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How To Get The Most Out Of Email Marketing For Your Auto Performance Shop

Barry Alt • January 31, 2020

Email marketing can be an incredibly effective tool when used right. When optimized correctly, it can help you connect with your customers wherever they are, whenever you want to.

Get the most out of email marketing for auto performance shop
If you’re reading this, you’re probably concerned about your email marketing’s effectiveness. Maybe your customers aren’t clicking your links? Maybe leads aren’t being generated from your email marketing, rendering it pretty useless right now. 

Email marketing can be an incredibly effective tool when used right. When optimized correctly, it can help you connect with your customers wherever they are, whenever you want to. 

So, how do you go about improving your email marketing to see a clear return on your investment? In this blog, we’re going to give you some tips and techniques to get the most out of your email marketing for your auto performance shop.

How to improve your email marketing campaigns

Personalize Each Email

Take a moment and think about how many promotional emails or ‘spam’ emails you receive in your inbox each morning. These emails get a bit repetitive and annoying, to say the least, and you don’t want your emails to be lumped in with them. 

If your company sends out generic emails, just like every other business out there, then the reader is more than likely going to hit delete before getting past the first two sentences. Hey, they might not even open them to begin with. 

Opening your email with a greeting and your customer’s first name will make them feel like it was written just for them and creating a sense of trust between you - which leads to an easier sale. 

Get The Timing Right 

One of the worst things you can do when it comes to deploying your email marketing is sending them out at the wrong time. Usually, there’s a bit of trial and error when it comes to finding the appropriate time and day to send your emails, as every business is different.

If you’re not getting a great open rate and haven’t tried different sending times, it’s time to start experimenting with your mailing list. By trying different sending times, you can establish when your audience opens and interacts with your emails the most. 

Have A Clear Call To Action In The Email

If your call to action (CTA) in your email isn’t clear or doesn’t make sense, then you’re going to find your email marketing doing little to nothing. Your audience doesn’t have the time or patience to read through a long email waiting for you to tell them what it is you want them to do. 

A clear CTA in your email lets them what the email is about and what they need to do with it. 

Keep your CTA text simple and easy to read - and avoid the generic ‘click here’. Your CTA should be relevant to the content of the email and encourage your reader to take up your special offer, book in for that service or buy that new product.
 
How to get people on your email list

Now that we’ve gone through some of the basics in improving your email marketing it’s time to figure out how you’re going to go about getting that email list full. There are a few ways you can go about this but here are some of the most popular ways.

Opt-In Forms

Placing opt-in forms strategically around your website is an excellent way to turn visitors into subscribers. These forms are usually placed after pieces of content that make your visitors want to know more about your company, like:
  • Engaging blog posts
  • On your website’s footer
  • Within the body of an interesting article
  • On your about page
  • On your list of services page
Social Media Opt-Ins

Social media is one of the most popular ways to advertise competitions and giveaways - which are a sure way to get more subscribers onto your email series. 

If you offer incentives like freebies, vouchers or discounts then customers are going to leap at the chance to opt-in to your email marketing for the chance to get their hands on one of those. 

Exit Pop-Ups

These pop-ups are incredibly popular and a good way to attract visitors into becoming subscribers. 

When your visitor moves their pointer towards leaving the page, a pop-up will appear. It will have a clear CTA which, in this case, will encourage them to sign up for your email marketing. 

Like with the social media opt-ins it’s a good idea to offer some sort of incentive for your visitors. For example, you could offer a discount during their next purchase or some form of free downloadable content. 

Try implementing these techniques and see how your email marketing conversions increase. If you’re interested in accelerating your return from your email marketing efforts, try our Marketing Maximizer service. 
By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. 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