While COVID-19 presents an unprecedented challenge to our industry, dealer website traffic remains relatively steady, giving those who triple down on communication and customer service during this time an opportunity to still serve customers and come out stronger than ever on the other end.
While opening up the lines of communication with Conversations™ on your website, via social media or through SMS text is a best practice — it’s also important to remember that good ol’ fashioned email is still a powerful tool to keep your customers engaged with your dealership and up to date on how your operations are adapting to meet the demands of the shelter in place consumer.
As a part of our Here to Help initiative, our marketing team has created a series of email templates that you can quickly import into your CRM so you can launch a campaign to your database of customers keeping them appraised of how your dealership can still help them with all of their service and sales needs.
Below are the email templates that are available, along with a briefing of how they can be used. If you see one you’d like to use for your dealership, simply click the provided link and you can download a .zip file containing the copy and graphic assets needed to build your campaign.
Please note that these campaigns are designed to be edited and tailored to meet the specific needs of your dealership. We did the hard part, you just fill in the blanks as needed 🙂
CAMPAIGN 1: PREVENTATIVE MEASURES TO ENSURE YOUR HEALTH & SAFETY
If your dealership is open in any capacity, even if it’s not open for people to visit in person, it’s a good idea to impart to your customers the daily steps that are being taken to ensure that your facility remains a safe and healthy environment.
In this email template, we’re providing:
- A header image.
- An introductory paragraph.
- A list of the preventative measures outlined by the Centers for Disease Control and Prevention (CDC).
- A CTA to visit the COVID-19 landing page on your website for more information.
- A space to enter your dealership’s contact information.
CAMPAIGN 2: VIRTUAL APPOINTMENTS
Even though you can’t meet your customers in person right now, that doesn’t mean you can’t connect with your customers face-to-face with technology. Use this email template to let your customers know that you’d be happy to virtually show them a vehicle they’re interested in before taking the next step of setting up a test drive at your place or theirs.
In this email template, we’re providing:
- A descriptive header image.
- An introductory paragraph.
- Copy on what a virtual appointment is, how it works and how to set it up.
- A CTA to schedule an appointment from your website.
- A space to enter your dealership’s contact information.
#ProTip: Conversationsâ„¢ users can program the CTA to open up a chat on your website to schedule the appointment instead of taking a recipient to a landing page to fill out a form.
CAMPAIGN 3: ONLINE CAR BUYING IS HERE!
As more and more dealers are going all in on digital retailing during this time, you’ll want to keep your customers educated on how the new capabilities of your website can help someone buy a car from home. Whether you’re using Online Shopper™ or another tool, you can use this template to spread the word.
In this email template, we’re providing:
- A descriptive header image.
- An introductory paragraph.
- Copy on how users can get started with your digital retailing solution on your website.
- Optional video embed section.
- A primary CTA to ‘start shopping’ which will land a recipient on your VRP.
- A secondary CTA to ‘learn more’ which will land a recipient on a landing page with more info.
- A space to enter your dealership’s contact information.
CAMPAIGN 4: KNOCK, KNOCK…WHO’S THERE? A NEW CAR!
This email makes a great companion piece to the one above. While that email is focused on how a user can do most of the car buying process on your website, this email is all about letting them know how you’ll help them test drive their vehicle of choice at home and even be able to complete the purchase right from the comfort of their living room.
In this email template, we’ve providing:
- A descriptive header image.
- An introductory paragraph.
- A bulleted list of the benefits of home delivery and how it works.
- A primary CTA to ‘start shopping’ which will land a recipient on your VRP.
- A secondary CTA to ‘schedule a test drive’ which will land a recipient on a landing page where they can fill out a form to make that appointment.
- A space to enter your dealership’s contact information.
CAMPAIGN 5: SERVICE PICKUP AND DELIVERY
With restrictions in place that prevent customers in need of vehicle repair or service form coming to your dealership, many dealers have begun to offer pickup and delivery service. This email is designed to let your customers know how you can help them get their vehicle serviced safely and conveniently.
In this email template, we’re providing:
- A descriptive header image.
- An introductory paragraph.
- Copy on the benefits of pickup and delivery.
- A CTA to ‘schedule your pickup’ linked to your service scheduler page on your website.
- A space to enter your dealership’s contact information.
CAMPAIGN 6: EXPRESS SERVICE LANE OPEN
Depending on which state you’re located in, dealers with a drive-through express service lane may be able to remain operational as long as best practices for preventative measures and social distancing are followed. Use this email template to let your customers know that you’re still available to provide vehicle maintenance in a safe environment.
In this email template, we’re providing:
- A descriptive header image.
- An introductory paragraph.
- A bulleted list of services that are available in your express lane.
- Hours of operation for your express lane.
- A CTA to ‘Get Directions’.
- A space to enter your dealership’s contact information.
CAMPAIGN 7: VEHICLE SERVICE BY APPOINTMENT ONLY
Some states are allowing dealerships to service vehicles at their facility only if it’s scheduled by appointment, and proper preventative and social distancing measures are in place. If that’s what you’re doing at your dealership, you can use this email template to explain how you’re open and available to help meet the service or repair needs of your customers.
In this email template, we’re providing:
- A descriptive header image.
- An introductory paragraph.
- Copy describing the preventative measures that are in place within your service department.
- A CTA to ‘schedule an appointment’ linked to your service scheduler page on your website.
- A space to enter your dealership’s contact information.
CAMPAIGN 8: PARTS DELIVERED TO YOUR HOME
If your dealership has a retail parts counter, why not offer to deliver basic needed parts like wiper blades, floor mats, air filters and more to your customers who need a hand? By offering a simple and convenient service like parts delivery, you can continue to keep your customers engaged with your dealership and top of mind.
In this email template, we’re providing:
- A descriptive header image.
- An introductory paragraph.
- A bulleted list of parts that are available for delivery.
- A CTA to ‘Call Now’ to place your order.
- A secondary CTA to your Retail Parts landing page on your website (if available).
- A space to enter your dealership’s contact information.
WE’RE HERE TO HELP
We know it’s not business as usual right now, and trying to figure out how to communicate with your customers to let them know you’re available to assist them during this time can feel overwhelming.
Don’t worry, because we’re with you every step of the way. We know that if you’re there for your community when they need you most, you’ll be able to create life-long customers who’ll never forget how you helped them during this time. We’re all in this together, so let’s connect and get to work!
Need more assistance? Email us at: heretohelp@dealerinspire.com or Text us at: 630-454-1107
ADDITIONAL COVID-19 DEALER RESOURCES
