If you own or manage an auto repair shop, you know that keeping your bays full and your phone ringing isn’t always easy. Some weeks, the phones buzz nonstop; other weeks, it’s quiet enough to hear a wrench drop.
With the number of auto repair shops growing steadily every year, there’s more competition in local markets than ever before. Moreover, the average age of U.S. vehicles continues to rise, and with that increase comes the need for automotive repairs and maintenance. To capture your share of drivers, you can’t sit idly by and wait for customers to return; you need to be proactive about earning and keeping their business.
The good news is that auto repair shop email marketing can make lead generation, outreach, and relationship building much easier than ever before. Done right, it helps you stay connected with current customers and bring in new ones. Let’s look at seven simple email marketing strategies to keep your shop top of mind when the next oil change, brake job, or inspection rolls around.
Why Email Marketing Works for Auto Repair Shops
Email remains one of the most effective tools local businesses have at their disposal. Research shows it averages a return of $36 for every $1 spent, making it one of the highest-ROI marketing strategies available.
For auto repair shops, email marketing is especially useful because:
- You can be proactive. Most people don’t think about their mechanic until something goes wrong. With email marketing, you can make sure they remember your name when they need repairs or routine maintenance.
- You already have a list of past customers to contact. Whether it’s special offers, service reminders, review requests, or follow-ups, you can always stay in touch even when customers don’t have appointments scheduled.
- If you don’t reach out, your competitors will. Email helps you get ahead of the curve — before they Google a competitor.
With consistent effort, you can stand out in your area and keep customers coming through your doors. Let’s explore seven proven automotive email marketing strategies to help your shop grow.
1. Send Routine Service Reminders
Nobody loves surprise car trouble. With automated service reminders, you can help customers stay on track with maintenance schedules. Use your email list to subtly nudge your customers about oil changes, tire rotations, brake inspections, and seasonal tune-ups. With Townsquare Interactive’s automated email marketing tools, you can send these reminders automatically, so customers get reminders without you lifting a finger.
2. Offer Promotions and Discounts
Everyone loves a deal, especially when it involves saving money on something necessary like car service. Try emailing your customers with promotional discounts, whether it’s a holiday weekend, anniversary event, or “just because,” with offers for:
- 10% off an oil change this month
- A free tire rotation with any brake service
- Seasonal specials (e.g., summer AC checks or winter tires)
Make the offer time-sensitive to create urgency. Remember to track how many people redeem your emails, so you know what’s working.
3. Ask for Reviews After Service
Some 96% of people read online reviews. That’s especially true when people are seeking local businesses like auto repair and service shops. When you combine auto repair email marketing with requests for feedback, you can ask customers about their experience and potentially boost your positive online reviews.
Right after a completed service, send an email asking how the visit went and include a link to your Google Business Profile. Keep it short and friendly, something like: “Thanks for stopping by, Mark! If you had a good experience, would you mind leaving us a quick review? It helps other drivers find us.”
Both your review count and star ratings can help you rank higher in local search. Even a handful of 5-star reviews can help you stand out and bring in more calls.
4. Run Refer-a-Friend Campaigns
Word of mouth still matters, but email marketing for auto repair can help you amplify it. Encourage loyal customers to refer a friend by offering something in return. For example:
- “Refer a friend and get 20% off your next visit.”
- “Send a friend our way, and both of you get a free alignment check.”
- “Send a $25 service credit to a friend, and keep one for yourself.”
Add a short paragraph about how much referrals mean to your business. Don’t forget to include an easy link or code they can forward to friends!
5. Share Helpful Car Tips or Seasonal Advice
Not every email has to push a sale. Sharing helpful tips in a newsletter-style email can position you as a trusted expert.
Topics could include:
- “5 warning signs your battery is about to fail”
- “Why tire pressure matters as temperatures change”
- “How to prep your car for a road trip”
A quick monthly or bimonthly email keeps your name fresh in customers’ minds. When their car makes an odd noise, guess who they’ll call?
6. Add a Personal Touch
A little personalization goes a long way — in fact, customers have come to expect it. Research suggests that firms can expect a 40% increase in revenue from personalized marketing, making customers more willing to pay and enhancing their attitudes toward brands.
With customer relationship management (CRM) software like Townsquare Interactive’s, you can track customers’ birthdays, milestones, and preferences. Then, use automated emails to send quick notes combined with tempting offers, such as:
- “Happy Birthday from [Your Shop Name]! Enjoy 10% off your next visit.”
- “Congrats on your 5th visit! Here’s 15% off a tire rotation to thank you for your business.”
- “We’ve stocked the kitchen with your favorite coffee! Book your next appointment, and come by for a cup.”
These small gestures build loyalty and goodwill. It’s not just about adding customers’ names to emails, but rather building customer relationships.
7. Follow Up After Major Repairs
Did a customer just have a major repair done, like a new transmission or engine work? Send a follow-up a week later. Ask if everything is running smoothly, and invite them to call your shop with any concerns. It shows you care, reduces anxiety, and reminds them you’re available — even after the work is done and paid for. Bonus tip: Include a link to your review page in the same email.
A Marketing Engine That Runs on Autopilot
If you’re thinking, “Auto repair shop email marketing sounds great, but I don’t have time for it,” we hear you. That’s exactly why Townsquare Interactive created its business management platform. It includes ready-to-use automated email marketing templates built specifically for local auto shops like yours. Use it to:
- Schedule service reminders
- Send promotions or seasonal campaigns
- Automate review requests
- Monitor open rates and clicks
It also integrates with CRM tools, invoicing and billing, and online booking software to help you manage customer relationships and appointments in one place.
Whether you’re looking to improve retention, increase repeat business, or simply get more 5-star reviews, email marketing is one of the easiest and most effective tools you can use. Best of all, you don’t have to do it alone. With Townsquare Interactive’s automated email and SMS platform, you can set up campaigns once and let them run in the background, freeing you up to focus on fixing cars, not fiddling with templates.
Want to see how it works? Schedule a demo and discover how easy it is to get started with auto repair shop email marketing.