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As of 2021, email is one of the most widely used forms of communication in the world. In 2019 alone, 293.6 billion emails were sent and received every day, and that’s only expected to grow through 2022.


Even with the wide variety of marketing methods available for drawing in new customers, email is still a hugely popular way to reach out to both current and potential customers. If you want your shop’s marketing program to flourish this year and beyond, it’s time to take email marketing seriously.


Benefits of Email Marketing

  • By sending emails to your current and potential customers, you can promote your products and services and keep them informed on new offerings.
  • Email marketing provides an estimated 4400 percent return on investment.
  • 70 percent of consumers say they prefer receiving emails from the brands they trust over other forms of communication.
  • 80 percent of small-to-medium sized businesses use email marketing for customer retention.
  • Email marketing helps shops grow their brands and create unique personalities for their businesses.
  • By sharing quality content via email, your shop can establish itself as an industry expert that customers will turn to with their automotive issues.


1. Build Your Contact List

Any time a customer comes into your shop for an oil change, ask them if they’d like to provide their email address when they create an account with you. In exchange for their email make sure you are giving them something of value in return; whether that be a coupon or reminders for when their next service is due.


On both your website and social media profiles, create a signup form that people can use to give you their emails. That way, you’ll start building a sizable contact list that you can send emails to whenever you see fit.


After they’ve signed up for your email list, you should always greet them with welcome emails. Welcome emails have an 82 percent open rate and are an awesome way to show your subscribers what they can expect from you in the future, so make sure you knock it out of the park!


2. Utilize Industry-Leading Email Marketing Platforms

Constant Contact

If your oil change shop has never tried email marketing, Constant Contact is a great platform to start with. It’s intuitive, straightforward, and helps you compose emails immediately with pre-designed templates.



Looking for a free email marketing platform? Small businesses everywhere love MailChimp because it costs nothing, offers simple template styles, and isideal for growing email lists.



iContact is an affordable email marketing service with a streamlined email campaign editing software.  You can also take advantage of its social media marketing scheduling software all in one convenient, high-quality package.



Not sure how to structure your email marketing campaign? GetResponse helps oil change shops make the most of their email efforts with informative analytics data and suggestions on how you can improve.


3. Keep it Simple

There’s no need to overcomplicate your emails. You know your audience better than anyone – so give them exactly what they want! Whether that’s business information like your location, hours, and pricing, or updates on special offers and discounts, keeping that content readable and useful is key.


Make sure everything you write in your emails is short and to-the-point. The average email shouldn’t take any longer than two or three minutes to read, or else they may be ignored. That means you shouldn’t write long paragraphs or copy and paste articles into the email body. Instead, include links where your subscribers can read more if they’re interested.


4. Know When to Send Emails

Before you hit send on an email, make sure it’s going out at the right time. Research shows that the best day for email opens is Tuesday, and during times when people are more likely to check their email accounts.


Think about your own email habits. What times are you most likely to check your inbox? For most people, that’s before work, during lunch breaks, and at the end of the day.


With this in mind, you can tweak your sending strategy based on your customers’ specific needs. And remember, most drivers get their oil changes done in the spring and fall months, so plan accordingly.


5. Use a Call to Action

The best way to drive your subscribers to your shop with your email marketing campaign is through a call to action at the end of every email. A call to action is a simple way of encouraging your readers to take the next step, whatever that may be.


You can include links to your website and social media profiles or tell them to come into your shop for an oil change ASAP – just make sure you give concise and easy-to-follow directions.



The main purpose for any email marketing strategy is to grow your customer base, increase their engagement with your brand, and improve your revenue. At Castrol, we believe a strategic email campaign might just be your quickest road to marketing success.

If you’d like to learn more actionable strategies for oil change shop marketing success, head over to the Castrol Insider Resource Hub for more helpful tips, information, and guides just like this one.