I was asked recently to help a dealership with their email templates. Thought I would pass a long some of the tips I suggested:
- The subject line is the single most important indicator of whether an e-mail message will be opened and read. Ensure that the subject line is clear, concise, and, if possible, contains personalization so the recipient will distinguish it as being unique.
- Studies have proven that consumers are more responsive to e-mail communications when they are sent in a consistent format, with the same “look and feel” from one mailing to another.
- Dealers are advised to develop an “e-mail template” which will allow their content to change from month to month but still be consistently identifiable, over time, as a message from the dealership.
- Send information that is relevant to the customer.
- Provide both sales and non-sales content.
- Use Data-Mining tools in your CRM to market to the right people, with the right message, at the right time.
- Plan e-mail marketing campaigns in advance.
- Do not put critical text in images; many people will never see them as they have images off
- Make sure you always have Dealership’s contact info on email.
- Add any appropriate qualifying price criteria such as “* Your e-Price is valid ONLY on purchases made directly through our Internet Department. All vehicles are subject to prior sale and Price Quotes Expire in 48 hours. Your e-Price includes dealership discount, factory rebates, and online savings certificates.”
Tips for avoiding spam:
- Never send just a picture
- Never use all caps
- Never use multiple exclamation points (!!!) or multiple non-alphanumeric characters ie: %* #:?.
- Never use different colored fonts, Use Black for fonts only
What are your thoughts?