In this episode of Leading the League, AAM Group and Total Truck Centers President Tim Odom sits down with Donnie Hurt, a longtime member of the AAM team and a marketing expert with deep roots in both the automotive and performance worlds. Donnie’s background ranges from global email campaigns to time spent turning wrenches in a local shop and leading a race team as a crew chief. That blend of technical and marketing experience makes him the perfect person to help local jobbers understand how to make email marketing work for them.
The Power of Email
Email might not be the newest tool in the marketing toolbox, but according to Donnie, it’s one of the most effective. “If email didn’t work, our inboxes wouldn’t be blown up the way they are,” he says. “If used correctly, it can definitely grow your business.”
While social media and paid ads fight for fleeting attention, email offers something different: a direct, personal line to customers. When a shop takes the time to communicate through well-crafted emails, it stays top of mind, builds loyalty, and encourages customers to come back.
Building a List That Works
Many shops are eager to dive in and start sending emails, but Donnie cautions that buying a list isn’t the answer. “Those people haven’t asked to be a part of your communication, usually they’ll end up marking you as spam,” he explains.
Instead, he recommends building your list the right way by gathering emails directly from your customers. Start with the people who already know your shop and want to hear from you. A small list is actually better; engagement will be stronger because those customers are genuinely interested. “A small, loyal list will outperform a huge, cold [list] every time,” Donnie adds.
Creating Emails That Connect
Donnie is quick to point out that making a great email isn’t hard, especially with the tools AAM provides through Email Center. “If you can drag an image off your desktop, then you can [build an email],” he says.
The key is relevance. Know your customers, understand what they drive, and send them information that fits their interests. A Ford F-150 owner doesn’t need an email about Silverado parts. Make sure your subject line and preheader text grab attention and give readers a reason to open. Those first two lines are your chance to earn the click.
When it comes to content, variety helps. Shops can feature recent installs, product promotions, or even short videos that highlight their expertise. “Credibility and your work help draw customers in,” Donnie explains. Using video to promote services, products, and show off installations helps draw them in even further. With Email Center, you can insert a video into any email with just a YouTube or Vimeo link.
Measuring Success
Once the emails go out, the numbers tell the story. Donnie tracks two main metrics: open rates and click rates. Open rates show how many people are interested enough to look, while click rates reveal whether they found something worth exploring. “You can have a thousand people on your list, but if only ten percent open, you’re not hitting them,” he says. “Once I get them in the email, I want to get them engaged.” Donnie will look and see what’s getting clicked to make sure he is reaching his audience.
Across the industry, a 20 to 25 percent open rate is solid, but Donnie aims higher, targeting 30 to 35 percent. For clicks, he considers 10 percent or above a great result, showing your audience is fully engaged.
Keeping a Clean List
Good email performance starts with a clean list. Donnie encourages jobbers not to fear unsubscribes or removing inactive contacts. “If someone opts out, that’s okay,” he says. “They’re just telling you they’re not interested right now.” Donnie sets a follow-up email after unsubscribing to get some insight on how to improve.
Removing uninterested contacts improves your reputation as a sender, which means fewer spam flags and better inbox placement. “There are lots of organizations out there that know your reputation as a sender,” Tim Odom explains. “There are different filters out there that will whitelist you, greylist you, or blacklist you based on bounces and spam reports… So, a clean list is absolutely to your benefit.” Donnie even recommends using free online tools to check your sender score and ensure your emails are being delivered properly.
Keep Learning and Keep Testing
Email marketing is constantly evolving, and what worked last year may not be as effective today. Donnie encourages shop owners to experiment and learn. There are plenty of free webinars and tutorials online, but the most valuable lessons come from trying new things with your own audience.
“Email is a learning curve,” he says, “Don’t be afraid to try new things.” Something that flops in one market might take off in another. The key is knowing your customers and adjusting as you go.
Donnie’s approach to email marketing proves that success doesn’t depend on complex tools or huge budgets. It comes from knowing your audience, staying consistent, and keeping things simple. For jobbers ready to get started, Email Center makes it easy to design, send, and track professional emails that build relationships and drive sales. With a clean list, the right message, and a commitment to learning, every shop can use email to stay connected with customers.
Subscribe to The AAM Group’s Leading the League series to hear more from supplier partners and people who are shaping the future of the automotive aftermarket—one partnership at a time.
