Arthur Freydin’s Blog

Online marketing, gadgets, business, and thoughts.

Let me begin by saying that I am by no means an expert in email marketing. However, that statement just might qualify me to write about an experience that I have with a certain car dealership and its marketing techniques.

I used to own a 2006 Volkswagen GTI and have brought it in for service at Reydel, a local Volkswagen dealership. For those that have ever owned first model year Volkswagens, you know what it’s like: the car’s in the shop every other month, for the full month. During that service, I did the unthinkable: I gave them my email address. Now, I never provide my email address for fear of spam, but they caught me off-guard.

Ever since I gave them my email address, I have received nothing but targeted emails from them. Their emails are one of the only mass marketing emails that I read these days, just to see what they’ve come up with next. I receive emails that remind me of my next oil change, 35k mile service, owner discounts, and exclusive test drives.

These people just get it. They understand that Volkswagen drivers (victims?) are a different breed; these people love their cars and will do anything to make sure they’re in top shape. They are also the type of consumers that eat up exclusive test drives and online service scheduling. So, Reydel: that’s a win for you!