If you use (or plan on using) text marketing for car dealerships, you need to be careful not only to avoid opt-outs but also potential fines. In this article, we’ll share with you some ways to use marketing SMS messages in a way that complies with the current regulations and also engage those looking to buy some new wheels.
Useful Tips on Using Text Marketing for Car Dealerships
Comply with SMS Marketing Regulations
You need to make sure people have the options of opting in and out of your messages. Not doing so would violate the Telephone Consumer Protection Act (TCPA). The TCPA prohibits businesses from sending any form of unsolicited communication through telephone technology: SMS messages, robocalls, pre-recorded messages, and even faxes. You can find more comprehensive and detailed information about this and other SMS marketing regulations here.
Aside from being annoying to users, unwanted text messages can lead to big legal problems. Penalties for each unwanted message can range from $500 to $1500. On top of that, you can be sued for sending unwanted text messages. That’s what happened to Lithia Motors in 2011, when they had to pay $2.5 million for sending unsolicited text messages advertising their 0% financing offer on used cars.
Use Text Messages to Schedule Appointments and Send Reminders
Text messages have an advantage over email and other media: they’re read more often and are much less intrusive than, let’s say, a phone call. So for example, an automated text appointment reminder can send a message to a prospective customer one hour prior to an appointment to see the car he or she is interested in.
You can also communicate with clients and prospects in real time. Rather than waiting for a day or more to receive an email from them, you can use two-way-texting and chat with them. This is especially good for responsive clients, who will definitely value having somebody on the other side replying to their questions at the moment.
Send Updates and Special Offers
Appointment reminders are not the only text messages people will appreciate receiving. You can let them know about new models or services you provide in your car dealer. Even if they’re not looking at the moment, these updates can keep your clients informed on what you’re doing and offering; which will make them have you in mind when they actually are ready to spend some money.
Something similar happens when you send discounts, promo codes, and other incentives. Even if they don’t intend to buy, it’s good for clients to know them because they know they might seize similar discounts or promotions when they intend to buy. The good thing about incentives is that you can add photos and videos to them by using MMS messaging.
Don’t Use Personal Cell Phones
Using employees’ personal cell phones is one of the most common mistakes car dealers make. Why is that? Because it can seriously risk confidential data and personal privacy. Even if your salespeople are 100% trustworthy and professional, you never know if prospects and clients are too.
The best way to handle your text marketing for car dealerships is using a texting software like Trumpia. We offer the most varied range of tools to send successful SMS marketing campaigns; whether they’re simple or complex. Please Call or text 1-888-707-3030 to learn more about our software, and how we can help you sell more cars!
