harvesting customer database with email

Michael Budd
We are trying to find ways to use email marketing to reach existing customers in our database when they have equity in their trade in or may be in the market to buy. We are trying to use a predictive method so that we do not pound our customers with sales emails when they are not in the market. has anyone else had experience defining the optimum time to get in front to them? Is anyone else doing this with email? What type of offers are you making? thanks in advance Michael
Matthew Stinebaugh
My customers typically start contacting customers a year prior to their finance term expiring or 6 months prior to their lease term expiring. We try and collect as much information as possible when we build a mailing list such as when the last purchase was and when the last service date was so that we can segment and personalize emails. Since they are already your customer you should have at least a basic rapport and you should know what their current vehilce is, I would build my message off of that information. But be careful, if you have not nurtured that relationship via email in the past your current attempts may be met with some resistance. Especially if you are "just trying to sell something". Start by providing a value to your customer, not a sales pitch.

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