at a pace that is healthy for everyone.

If you don’t see the partnership growing beyond a limited scope, you may want to reassess the relationship and ask yourself whether or not it is worth it.

2. Is the partnership essential? If so, what makes it essential? Does it improve a process, help sell to customers, decrease workload, cut costs, bring needed financing, etc.?

Yes or No

Guidance: If the partnership is essential to your business, it’s that much more important to make sure it’s mutually beneficial. Otherwise, you may find yourself dependent on a partnership that may not always be there for you and need to pursue other options.

If the partnership isn’t essential, consider why you would keep the partnership or enter it in the first place.

If the partnership hinders your ability to do something essential, reevaluate how you can either adjust the relationship, end it, or replace it.

3. On a scale of 1 to 10, to what extent do you trust your potential partner? Does the partnership help address a weakness or enhance a strength?

1 = No Trust 10 = Full Trust

Guidance: You really should be able to mark a 10 without hesitation if at all possible. There’s no such thing as partial trust. Either your partner is committed to your success or they are not a good fit.

4. Does the partnership help address a weakness or enhance a strength?

Areas of strengths or weaknesses may include: Organization, speed, outreach, sales, cash flow, accounting, human resources, management, measurement, data analysis, process, network, assets, brand image, technical ability, ethics, revenue, lead generation, morale, product diversity, risk, etc.

Guidance: If the partnership helps you make up for a weakness or further bolsters a strength, then the partnership may be beneficial.

Tek-Tip: Keep an eye on your metrics!

Partnerships should grow your ARO, Car Count, GP$ and other essential bottom line statistics.

5. Are you free to choose your preferred tools and software under the partnership?

Yes or No

It’s important to not be limited by a partnership. If your partner is forcing you to use a specific tool that you don’t want to use or to buy something that you don’t need, the partnership may be parasitic and to the detriment of your business.

Tek-Tip: Negotiate, if needed.

You don’t have to accept a partnership offer at face value. If you’re offered something that looks good save for a limiting aspect or two, try asking for a compromise. A good partner will usually accommodate you.

6. How well does your partner communicate?

Consider all options below.

My partner is:

  • Proactive (reaches out to me before I have to call them)
  • Responsive when there is a problem or issue
  • Inquisitive and asks questions that clarify or help get to the bottom of a challenge
  • Thoughtful and honors my time
  • Flexible and willing to communicate on my preferred channels or adapt to my schedule.

Guidance: Communication is key to a healthy, mutually beneficial partnership. Clear, open communication builds trust, keeps projects on task, ensures completion of goals, and maximizes everybody’s strengths.

Tek-Tip: Set up a good process and cadence for communication.

Getting on the same page when it comes to when and how different stakeholders communicate can help unify all members of the partnership so that they can act as one single team.

Consider setting up:

  • Regular standing meetings
  • Preferred communication channels tailored to specific needs and goals
  • Project management systems and processes

7. Do you and your potential partner have shared goals related to customer success, innovation, growth, margins, etc.?

Think about your shared goals. It would be even better if you jot them down.

Guidance: You can only measure a goal if it is clearly outlined. For instance, "Increase customers per month by 30% in the next 12 months".

Tek-Tip: Use SMART goals.

Make sure your goals are Specific, Measurable, Achievable, Relevant, and Time-based.  (For more info, read Peter Druck’s "The Practice of Management").

8. Is your contract overly restrictive or overly lax?

What limitations are placed on your business due to the contract?

What parts of the contract seem too abstract, open-ended, or loose to protect you?

Guidance: Have your mentor, accountant, and/or lawyer look over the contract.

Tek-Tip: Get assurances.

An accountant or other financial partner should be able to look you in the eye and say they are confident that the partnership will make you money.

A legal partner should be able to look you in the eye and say that they would be confident defending from your side of the contract in court. Get their blessings before signing.

9. All things considered, do you feel like this partnership is mutually beneficial or benefits one partner more than the other?

Consider the following.

This partnership is:

  • Mutually beneficial
  • Disadvantageous for my business
  • Disadvantageous for my partner

Guidance: Your partnership should be mutually beneficial. If this assessment has called into question whether the partnership may be disadvantageous or hurt either you or your partner, it may be time for a serious conversation about altering or ending the relationship.

Summary

Be wise with your partnership choices. We’re always looking for ways to both help our partners and discover new capabilities through partnerships with other companies. Our partnerships have led us to offer shop owners more through integrations with marketing companies, parts suppliers, labor guides, and other trustworthy auto repair solutions.

To see some of our partners and integrations, check out our Integrations Page.

Are you looking for a shop management system partner? We’d love to work with you towards a mutually beneficial relationship with your auto repair shop business.

Racecars and Wrenches

Read time: 3 min

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Standing on the grid of the Indy 500 with 250,000 people around you and 33 cars on the grid—there’s nothing like it.

At the age of 13 I was working on semi-trucks. And when I turned 18, I opened up my first shop in the U.K. It was mobile; just me and a set of tools. 

In 1996, I got a call from Newport Beach, California that said “we need you to be a crew chief for the Indy Lights Team.” 

With no hesitation, I said yes. I was the crew chief for a two-car team for about a year. 

After moving from the U.K. to the U.S., I hopped around a bit. I lived in Oregon, Ohio, Indiana, and Michigan. I went from being a crew chief to replacing rear tires and fixing exotics. 

In 1999, I worked my first Indy 500 race. And let me tell you: standing on the grid of the Indy 500 with 250,000 people around you and 33 cars on the grid—there’s nothing like it. 

As you’re waiting for the car to drive up, your adrenaline will start pumping. Everyone is in their position, and you’re in charge of changing the outside rear tire.

Formula One guys can do it in 2 to 2.5 seconds because they have a group of 20 individuals, but when you’re the only one on a tire, and everyone’s counting on you, you do it in 5 to 7 seconds.

I remember they put a heart rate monitor on me when I was changing tires at the Long Beach Grand Prix. My heart rate went from 180 to 230 during that wheel change. 

Pilots N Paws®

Read time: 3 min

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Judi Haglin runs Haglin Automotive alongside her husband, Dana.

And whether they’re in the shop or out of the shop, they’re always looking for ways they can give back.

One of their favorite efforts is volunteering with Pilots N Paws®, a 501(c)(3) non-profit organization that rescues puppies by flying them to be adopted.

Over the years, they've saved over 200 puppies.

Judi: Dana got his private pilot license when he was in school.

And after we got married, we were looking at buying a second house. We decided to build our home in the hangar, and eventually Dana got his airplane.

Giving back to the community is extremely important to us. Through the years, we’ve donated several vehicles to Justice High School for the highest achiever, and each Spring have sponsored an Erie High School student to participate in the Hugh O’Brien Youth Leadership Camp.

Naturally, Dana started to look for additional volunteer opportunities. 

Sell More BG Products and Simplify Workflows With New Canned Jobs

Read time: 3 min

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Tekmetric is a huge improvement over a traditional paper process for sure. Estimates are easy to draft, orders are easy to create, and work flows easily through the platform as cars move through your shop.

That's because there’s always a better way! Canned jobs in Tekmetric are particularly powerful, saving service writers time by simplifying the process of building job estimates. Less clicks means more time to focus on the customer and offer amazing service while selling even more amazing BG Products.

When you have the right tool that helps simplify your work, why not use them? You wouldn’t use an open-ended wrench when a ratcheting socket wrench cuts the time in half and saves your knuckles.

In our effort to keep growing Tekmetric so running your shop is even easier, our latest update to canned jobs now includes even more canned jobs for BG Products and services right in Tekmetric. Just enable the canned jobs you want to use, and start selling even more BG services right away! 

What are canned jobs?

Canned jobs are pre-saved job templates in Tekmetric that include labor and parts associated with common repair work done.

Instead of recreating jobs you perform on a regular basis, shops can create as many canned-jobs as they like to build estimates in just seconds. Just apply the right canned job and you're ready to send for approval.

In fact, shops find canned jobs so helpful, one shop running on Tekmetric has created over 2,000 customer canned jobs, and even uses at least one canned job per RO. 

The value of canned jobs is clear: making it easier for repair teams to provide customers with the best of the best. 

Simple, efficient, and reliable processes lead to more completed work and happier customers. And as we know, happier customers leads to even more customer retention, and better customer retention increases shop profitability.

In essence, canned jobs can even help you pay for Tekmetric. The profit generated from saving time, closing more repair orders and selling better service can cover the cost of the platform, and then some. 

Just why are canned jobs so powerful for your shop? That's easy:

  • Make your jobs easier by simplifying your workflows for common repair orders into just a few clicks
  • Shorten the time it takes to operate, get estimates built and approved sooner and move cars faster.
  • BG Canned Jobs, using BG products in particular, enable your shop to offer more specialized service options for improved vehicle performance