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How To Create A Great Email Marketing Campaign

Feature   |   Posted: 03/31/2021
Posted by: Motorhead Digital

By the end of this useful guide you’ll know all the tips, techniques, and best practice to create an amazing email marketing campaign for your shop.

By Barry Alt

With billions of emails being sent out every day you’d better hope your own email campaign is standing out and getting those clicks. If it’s not then you’ve got some work to do!

With so much competition out there, it’s important to learn how to do email marketing the right way.

So, is your current email marketing working? Do you know how to run a successful email marketing campaign?

By the end of this useful guide you’ll know all the tips, techniques, and best practice to create an amazing email marketing campaign for your shop.

The elements of a successful email marketing campaign

     1. A targeted email list

The most successful email marketing campaigns start off with an email list full of high-quality leads. The best way to build up this sort of list is by converting people already interested in your services into email subscribers.

You can convert your website visitors into subscribers by enticing them in with an incentive for signing up. For example, you could offer them free downloadable content like a free guide, access to an exclusive webinar, or a series of how-to videos.

Visitors tend to have a very short attention span, so it’s important to grab their attention and get them to sign up as quickly as possible.

If you can’t get them to sign up by filling in your form, another great way to get their contact info is with exit intent pop-ups.

The way exit intent pop-ups work is as soon as your user goes to exit your website a pop-up will appear detailing your enticing free content in exchange for them signing up or subscribing to your email marketing.

If you’re attending industry events, make sure to collect people’s contact details when they visit your booth and follow up with them afterwards with an enticing offer in your email newsletter.

     2. Clear goals

Once you’ve got your list up and running, it’s always good to set out clear goals for yourself – no matter what you’re trying to accomplish. If you want to create a campaign that works, setting out clear goals really helps – that way you know if you’re achieving results that actually matter to you.

Common goals for email marketing campaigns for auto shops include:

  • Increasing your shop’s average repair order
  • Filling your appointment calendar
  • Re-engaging customers who haven’t interacted with you in awhile
  • Increase bookings for a specific service
  • Introduce a loyalty program

     3. An understanding of the different types of emails

Understanding the different types of emails that are sent for email marketing campaigns is essential to figuring out what you should email to your subscribers.

There are three main types of emails sent in marketing campaigns, and they’re sent with different intentions/goals in mind:

1. Promotional emails

These emails talk about special offers, deals, and are all about self-promotion. Their goal is to get someone to spend money with you.

2.Relational emails

These emails are generally weekly newsletters/updates that provide your subscriber with relevant news about your company/industry. The goal with these emails is to build a relationship with your readers – people buy from/hire companies they feel connected to on a personal level.

3. Transactional emails

Transactional emails are emails triggered by an action your subscriber took on your site.

For example:

  • Subscriber signup confirmation emails
  • Welcome emails
  • Order or purchase confirmation emails

Although transactional, they do provide a great chance to work on injecting your own personal brand into a direct line of communication with a potential future client.

     4. Email marketing tools to make your job easier

Email marketing tools help you streamline the creation and sending of email campaigns.

They have features like:

  • Templates to make your emails easy to create (and replicate)
  • Integration with your website CMS, accounting software, or booking system
  • The ability to segment and target your audience
  • In-depth analytics on how your campaign is running
  • Automation for sending emails/replying to emails

Some great email marketing tools include:

  • Mailchimp
  • Drip
  • GetResponse
  • AWeber
  • ConvertKit
  • Constant Contact

    5. A clear plan for your email campaign

As soon as you’ve got your subscriber list all sorted and your goals clearly mapped out it’s time to sit down and plan out your emails.

Here’s an outline you can follow when coming up with your emails:

  • Type of email
  • Rough content idea
  • The main action you want subscribers to take

When creating your emails you want to make them timely, relevant, and valuable to your subscriber…

Please head on over to the Motorhead Digital Blog for the rest of this article.

Barry is the founder of Motorhead Digital, providing signature Marketing Maximizer™ programs specifically developed for auto restoration, performance and restyling shops. These programs are geared towards customer acquisition and conversion to keep those project bookings coming. With over 23 years of experience in digital marketing and web development, Barry’s goal is to help clients market and grow their shops through strategic marketing practices. You can reach him at (585) or online at


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