O’Reilly’s Email Marketing Drives Summer Traffic
The automotive aftermarket giant sent an email that tries to make customers feel safer before the rubber meets the road.
Mailer Name: O’Reilly Auto Parts
Date Emailed: June 21, 2017
Founded and based in Springfield, Missouri, O’Reilly operates over 4,800 stores nationwide. For both professional and do-it-yourself customers, it sells aftermarket parts, supplies, tools, and accessories.
This email was dropped at the start of the summer. And if the customer hadn’t already been thinking of their travel plans, this effort could certainly do the trick. “Ready for a Road Trip? View the Maintenance Checklist” reads the subject line.
This is enough to give anyone pause. Regardless of how many trips or what type of summer driving may be in store, no one can be absolutely sure that they or their vehicle will be ready. “Leave confident your trip won’t be interrupted by car troubles,” the paragraph at the top of the email says.
The call to action button clicks through to O’Reilly’s website. The landing page is nothing if not thorough.
First, it runs through 6 key components to check, like tires, brakes, and fluids. For each, it explains why they are so crucial. A click or tap lets the traveler begin shopping. Next, it lists items that the motorist should bring with them on their travels, such as a tire jack and jumper cables. Finally, it offers detailing suggestions to take care of ahead of time to make the trip more comfortable.
The next big section of the email showcases 6 car parts and accessories that a driver may need on the road, like wiper blades or a digital tire gauge. Each is displayed with an image, a price, and a button linked to the website.
The email also makes other related promotions to get the attention of automotive customers, and their money. They can come in for a free battery test, which also provides an opportunity to cross-sell the components from the checklist. And they can get a rebate on parts for their vehicle’s air conditioning system, also vital for summer travel.
There are many ways to position your existing products and services to meet your customers’ needs.