Listed here are tips for the creating a successful email marketing campaign with high open and response rates, ultimately leading to sales and service revenue generation.

1. The Subject Line is Key
First impressions are critical in all forms of communication. When people receive an email, the first thing they see is the subject line, which has the potential to either gain or lose their interest.

Subject lines that include your dealership’s name as a reference and provide specifics supporting your email topic will typically gain higher open rates. The Marketing Mix can assist you in creating an attention-grabbing subject line for your next EDM.

2. Pay Attention to Who it’s “From”
To understand how important this is, think about your own email inbox. Would you be more likely to open an email sent from ‘advertising@localcardealership.com.au’ or from “ben.smith@localcardealership.com”?
People don’t want to feel like they are being sold to. If you don’t pay attention to personalising the ‘from’ address, they won’t pay attention to what you have to say.

3. Email Variable Fields
People love to see their own names. It makes them feel as if the email was written to them personally and that they are more than just a number on your database. The Marketing Mix can easily directly insert ‘variable fields’ that pull customer-specific data from your database.

4. Variety
Sending an email can be one of the most effective ways to grab customers’ attention. However, if you abuse the efficiencies that email marketing provides, your dealership’s customers and prospective clients will stop showing interest in your emails. Consistency is essential with any marketing campaign, yet variety is equally important.

How often do you send out dealership newsletters, sales event invites and rebate/incentive updates that aren’t just soliciting a sale? Are you getting an active response from recipients? If not, try something new.
Be aware of how regularly you are contacting the same customers, and how they are interacting with your emails. Are you following up accordingly?

5. Quality Over Quantity
Especially for car dealerships, it is far more important to send out content-rich emails than it is to send out long-winded or multiple emails.

Segment your data so that you are sending relevant content that the recipient will actually be interested in reading. This way you will gain the trust of your customers and prospective clients. One option is to provide information that they can use immediately. A dealership with a big 4WD sales market share might offer a series of holiday-time tips so that when a prospect is about to head off, they will be reminded of the insightful advice your dealership gave them.

6. Content Suggestions

How can you personalise your message content? Listen to your readers.
The people who take the time to contact you are the ones most likely to become better customers. Study their emails, questions, likes and dislikes. Build or improve your dealership’s email content with your customers’ input and they will notice that you appreciate them and they will be more likely to remain loyal.
Social media monitoring is one easy way to listen to and engage your dealership’s email readers. Pay attention to what customers are saying online about the vehicles you sell, your service department and other dealerships in your area, and use these insights to create valuable email content.

7. Test Everything…
Testing is very important to ensure that graphics show up correctly and the email is not marked as spam. The Marketing Mix do many tests before your email campaign goes live to ensure your messages gets through to your customers in the correct format.

 

Adapted from an article written by: www.websitemagazine.com

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