Email marketing is one of the most powerful tools online businesses can use during big sales events. An effective email marketing strategy can help you generate new customers, turn them into repeat buyers, and garner brand loyalty that keeps them from going straight to your competitors.
For Black Friday weekend, it’s important to utilize and create effective email marketing campaigns. However, for many parts departments, this is new territory, and there’s a lot to cover. Where do you start?
Here are the top five email marketing tips that all dealerships should use to sell more OEM auto parts during Black Friday weekend.
Create Different Campaigns for Prospects and Customers
Every good marketing strategy markets products and services to two types of consumers: prospects and customers.
Prospects are people who have not yet purchased from your business. Customers are people who have made purchases from your business. Both are equally important to generating revenue during big sales events.
Black Friday has evolved from being a day of doorbuster deals to an essential event for shoppers across industries. For auto enthusiasts and car buyers, it presents a golden opportunity to snag significant discounts on vehicles, parts, and accessories. Whether you’re a dealership looking to maximize sales or a buyer seeking to make the most of seasonal deals, understanding the dynamics of Black Friday sales in the auto industry is key to ensuring success.
The Auto Industry and Black Friday: A Perfect Match
The auto industry has embraced Black Friday as a cornerstone sales event, offering buyers enticing deals on new vehicles, certified pre-owned cars, and a vast array of accessories. Traditionally, Black Friday has been synonymous with electronics and retail, but dealerships now see it as an opportunity to clear out inventory before the year’s end. Car buyers, in turn, get access to some of the best deals available all year.
The weeks leading up to Black Friday and the weekend itself are pivotal for the automotive sector, as many dealerships combine manufacturer incentives with their discounts, creating highly competitive offers. But to make the most of these opportunities, preparation is crucial.
Pre-Black Friday Preparations
Do Your Research
Before Black Friday, car buyers should thoroughly research the types of vehicles they are interested in purchasing. Compare makes, models, and features across different dealerships to find the best price. Black Friday deals often include flash sales, but many buyers miss out on the perfect deal because they are unprepared.
Look at customer reviews, safety ratings, fuel economy, and features like advanced driver assistance systems (ADAS) to narrow down your choices. Having this information at your fingertips helps you avoid rushed decisions. Additionally, understanding the market value of the vehicle you’re interested in will help you recognize when you’re truly getting a great deal.
Set a Budget
Black Friday deals can be tempting, but it’s vital to set a clear budget to avoid overspending. Whether you’re purchasing a new car, upgrading accessories, or investing in OEM parts, know what you’re willing to spend before the offers flood in. Keep in mind that dealerships may offer financing specials, such as low-interest rates or deferred payments, but it’s important to factor in the overall cost, not just the monthly payment.
Additionally, buyers looking for car parts and accessories can plan by identifying which items they need, such as winter tires, roof racks, or infotainment upgrades, and allocate a portion of their budget accordingly.
Monitor Early Discounts and Sign Up for Alerts
In recent years, dealerships have begun offering pre-Black Friday sales, sometimes weeks in advance. These early promotions are meant to attract buyers before the competition heats up on the actual day. Many dealerships offer exclusive deals to email subscribers or loyalty members, so it’s wise to sign up for newsletters and sales alerts. You may even find that some of the best deals are available before the main event.
Black Friday Auto Sales Strategies
Visit Dealerships Early
While online deals are becoming more prevalent, visiting a dealership in person can provide an advantage during Black Friday. Dealerships often run flash sales that aren’t advertised online, and sales personnel may have the flexibility to offer additional perks to close a deal. This could range from free add-ons like all-weather mats to extended warranties.
Arriving early at the dealership not only gives you access to a better selection but may also place you in a stronger negotiating position. Many dealers want to move as much inventory as possible before the year-end, and getting there first can ensure you don’t miss out on highly sought-after models.
Prioritize Limited-Time Offers
One of the hallmarks of Black Friday is time-sensitive deals, and this is especially true in the auto industry. Some discounts will only be available for a limited number of hours or while inventory lasts. Buyers must act swiftly when they identify a good deal, especially for popular models or accessories.
However, don’t rush into a purchase blindly. If you’re unsure, ask the dealer if they offer price protection or a return window. Many dealerships will allow a grace period after Black Friday if you’ve found a better deal elsewhere, providing some flexibility and peace of mind.
Leverage Manufacturer Incentives
Manufacturers often contribute to Black Friday deals by offering their incentives in addition to dealership discounts. These may include cash rebates, loyalty bonuses, or even zero-percent financing. Combining these offers can lead to substantial savings, but buyers must be aware of the fine print.
Manufacturer incentives often come with certain conditions, such as financing through a specific lender or trading in a vehicle. Ensure you meet the criteria to avoid any unpleasant surprises. Some incentives are also exclusive to certain regions, so check with your local dealership to understand what’s available.
Accessories and Parts: An Overlooked Opportunity
While much of the focus on Black Friday is on car sales, auto parts and accessories are another sector where savvy shoppers can find excellent deals. Whether you’re a DIY mechanic looking for OEM parts or simply need winter accessories like snow tires, Black Friday is the perfect time to stock up.
Upgrade Your Ride with Aftermarket Add-Ons
Auto enthusiasts who enjoy customizing their vehicles should take advantage of Black Friday to purchase aftermarket parts. From performance upgrades like exhaust systems to aesthetic modifications such as rims and spoilers, discounts can reach up to 50% during the sales event.
Be cautious, however, and ensure that the aftermarket parts you’re buying are compatible with your vehicle. Some dealers may also bundle free installation services during Black Friday, adding even more value to your purchase.
Maximize Savings with Maintenance Bundles
For those who aren’t necessarily looking to buy a new vehicle or accessories, Black Friday can also be an excellent time to purchase maintenance services at a discount. Many dealerships and independent repair shops offer bundled packages for oil changes, brake replacements, or tune-ups. These packages can be a cost-effective way to maintain your vehicle over the coming year.
Post-Black Friday Considerations
Double-Check the Fine Print
After making a Black Friday purchase, ensure that all the terms are clearly documented, especially if financing or manufacturer incentives were involved. If you’ve bought a vehicle, double-check the warranty coverage, maintenance agreements, and any added extras before driving off the lot.
Look for Cyber Monday Deals
For those who may miss out on Black Friday or prefer shopping online, Cyber Monday offers an extension of automotive deals. Many online retailers and even dealerships offer exclusive online discounts, which could include everything from discounted parts to car detailing services.
Conclusion
Black Friday has cemented itself as one of the most advantageous times of the year for car buyers and auto enthusiasts alike. With careful planning, research, and a keen eye on dealership offers, you can maximize your savings and drive away with a vehicle or auto products that meet your needs. The auto industry continues to embrace this retail phenomenon, providing more opportunities for consumers to save and for businesses to thrive.