Maintaining consistent and meaningful engagement with potential customers is a persistent challenge for used car dealerships. Traditional marketing methods, like emails and phone calls, often fall short. Emails, for instance, have an average open rate of just 20%, leading to missed opportunities and stagnant sales. But there’s a solution that’s proven to be remarkably effective: SMS marketing.
Research shows that SMS marketing boasts an impressive 98% open rate, with 90% of messages read within three minutes of receipt. This immediacy and high engagement rate make SMS marketing a powerful tool for connecting with potential buyers quickly and effectively. To harness the full potential of SMS marketing, follow these best practices to ensure your messages are impactful and well-received.
1. Build a Quality Subscriber List
- Opt-in Compliance: Ensure subscribers have opted-in to receive messages from your dealership, complying with legal requirements like the Telephone Consumer Protection Act (TCPA).
- Multiple Channels: Collect phone numbers through website sign-ups, in-store promotions, and social media campaigns to create a robust list of engaged customers.
2. Personalize Your Messages
- Higher Engagement: Personalized messages deliver six times higher engagement rates compared to generic ones.
- Customer Details: Incorporate the customer’s name and reference their previous interactions or preferences. For example, if a customer has shown interest in SUVs, tailor messages to highlight new arrivals or special promotions on SUVs.
3. Keep It Concise
- Character Limit: SMS messages are limited to 160 characters, so keep your messages short and to the point.
- Clear CTA: Deliver a clear and compelling call-to-action. For instance, “Hi John, a 2020 Ford Mustang GT is now in stock. Visit us today for a test drive. Reply YES to schedule an appointment.”
4. Timing Is Key
- Optimal Times: Send messages between 10 AM and 8 PM to significantly increase engagement rates.
- Frequency Balance: Typically, sending one to two messages per week is a good starting point, but adjust based on customer feedback and engagement metrics.
5. Offer Exclusive Deals and Timely Updates
- Urgency and Action: Inform customers about limited-time service promotions, VIP events, or new arrivals. For example, “Exclusive VIP offer: Get $100 off oil changes this weekend only!” can motivate customers to visit your dealership sooner rather than later.
6. Ensure Clarity and Compliance
- Easy Opt-out: Include an easy opt-out option, such as “Reply STOP to unsubscribe,” to maintain trust and comply with regulations.
- Clear Messaging: Protect your dealership from potential legal issues and enhance credibility with clear, compliant messages.
7. Monitor and Analyze Performance
- Track Metrics: By tracking delivery rates, open rates, and conversion rates, you can refine your strategies and improve results.
- Adjust Strategies: If messages sent on certain days or times have higher engagement rates, adjust your scheduling accordingly.
8. Integrate SMS with Other Marketing Channels
- Cross-channel Integration: Use SMS to follow up on leads generated through email campaigns or social media, ensuring consistent messaging across all channels.
- Automation Tools: Leverage automation tools for appointment reminders, follow-ups, and post-purchase thank you notes, saving time and providing a personalized touch.
9. Encourage Customer Feedback
- Continuous Improvement: Send quick surveys via SMS after a test drive or purchase to understand customer satisfaction and identify any issues needing attention.
Summary
With unbeatable open rates and quick engagement, SMS marketing is the key to connecting with your customers. By building a quality subscriber list, personalizing messages, and keeping communications concise and timely, you can transform your dealership’s outreach and boost sales.
Want to learn more and get started?
Visit Selly Automotive to download your free guide and unlock the power of SMS marketing for your dealership.