Increase your conversation rates with video emails

For some time, video has become the most popular medium when it comes to marketing. You only have to look at the most popular social media apps to see that video content is easy to consume, share and create. So, for automotive retailers, it is perfect for a world where a lot of people have short attention spans and also claim to have no time to spend getting the information they need.

Embracing video email marketing can provide a big competitive edge, allowing retailers to connect with potential buyers in a more immersive and personalised way. A report by HubSpot stated that 54% of consumers want to see video content from the brands they support. This preference for video is not surprising, given that videos are more engaging and easier to consume than text-based content. In the competitive landscape of car sales, where standing out from the crowd is crucial, video emails offer a unique opportunity to showcase vehicles, provide virtual tours – and create a memorable experience for potential buyers. 

Customer engagement

Attracting potential buyers is the cornerstone of any successful marketing campaign – and video emails can enhance customer engagement by providing dynamic and interactive content. Here are three ways to connect:

1) Tailor-made videos: personalisation is key to capturing the attention of potential buyers. Sending bespoke video messages that address the recipient by name and cater to their specific interests can create a strong connection. For example, if a customer has shown interest in a particular model, a video that highlights the vehicle’s features can be highly effective in piquing their curiosity and encouraging further exploration. 

2) A virtual experience: offering virtual test drives through video emails allows customers to experience a car without leaving their homes. This approach can be particularly appealing to busy individuals, those who prefer to minimise in-person interactions, or customers ordering online. A virtual test drive video can highlight the car’s performance, interior features, and overall driving experience, providing potential buyers with a comprehensive understanding of the vehicle. You can even merge a personalised video with OEM-approved test drive for an experience that is both polished and personal. 

3) Testimonials: including video testimonials from satisfied customers can build on two of the essential components of any successful sales strategy: trust and credibility. Potential buyers are more likely to be influenced by the positive experiences of others. These testimonials can be integrated into video emails to provide social proof and encourage conversions, as they offer a glimpse into the dealership’s commitment to customer satisfaction. 

Make marketing work

Auto retailer marketing has evolved and video is now a powerful tool that can enhance traditional marketing efforts. Want to leverage video emails in your marketing strategies? Here’s how: 

1) Spy before you buy: video emails can be used to showcase the latest products, highlighting new arrivals and special promotions. These showcase videos are extremely helpful for people who are “just looking” or about to trade in a vehicle, but aren’t sure what they want next. A visually appealing video that showcases the features and benefits of different models can drive buyers to visit the dealership for a closer look. 

2) Try before you buy: hosting events such as car launches, test drives, or special sales can attract potential buyers and generate excitement around the business. Sending video invitations via email can create a sense of anticipation and encourage attendance. The video can provide a sneak peek of what to expect at the event, making it more enticing for recipients. 

3) A friendly reminder: video emails can also be used as a genuine reason to remind customers about upcoming service appointments or maintenance needs. One survey in the US found that over 90% of car owners admit to putting off a maintenance task longer than they should, which is a lot. A friendly video message from the service team can reinforce the importance of regular maintenance – it not only fosters customer loyalty but can also tap into an often-underestimated source of revenue for your business. 

Best practice benefits

The financial rewards from video email marketing campaigns are self-explanatory – and often very fruitful. But it’s also important to follow best practices to ensure maximum impact and effectiveness. Here’s how to make the perfect video emails:

1) Short and sweet: as already mentioned, attention spans are limited – and getting shorter, so it’s important to keep video emails concise and engaging. Aim for videos that are no longer than 90 seconds. Focus on delivering the key message quickly and clearly, while still providing enough information to pique the recipient’s interest. 

2) Email with purpose: every video email should have a clear ‘call to action’ that guides the recipient on what to do next. Whether it’s scheduling a test drive, visiting the retailer, or contacting a sales representative, the CTA should be prominently displayed and easy to follow. Write the right CTA and you’ve got more chance of a conversation further down the line. 

3) Think mobile: These days, people do pretty much everything on their handheld devices – including check emails. So make sure your videos are designed to be viewed on a smartphone or tablet, with fast loading times and responsive design. This will ensure a seamless experience for all recipients, regardless of the device they use – and also prevent frustration or disengagement due to technical issues. 

Part of the process

Incorporating video emails into car sales techniques can provide a competitive edge and enhance the overall customer experience. Here are some ways to blend the two elements together:

1) Offer a second chance: after an initial inquiry or visit to the retailer, sending a follow-up video email can keep the conversation going and maintain momentum. A personalised video message from the sales representative can address any questions or concerns the customer may have and encourage them to take the next step in the buying process. 

2) Finance focus: financing can be a complex topic for many buyers – and understanding the various options can be daunting. Video emails can be used to explain financing options in a clear and concise manner. This can help demystify the process and make it easier for customers to understand their options, ultimately increasing their confidence and willingness to move forward with a purchase. 

3) Deals to be done: video emails are an excellent way to highlight special offers and promotions. A visually appealing video showing the benefits of a limited-time offer can create a sense of urgency and encourage recipients to act. By presenting the offer in an engaging and compelling manner, car dealers can increase the likelihood of conversions and drive more sales.