Marketing and advertising insights for automotive suppliers

Email: Still a Great Marketing Tactic for Your Automotive OEM Supplier Brand

Email: Still a Great Marketing Tactic for Your Automotive OEM Supplier Brand

And now, seven ways to make your email program more effective.

LinkedIn, Twitter, YouTube and Facebook have become effective marketing channels for automotive OEM supplier brands, certainly.

But when it comes to connecting electronically with the very best of your prospective customers, email is still a great way to go.

(Huge disclaimer: You can do all of the things I espouse below but if your emails aren’t well-designed and well-written, they won’t be as effective as they could be. What you say, how you say it, how your emails look, how closely they uphold your brand standards…it all matters.)

And here are seven reasons why email is so very worth the effort:

1. Email makes money.

For every $1 spent on email marketing $44 is made in return, according to a study by Campaign Monitor.

Emails are engaging.

Lots of useful information and links can be included in an email. And you don’t need to be a retail store with a 60% clearance sale to get results. Click-through rates are nearly 50% higher for B2B email campaigns than B2C email campaigns.

Emails can be personalized.

Personalization is a good thing. I, for one, am more likely to engage when I’m greeted with “Hello, Ernie” as opposed to “Hello” or nothing at all. It takes more work to personalize your emails but it can pay off.

Emails can be segmented.

Different emails can be sent to different groups, based on what you learn from your previous emails. Who opened them? Who clicked on links? Which links did they click? How long did they watch the video?

Emails can be tested.

Calls-to-action, copy length and content can all be tested, evaluated and refined. You’ll find out what works and, as importantly, what doesn’t. The numbers don’t lie. They’ll tell you what to do and what not to do.

People are used to getting email.

It’s a familiar medium to many. In your emails, you can include an offer, invitation, or some other useful content. They can easily be made less hard-sell and more value.

Email is still immensely popular.

It remains the most widely used electronic media. Many people check email first thing in the morning and before they go to bed, plus countless times in between.

Email remains the preferred way to receive promotional messages.

(More disclaimer: Emails are a great way to strengthen your overall brand. The same brand fundamentals – consistent use of logo, corporate colors, typography, and, most importantly, brand messaging – should be applied. You’re in 100% control of your email content, both visually and verbally. Make sure you control it in your automotive OEM supplier brand’s favor. Now email confidently.)

Digital Marketing

Ernie Perich

As the owner and creative director of Perich Advertising + Design for more than 30 years, Ernie knows a thing or two about automotive marketing. He combines brand strategy with smart creative to help automotive suppliers strike a nerve. Contact

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