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Derrick Woolfson

Derrick Woolfson Business Development

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Auto Emails: Where Are We Now?

As we know, emails are still relevant in the way we approach corresponding with our customers. So as we continue to evolve as an industry so do our customers with regards to how they approach the buying process. One of the key elements that still needs much revision, however, is your stores auto emails. That is making sure that you are aware of all of the emails that are being sent to the customer; everything from lead submission emails, survey reminders, OEM auto emails, service reminders, etc. 

Beyond knowing which emails are in circulation, we have to review the results from each auto email - asking ourselves, does the email interrupt the customer's experience? For example, there is nothing more frustrating for a customer to receive an automated email from the sales manager asking “if they have been assisted, and when are they buying” if the sales manager has already spoken to the customer and or the deal is already in the works. Not all will agree with this sentiment; however, there is no need to send additional emails if the customer is already being assisted. This issue is not always an easy fix; however as many CRM’s are very limited to how the work-flow is managed. 

Once you have revised the list of emails that are in circulation, it is best to review the content in the email — taking the time to review the success of each email to then edit/revise the content to increase results. 

Here is the last article on the topic! 

When is the last time you reviewed and or revised your automated emails? 


 

Bart Wilson

It's important to understand all of your automated emails and the reason they exist.  Sometimes you'll even have campaigns you forgot were still active.

How frequently do you think you need to audit your automated emails?

 

Chris K Leslie

This is something I look at each month. In addition to the templates being used. 

Derrick Woolfson

@Bart, I check them monthly now, but I will admit - in my last job - it was hard to keep track of all the emails being sent out. So I have since created a list of all the 'auto emails,' and a snapshot of what that email looks like. Having done that, it has made it much easier to track the results, and make edits. 

Derrick Woolfson

@Chris, do you review the open and response rates for the templates? It is amazing what a few tweaks can do to increase the response/open rates. 

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