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Email Marketing Tips for Auto Restoration and Auto Performance Shops
Barry Alt • October 20, 2019
Email marketing can help you to build a relationship with your customers with minimal effort from you and provides a measurable return on your investment.

If you’re not already harnessing the power of email marketing for your business, you’re missing out!
Digital marketing is the key to keeping your business alive and outdoing your competitors.
Email marketing can help you to build a relationship with your customers with minimal effort from you and provides a measurable return on your investment.
For every $1 spent, email marketing generates $38 in ROI (Source)
Email marketing works by creating a relationship between your company and your customers.
It focuses on strengthening the relationship you have with your current customers and growing trust between you and potential future customers.
When done right, email marketing has a much more personal feel than traditional advertising methods. By writing personal and approachable emails, your customers will feel like you’ve taken the time out of your busy day to write to them directly.
A good email campaign focuses on your customers' unique wants, needs and problems. It reminds them your company is there and you’re ready to help them whenever they need you.
The most effective email marketing campaign is more than JUST a sales pitch.
If you want to build direct connections with car enthusiasts, it’s time to start investing in email marketing.
But don’t just take our word for it – check out these email marketing stats:
- Email marketing attracts 40 times more new customers than social media (Source)
- Customers coming through an email special offer spend 138% more than people that don’t get email offers (Source)
- 44% of people made at least one purchase in 2017 based on a promotional email (Source)
- Email has a higher conversion rate than social media, organic search and paid search combined (Source)
- 75% of companies agree that email offers “good” to “excellent” ROI (Source)
- 86% of shoppers want to receive monthly email updates from brands they follow (Source)
- Segmented and targeted emails generate 58% of revenue for companies (Source)
All those numbers and facts sound great, but how can it help your business?
By starting an email marketing campaign, you can maximize your exposure to your customers (past, present and future included!) and see more engagement from the people you want to sell to.
So, how do you build an email marketing campaign for the auto industry?
The best part about email marketing is that you’ve probably already got a head start on the basics - a list of customers.
We highly recommend splitting your email campaigns for different customer categories (some great starter segments could be: past, present and potential clients). Why? The language you use and points to highlight in each email will change dramatically depending on who you’re trying to sell to.
As with everything, you'll need to have a well-developed email marketing strategy to follow. Remember, your emails are designed to build a relationship with your customers, not irritate them with endless self promotion.
'It's been a while, better send a newsletter' doesn't get you sales!
The worst thing you can do when emailing your clients is treating them like an afterthought.
No doubt you’ve opened your inbox and found plenty of ‘junk’ emails looking to sell you products you don’t want. You do not want to end up in this category!
Think about what your clients want to hear about. What do they expect to get from you? Emails are a great way to showcase your company's personality and unbeatable customer service.
You want customers to look forward to seeing your name pop up in their inbox - whether that’s for your great sense of humour or your amazing range of products.
If you don't have buyer personas already, now is the perfect time to create them.
Once you know who your audience is, you can target different emails to each type of customer you have.
By focusing on what each customer group wants, you can create more personal, one-to-one connections with your audience – which will generate a much better return on your investment.
The 5 Types of Emails You Need to Send To Your Customers
Sending the same boring sales email over and over again is quickly going to make your customers click 'unsubscribe', or even worse, 'spam'!
To get them interested in what you have to say, you’ll want to create an email strategy with a combination of the 5 main email types:
1. The Industry Insider Email
Show your status as a restoration/performance expert by sharing the latest news and events, useful tips and interesting blogs you've written recently.
Have product guides or videos to help promote your products? Send them to your email list; seeing helpful info and reviews about your products can help prospects to see added value in your company.
The average customer needs to interact with your brand 7 times before committing to a purchase - this is a great way of answering any common questions they might have without taking up any of your time.
2. The Thank You Email
Whether they've just signed up for your newsletter, bought an item from you or just passed the 10-year mark as a loyal customer, the Thank You Email should show you company's personal side.
It's a personalized, simple message. Go above and beyond the usual template that comes with your email software - your customers will appreciate it.
3. The Helpful Checklist Email
Designed to help your customers choose between different products types, this email sums up valuable information for customers making a buying decision and compiles it into a simple checklist.
Cementing your auto expert status, the checklist shows you know your stuff - and are therefore the right company to buy from.
4. The Look-How-Popular-We-Are Email
Promote that amazing testimonial from one of your repeat customers. Show how many satisfied customers you have. Show real people with real opinions. The more authentic, the better.
These types of emails work great as videos. Watching real life clients interact with you, your products and telling their experience helps prospective customers see you as more than just a sales pitch.
5. The Special Offer Email
One of the most popular (and most effective) emails out there!
Offer up a special that customers can't say no to. Whether it's a percentage off their next purchase or a free add-on item, people love a good deal.
The Golden Rules of Email Marketing for the Auto Industry
1. Keep it personal - don’t make it obvious it's an automated email!
2. Don’t “Bait and Switch” - make sure the subject line is delivered in the email content, always deliver what you promise
3. Make it easy to unsubscribe - an 'unsubscribe' reaction is better than a 'spam' report
4. Track ROI, open rates and click rates from specific emails. Know exactly what you’re getting for every dollar you invest in email marketing
5. Keep your emails regular and interesting for your customers
6. Make sure all your emails are mobile-friendly and are enjoyable no matter what device your reader is using
So, there's your quick introduction to the world of email marketing!
Online marketing can help drive qualified leads to your business.
If you’re an automotive business ready for a higher level of performance in your digital marketing efforts, the Motorhead Digital team has proven processes that will help you stay savvy and at the top of your game - going way beyond a simple website.
We want to help increase your profits - get in touch for a free strategy call today and get your business working for you.

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. People study reviews, websites, project photos, and social media to decide whether a business looks credible, transparent, and capable. Pricing communication matters too. Older vehicles can expose hidden problems, discontinued parts, long lead times, and changing supplier costs. Tariffs, Pricing Pressure, and How Auto Shops Can Communicate Value Better offers practical guidance for explaining those variables without apologizing for charging appropriately.















