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Hunter Swift

Hunter Swift Manager of Market Development

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Email Templates

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?

 
 
 
 


Hunter Swift is the Business Analyst at DealerSocket and specializes in Automotive/Dealership processes that help dealerships become more effective by maximizing their opportunity to improve all aspects of the sales cycle, including: driving traffic, marketing, proper sales, and demonstration techniques. He also specializes in helping dealerships increase their customer satisfaction, reduce their web-lead response times and to improve accountability.

Suzanne Brief
This is great advice and is basically the process we have been placing in each dealership we have worked with. If I can add to that, some time ago, I compiled a list of "subject lines" for emails that most filters will read as spam. I banned the use of those words and terms and our email open rate went up dramatically. If your customer cant see your message, you really are spinning your wheels. Thanks for a great article

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