Email marketing is one of the most practical and cost-effective tools dealerships can use to re-engage customers and increase service by appointments. With open rates for automotive emails averaging around 22.1%, according to Mailchimp, reconnecting with existing customers is a real opportunity. But a basic newsletter won’t cut it. A solid email strategy needs to be timely, relevant, and personalized. When done right, email campaigns help service departments stay in touch with their audience, strengthen loyalty, and keep a steady flow of return business.
Automated Service Reminders: Keep It Timely
One of the easiest ways to stay on a customer’s radar is by sending automated service reminders. These messages are based on mileage, time since their last appointment, or scheduled maintenance intervals. Reaching out before they start thinking about service helps keep them coming to you instead of someone else. A reminder email with a direct link to book service makes it easy to act. You can make them even more effective by adding the customer’s vehicle model and last visit date. Sending these a week or two ahead of time often leads to more bookings.
Follow-Up Emails: Build Trust Post-Service
After a customer visit, a quick follow-up email goes a long way. A thank-you message, along with a quick survey or review request, lets them know their visit mattered. It also gives you insight into what went well and where you can improve. You can also use this message to recommend future maintenance or share helpful car care info. This keeps customers from waiting until something breaks to come back.
Win-Back Campaigns: Reconnect With Inactive Customers
Every shop has customers who haven’t returned in a while. A win-back campaign is your chance to reach them. These emails work best with subject lines like “We Miss You” or “Here’s a Reason to Come Back”—paired with a limited-time offer. These emails have about a 12% open rate. Even if only a few people respond, it’s still revenue you’d otherwise miss. You can segment these emails based on how long it’s been since their last visit and customize the message to match.
Promotional Offers: Drive Action with Incentives
Promotions and discounts still work. From a discount on an oil change to a seasonal checkup bundle, a well-timed deal can bring customers in. Match your promotions to the calendar—like offering winter tire checks in the fall or A/C inspections before summer. Try different discount styles, like dollars off versus percentages off, and track what gets the most clicks and appointments.
Educational Content: Keep Your Shop Top of Mind
Not every email needs to be a sales pitch. Sharing car care tips or explaining how a brake inspection works helps position your shop as the go-to source for vehicle advice. Customers who feel informed are more likely to trust your recommendations. You can also talk about why OEM parts matter or introduce your team of technicians. These types of emails help people feel more connected to your business.
Personalized Recommendations: Use Their History Wisely
Use the service records you already have to tailor your emails. Saying, “Your battery was replaced three years ago—need us to check it?” feels much more helpful than a general reminder. Personal messages get more clicks and more appointments. Tools like Mailchimp or HubSpot can auto-fill personal info and send messages that match each customer’s vehicle and service needs. You can even create small service packages based on common maintenance needs or vehicle age.
Referral Requests: Turn Happy Customers Into Promoters
If you’ve got loyal customers, use that to your advantage. A referral email that offers a free oil change or small discount can get people talking. Add in a simple form and share tools to make it easy. Mention how others have benefited to add credibility. A fresh referral campaign every few months keeps the idea fresh without overwhelming your contacts.
Seasonal Campaigns: Align With the Calendar
Many customers don’t plan ahead when it comes to service. That’s why seasonal reminders matter. Ahead of spring break or before the first snow, send emails that recommend key safety checks. These types of emails are great for promoting bundled services—like “Spring Car Care Package” or “Ready-for-Winter Inspection.” The easier you make it for people to see why they should visit, the more likely they’ll act.
Keep It Mobile-Friendly and Actionable
Most people check email on their phones, so your emails need to look good and load fast. Over 41% of email opens happen on mobile. Make sure buttons are big enough to tap and links go straight to mobile-ready booking pages. Use features like click-to-call, wallet coupons, or calendar add-ons to remove roadblocks. Simpler is better when you want quick results from mobile users.
Test, Track, and Improve
Guessing rarely works in email marketing. A/B test your subject lines, images, and CTA buttons. Watch how your audience responds—look at open rates, click-throughs, and how many people actually book appointments. Use tools like Constant Contact or ActiveCampaign to visualize performance and adjust your approach. Setting clear goals and checking in regularly helps you stay in sync with what your audience really wants.
Bring Customers Back with Smart Email Strategy
The key to email success lies in quality over quantity. Campaigns that are helpful, timely, and easy to act on are the ones that get results. With reminders, special offers, how-to tips, and a personal touch, you can turn emails into steady business. Schedule a discovery call with our team at Star Performance Marketing to see how we can help your dealership craft email campaigns that fill your service bays consistently.
