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Your dealership customers aren't just using their mobile devices to find your car dealer website, they are also using them to read the emails you send. A recent report from the marketing agency Knotice found that more than 27 percent of emails were opened on a mobile device during the second half of 2011. This is a 36 percent gain from the end of 2010.
Not only does your dealership need to have a mobile website and marketing strategy in place, but you also need to make sure your emails can be read on mobile devices. iOS devices (iPhone and iPad) make up over 22 percent of mobile email opens, compared to less than 5 percent for Android devices. For this reason, make sure your dealership emails use a minimal amount of Flash, if any. Also, if you are sending pictures or video, make sure they have alt text or tags that explain what the images are showing.
The study counted an email "opened" if images were downloaded, so keep in mind that these numbers may be lower than reality, since some devices don't download images by default.
Can your dealership afford to miss out on a quarter of your emails not being seen the way they were intended? Test the emails you are sending on a mobile device to make sure your message is getting across.