In today’s digital world, jobbers need more than great inventory and customer service to stay competitive. You need effective communication strategies that keep you top of mind with customers. And while it may seem old school, email is still one of the most powerful and cost-effective tools for jobbers looking to grow their business, boost customer loyalty, and drive more sales.
Here are five strategic ways jobbers can leverage email marketing, plus tips on building a solid contact list and how to make the most of Email Center.
1. Promote Monthly Specials and New Products
Your customers are always on the lookout for great deals and the newest products in the market—and email gives you a direct line to their inbox. Make the most of this channel by sending consistent, visually appealing updates that highlight:
- New Product Launches: Whether it’s a suspension kit, lighting system, or a new brand of truck accessories, be among the first to let your customers know.
- Monthly Promotions and Flyers: Feature your latest flyers or digital catalogs in your emails. Include attractive product images, short benefit-focused descriptions, and links to order or view more.
- Exclusive Manufacturer Incentives: If a supplier is offering a rebate or limited-time discount, create urgency by promoting it with a countdown or “limited stock” messaging.
Pro Tip: Craft subject lines that tease the offer (e.g., “This Month’s Hottest Deals Are Here ”) and always include a bold, simple call-to-action like “Shop Now,” “Claim Your Discount,” or “View Specials.”
2. Educate with How-To Content and Product Knowledge
Beyond selling, your email marketing can establish your brand as a trusted source of knowledge. Providing educational content builds long-term customer loyalty by solving problems before they arise.
Include:
- Product Comparisons: Help customers make informed buying decisions with side-by-side feature comparisons. For example, explain the difference between winch types.
- Maintenance Tips and Seasonal Advice: Keep your customers’ vehicles in top shape with seasonal prep checklists, care instructions, or “Top 5 Tips for Spring Upgrades.”
Sample Subject Lines:
- “5 Questions to Ask When Picking Out New Tires”
- “How to Choose the Right Bed Cover Every Time”
- “DIY Lift Kit Installation: What You Need to Know”
This kind of content positions your business as a helpful expert—not just another shop—keeping you top of mind when it’s time to buy.
3. Remind and Reconnect
Customer relationships don’t end at the point of sale. Use email to stay engaged and offer continued value, helping drive repeat business and customer retention.
- Seasonal Reminders: Automate emails that align with the calendar—remind customers to winterize their vehicles or prepare for summer trail runs.
- Follow-Up on Past Purchases: Trigger emails based on past buying behavior (e.g., “It’s been 6 months since your last oil change—ready for another?”).
- Highlight Popular or Trending Items: Showcase bestsellers or frequently reordered parts to drive re-engagement and additional sales.
Pro Tip: Use personalization features—like adding a customer’s name or referencing their last purchase—to make messages feel tailored and relevant.
4. Announce Events and Training Opportunities
Hosting an in-store event, vendor demo, or training session? Email is your most efficient tool for boosting attendance and awareness.
Be sure to include:
- Event Logistics: Clearly state what’s happening, when, where, and how long it will last. Use formatting like bullet points for quick scanning.
- Registration Links or RSVP Info: Make it easy for recipients to take the next step—embed a sign-up form or provide a “Call to RSVP” button.
- Special Incentives: Encourage attendance with value-adds like door prizes, free food, product samples, or attendee-only discounts.
Examples:
- “Join Us for Off-Road Suspension Demos – Free BBQ!”
- “Get Hands-On with the Latest Lighting Upgrades – Reserve Your Spot Today”
These communications not only promote events but also strengthen the perception that your shop is a hub of knowledge and community.
5. Gather Feedback and Boost Engagement
The best way to know what your customers want? Ask them. Regularly requesting input not only improves your service but also makes customers feel heard and valued.
Ways to engage:
- Quick Surveys: Include 1-3 question forms asking about recent service, product satisfaction, or areas for improvement.
- Polls and Opinion Starters: Let customers vote on what products they’d like to see next, or ask which topics they want covered in future emails.
- Interactive Contests: Launch a “Show Us Your Build” photo contest or trivia giveaway with product prizes or discounts for winners.
Pro Tip: Keep it fun and simple. Use vibrant graphics, emojis, and minimal text to grab attention, and always follow up by sharing the results or winners to show their input matters.
How to Build a Quality Email Contact List
An email campaign is only as strong as your contact list. Here’s how to build a clean, engaged list:
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Collect emails at the counter. Ask every customer for their email during checkout.
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Use sign-up forms. Add them to your website and social media pages.
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Offer incentives. Give customers a reason to join your list (e.g., exclusive deals, early access to sales).
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Keep it compliant. Always get permission to email and include an easy unsubscribe option.
Need help getting started?
Total Truck Centers jobbers have access to Email Center, an in-house email marketing system. Here’s how to make the most of it:
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Use an email template for different campaign types (promos, education, reorders), or create your own!
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Schedule sends for consistent communication (e.g., 1st and 15th of every month).
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Track performance like open rates and clicks to see what’s working.
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Send 1,000 emails for only $9.99/month.
Ready to get started? Visit Email Center today.
Email isn’t just a digital bulletin board, it’s your direct line to customers. With the right strategy and tools in place, jobbers can use email to deepen relationships, drive repeat business, and stand out from the competition.
Start small. Stay consistent. Deliver value. Your customers will thank you, and so will your business.
