Many dealers have discovered that static lead forms and calls-to-action aren’t working to meet their needs anymore. LEARN MORE
If you are one of those people that is buying list of email “subscribers”, stop doing it! Buyingemail lists will damage your sender score and thus limit the amount of people who see your email in the first place! There is a better way to gain more email subscribers than buying them - find out how!
A company's sender score, which is tracked by Return Path, rates the reputation of every outgoing mail server IP address on a scale of 0-100. A company's sender score is determined by an algorithm that takes into account the ratio of undeliverable emails and spam reports for a company's sends.
So how can you gain more email subscribers?
Make sure to provide the option to subscribe to your email updates in every channel possible (email, website, social media updates, etc). You will also want to be clear about what they will be receiving and how often in your request to subscribe. If the customer clearly understands what they are subscribing to, they will be more likely to subscribe.
Write a blog rich with content that your buyers will be interested in! Blogs, social media, and organic search are the least expensive marketing channels and, according to HubSpot's 2012 State of Inbound Marketing Report, inbound leads have a 13% higher close rate than traditional outbound leads (advertising, events, direct mail, etc). You don’t have to post a daily blog, but at least try once a month to start.
Remember though, once a customer subscribes to your blog, they expect the same quality of information to be delivered to their inbox. So, don’t switch to a heavy sales pitch as soon as you have their email addresses. Stay consistent.
Provide clear benefits for subscribers: Make sure people who subscribe to your emails have an edge over those who don't. Offer them an email only discount or give them a sneak peek of future vehicle models.
An email should provide value to a subscriber, not bombarded them with marketing messages. Your emails should be customer focused - not dealership focused.
*Blog originally posted on www.activengage.com/blog