LOS ANGELES -- Promoting service bay specials by e-mail has become a powerful alternative to direct mail and phone calls for Roseville Toyota near Sacramento, Calif.
Dominic Campanelli, the dealership's service director, said e-mail marketing has become his customers' preferred form of communication. The dealership has a database of about 15,000 e-mail addresses of customers, up from about 7,500 when Roseville Toyota began its e-mail service bay marketing in the fall of 2009.
The service department sends them a monthly e-mail newsletter, along with service-appointment reminders and appointment follow-up e-mails. In the e-mails are service coupons and a link to an online system to schedule a service appointment.
Campanelli said appointments through the newsletter trickled in at first but have grown.
"When I first started this around September 2009, we started out slow, getting maybe 20 or 30 requests for appointments online" per month, he says. "Now I'm seeing as many as 200 appointments made online per month."
In May, the dealership completed 210 service appointments that were made through e-mail marketing. Those appointments generated about $34,000 in parts and labor revenue for Roseville Toyota, with a small percentage of no-shows, Campanelli said.