How a newsletter helps you to attract more customers
Customer acquisition and retention are elementary areas of business planning for car washes. But as a service that is often consumed spontaneously, few car washes rely on newsletters for customer retention. How to improve this?
Every returning customer is even more important than a new customer. This is no different at a car wash. Returning customers and regulars are more loyal to ‘their’ car wash and are not as likely to switch to the competition.
But turning customers into returning customers seems to be a challenge at many car washes. Often, car wash operators work with a bonus program and free washes after the 10th visit. The car wash industry seems to prefer this discount model for many years. Though some entrepreneurs ask themselves: ‘can’t we do this digitally?’
Digital customer engagement
The car wash industry won’t survive on regular customers alone. To stay relevant in the market in the long run, car washes need to appeal to new generations of customers. These young folk are digital savvy and prefer digital communication. Social media presence is on the rise in the industry, but newsletters are still rare.
What’s your USP?
As a car wash, you want customers to switch from their regular car wash to yours. Direct customer approach works best for this. In marketing circles, you can best present your USP (‘Unique Selling Point’) when the customer is intensively engaged with a company.
The core of all promotional means must be to clearly formulate and convey the company’s own advantages. By sending regular newsletters, you remind customers of these advantages. Often, they are linked to direct purchase incentives.
Cheap marketing tool
Newsletters are among your least expensive marketing tools. You make them once a week (or month) and fill them with up-to-date information. You don’t have to worry about printing or advertising costs. In addition, newsletters appeal to customers with whom a company has already established a customer relationship.
In contrast to advertising in newspapers, posters or radio adverts, newsletters won’t cost you much. The target group is literally under your fingertips. And the closer a customer is already tied to your company, the higher the chance he or she will open and read your newsletter. Direct contact also allows customers to respond to a newsletter because they have a direct connection to you. You’ll receive instant and honest feedback.
Analyze the data!
Keep in mind though, simply sending out newsletters is only half the job. You should make an effort to analyze the data collected by newsletter tools. What works and what not? Check what links are clicked the most and how often a newsletter has been shared with other people. In that way, you will be able to improve your newsletter even further.