The subject line is the most important text you can write for your emails. This line of textdetermines whether or not your customer will even open your email. Many people don’t realize how creative they can get with the subject line and today I’ll discuss unicode symbols and how they can increase engagement for your emails.

What is Unicode?

Unicode is an international encoding standard for use with different languages and scripts, by which each letter, digit, or symbol is assigned a unique number. Here are some examples:

So how can you create them?

Well it’s easy, you can either copy and paste from this source or simply turn Numlock ON and type them yourself holding down the Alt key.

Alt+9731 = ☃

Alt+9827 = ♣

To get a complete list go here.

Here’s a breakdown of a how some customers react to the Miscellaneous Symbols:

When they don’t work they will appear as empty spaces, blocks ☐ , question marks, or even weird lettering.

Testing, Testing, 1, 2, 3.

Now of course you must test to see if using unicodes in your emails will increase engagement. There has been successful open rates using these symbols, some as high as 17%. However, other companies that have tested their emails with these symbols saw a drop in engagement.

Start by sending to a small test segment of your list. Half of that test segment should receive the subject line with the symbol and the other 50% should receive the same subject line without the symbol, allow that test to run, and then compare open/read/click rates. You will then be able to see if including a symbol in the subject line works for your dealership and subscribers.  The winning subject line, with or without the symbol, should then be sent to the remainder of your list.

Final Thoughts

Ultimately, consumers will decide whether or not these unicode symbols will work, Tom Sather, Return Path Sr. Director of Email Research says it best:

“Consumers will ultimately decide whether symbols in subject lines help them understand and prioritize messages. But, if they're voting with their feet by engaging with those messages, it's probably an indication that they'll continue to, at least as long as the symbols add to their experience,” going on to say, “as with most trends though, if overused, it will lose its effectiveness.”

The subject line is the most important text you can write for your emails. This line of textdetermines whether or not your customer will even open your email. Many people don’t realize how creative they can get with the subject line and today I’ll discuss unicode symbols and how they can increase engagement for your emails.

What is Unicode?

Unicode is an international encoding standard for use with different languages and scripts, by which each letter, digit, or symbol is assigned a unique number. Here are some examples:

So how can you create them?

Well it’s easy, you can either copy and paste from this source or simply turn Numlock ON and type them yourself holding down the Alt key.

Alt+9731 = ☃

Alt+9827 = ♣

To get a complete list go here.

Here’s a breakdown of a how some customers react to the Miscellaneous Symbols:

When they don’t work they will appear as empty spaces, blocks ☐ , question marks, or even weird lettering.

Testing, Testing, 1, 2, 3.

Now of course you must test to see if using unicodes in your emails will increase engagement. There has been successful open rates using these symbols, some as high as 17%. However, other companies that have tested their emails with these symbols saw a drop in engagement.

Start by sending to a small test segment of your list. Half of that test segment should receive the subject line with the symbol and the other 50% should receive the same subject line without the symbol, allow that test to run, and then compare open/read/click rates. You will then be able to see if including a symbol in the subject line works for your dealership and subscribers.  The winning subject line, with or without the symbol, should then be sent to the remainder of your list.

Final Thoughts

Ultimately, consumers will decide whether or not these unicode symbols will work, Tom Sather, Return Path Sr. Director of Email Research says it best:

“Consumers will ultimately decide whether symbols in subject lines help them understand and prioritize messages. But, if they're voting with their feet by engaging with those messages, it's probably an indication that they'll continue to, at least as long as the symbols add to their experience,” going on to say, “as with most trends though, if overused, it will lose its effectiveness.”

There is a reason your social media icons aren’t doing anything. Simply put consumers will ask--what’s in it for me? While browsing many dealerships websites I found these social media icons slapped on the homepage with no value proposition or very lackluster call-to-actions.

As a consumer, why do I want to connect with you? One dealership thinks I want to be friends while many others did not give me a reason for me to follow them.

While browsing print ads I found the same trend:

The solution

There are three things to consider when you are looking to add social media icons to your newspaper ads and online.

1. If you want more people to connect with you on your social media channels, what’s in it for them?

2. If you want more people to connect with you on your social media channels, you must make it easy for them to follow/like you whether its online, in print, or collateral. 

3. If you want more people to connect with you on your social media channels, you must ensure there is a clear call to action!

Let’s break it down:

What’s in it for them?

A cosumer goes to your digital showroom and sees social media icons all lined in a row. That’s it? Why should I like your dealership on Facebook/Twitter? What’s in it for me? Can I expect to be updated with breaking news or when new vehicles hit the lot? Will I get to see pictures of your staff? Or maybe I’ll be lucky enough to follow you because you’ll include service coupons/discounts or special follower pricing on a new vehicle!

Did you make it easy?  

In regards to print or any other marketing collateral you slap social media icons on--ask yourself, did you make it easy for me to follow you? How do I like you on Facebook? How do I follow you on Twitter? Where do I go? (hint: What’s the URL?). What do I do when I get there?

Also, the homepage isn’t a very good place to place your social media icons. It is already crowded enough with rotating banner ads, new vehicle information, and current specials. Try placing social media icons where it makes sense, in the About Us section, or under Specials/Coupons section of your website to get people to follow you for updates on money saving coupons. You could even make a section on why consumers should follow your dealership. 

Where’s the call-to-action?

Dedicate more real estate to your social media icons and add a call-to-action. Let’s be friends isn’t sufficient enough. Again think, what’s in it for me? Something more appropriate would be:

Follow/Friend us to:

Get exclusive updates and money saving coupons!

Be a part of exciting contests and prizes!

Learn how to maintain your vehicle!

I could go on with more examples of good call-to-actions, but I think you get the point.

The next time I’m browsing dealership’s websites and print ads, I hope to find more value in the social media icons dealerships display, and if I do maybe--just maybe, you’ll gain a follower/like. =)

There is a reason your social media icons aren’t doing anything. Simply put consumers will ask--what’s in it for me? While browsing many dealerships websites I found these social media icons slapped on the homepage with no value proposition or very lackluster call-to-actions.

As a consumer, why do I want to connect with you? One dealership thinks I want to be friends while many others did not give me a reason for me to follow them.

While browsing print ads I found the same trend:

The solution

There are three things to consider when you are looking to add social media icons to your newspaper ads and online.

1. If you want more people to connect with you on your social media channels, what’s in it for them?

2. If you want more people to connect with you on your social media channels, you must make it easy for them to follow/like you whether its online, in print, or collateral. 

3. If you want more people to connect with you on your social media channels, you must ensure there is a clear call to action!

Let’s break it down:

What’s in it for them?

A cosumer goes to your digital showroom and sees social media icons all lined in a row. That’s it? Why should I like your dealership on Facebook/Twitter? What’s in it for me? Can I expect to be updated with breaking news or when new vehicles hit the lot? Will I get to see pictures of your staff? Or maybe I’ll be lucky enough to follow you because you’ll include service coupons/discounts or special follower pricing on a new vehicle!

Did you make it easy?  

In regards to print or any other marketing collateral you slap social media icons on--ask yourself, did you make it easy for me to follow you? How do I like you on Facebook? How do I follow you on Twitter? Where do I go? (hint: What’s the URL?). What do I do when I get there?

Also, the homepage isn’t a very good place to place your social media icons. It is already crowded enough with rotating banner ads, new vehicle information, and current specials. Try placing social media icons where it makes sense, in the About Us section, or under Specials/Coupons section of your website to get people to follow you for updates on money saving coupons. You could even make a section on why consumers should follow your dealership. 

Where’s the call-to-action?

Dedicate more real estate to your social media icons and add a call-to-action. Let’s be friends isn’t sufficient enough. Again think, what’s in it for me? Something more appropriate would be:

Follow/Friend us to:

Get exclusive updates and money saving coupons!

Be a part of exciting contests and prizes!

Learn how to maintain your vehicle!

I could go on with more examples of good call-to-actions, but I think you get the point.

The next time I’m browsing dealership’s websites and print ads, I hope to find more value in the social media icons dealerships display, and if I do maybe--just maybe, you’ll gain a follower/like. =)

I understand how important leads are, I mean I work for a company that supplies a service to dealerships that ensures quality conversations, leads and sales appointments. That’s why I decided to investigate dealership lead follow up processes across the country and to say the least, I am disappointed.

Out of the several emails I’ve received in response to a website form I submitted, only onedealership took the time to READ my email and answer my questions quickly. I also submitted a lead in Spanish (being Boricua) and it took three emails for someone to finally realize the difference in languages. Not to mention, the countless automatic response emails that kept asking for my phone number when I clearly do not want to be contacted by phone.There were also a few auto-response emails asking me if the email address I entered was the correct email to respond to -- is this even necessary?

Your dealership’s online showroom is the best source of quality leads and can have the most powerful impact on your Internet sales. When I look at a dealership’s website, I see the value you can provide potential buyers. However, when your visitors fill out a lead form and receive a handful of template emails, that’s when the value drops significantly.

You can have the best website design in the industry and have tested your websites pages over and over again to ensure the highest conversion rates. But, when your internal processes dictate that gathering a visitor’s contact information is more important than answering their questions first, all of your website optimization efforts will be for nothing.

My experiences lead me to write our newest eBook, Automatic Lead Follow Up Is Killing Your Dealership’s Sales. In this eBook, I provide 7 tips to improve your follow up processes and point out follow up activities that, when corrected, can lead to a boost in your sales. You’ll learn everything from asking proper follow up questions in your response emails to writing email subject lines which entice shoppers to open your emails.

Don’t hesitate to download this FREE eBook today, and start increasing your dealerships sales!

I understand how important leads are, I mean I work for a company that supplies a service to dealerships that ensures quality conversations, leads and sales appointments. That’s why I decided to investigate dealership lead follow up processes across the country and to say the least, I am disappointed.

Out of the several emails I’ve received in response to a website form I submitted, only onedealership took the time to READ my email and answer my questions quickly. I also submitted a lead in Spanish (being Boricua) and it took three emails for someone to finally realize the difference in languages. Not to mention, the countless automatic response emails that kept asking for my phone number when I clearly do not want to be contacted by phone.There were also a few auto-response emails asking me if the email address I entered was the correct email to respond to -- is this even necessary?

Your dealership’s online showroom is the best source of quality leads and can have the most powerful impact on your Internet sales. When I look at a dealership’s website, I see the value you can provide potential buyers. However, when your visitors fill out a lead form and receive a handful of template emails, that’s when the value drops significantly.

You can have the best website design in the industry and have tested your websites pages over and over again to ensure the highest conversion rates. But, when your internal processes dictate that gathering a visitor’s contact information is more important than answering their questions first, all of your website optimization efforts will be for nothing.

My experiences lead me to write our newest eBook, Automatic Lead Follow Up Is Killing Your Dealership’s Sales. In this eBook, I provide 7 tips to improve your follow up processes and point out follow up activities that, when corrected, can lead to a boost in your sales. You’ll learn everything from asking proper follow up questions in your response emails to writing email subject lines which entice shoppers to open your emails.

Don’t hesitate to download this FREE eBook today, and start increasing your dealerships sales!

About 95% of Americans watch TV using traditional cable or satellite options, whereas the other 5%—the so-called "Zero-TV" viewers—are bucking tradition (because of cost or lack of interest) in favor of non-traditional devices and services, according to a report by Nielsen. 

I’m not saying to stop your traditional TV advertising and I’m definitely not saying the entire population will convert to a Zero TV Households within the next year, but it is important to notice this trend and cater to the 5 million people that do not watch cable TV. Your website is the best tool for gaining more customers and leads so use it to capture the attention of 5 million Zero TV households.

Now that you have this data, let’s review ways you can beef up your online and mobile advertising as less than 10% of the Web is currently mobile ready (mobile search now accounts for abouthalf of all searches).

1. Keep Messages Simple

Complex language, metaphors, or details that require too much thinking should be avoided. Follow this rule of thumb: if someone can’t understand the ad within two seconds, the message needs to be simplified.

2. Provide a Strong Call-to-Action

Use straightforward descriptions -- “Click here for 20% Off,” or “Value your Trade Now!.”

3. Use Visually Compelling Imagery

Use images that capture the value of your message as consumers are more likely to click to your site.

4. Create a Sense of Urgency

Take advantage of seasonal and time-sensitive trends. Like VW’s SPRINGTOBER or Chevy’s Truck Month.

5. TEST!

When you've decided on the right messaging, call-to-action items, and images, your next step is A/B testing. A/B testing allows you to understand what features of your ad are compelling to a mobile user and which type of messaging and creative resonates best with them. There is always room for improvement so test, test and test some more.

Utilize these tips in your next website redesign. If your mobile site is set up poorly, you can expect that over half of these potential customers would not recommend you. Furthermore, 40% would then visit a competitor site after a bad mobile experience on yours.

If you need help in making your website mobile and tablet friendly,  check out my previous blog post!

--

As always, follow @activengage and @kettyc for marketing tips, live chat updates, and more! 




















 

About 95% of Americans watch TV using traditional cable or satellite options, whereas the other 5%—the so-called "Zero-TV" viewers—are bucking tradition (because of cost or lack of interest) in favor of non-traditional devices and services, according to a report by Nielsen. 

I’m not saying to stop your traditional TV advertising and I’m definitely not saying the entire population will convert to a Zero TV Households within the next year, but it is important to notice this trend and cater to the 5 million people that do not watch cable TV. Your website is the best tool for gaining more customers and leads so use it to capture the attention of 5 million Zero TV households.

Now that you have this data, let’s review ways you can beef up your online and mobile advertising as less than 10% of the Web is currently mobile ready (mobile search now accounts for abouthalf of all searches).

1. Keep Messages Simple

Complex language, metaphors, or details that require too much thinking should be avoided. Follow this rule of thumb: if someone can’t understand the ad within two seconds, the message needs to be simplified.

2. Provide a Strong Call-to-Action

Use straightforward descriptions -- “Click here for 20% Off,” or “Value your Trade Now!.”

3. Use Visually Compelling Imagery

Use images that capture the value of your message as consumers are more likely to click to your site.

4. Create a Sense of Urgency

Take advantage of seasonal and time-sensitive trends. Like VW’s SPRINGTOBER or Chevy’s Truck Month.

5. TEST!

When you've decided on the right messaging, call-to-action items, and images, your next step is A/B testing. A/B testing allows you to understand what features of your ad are compelling to a mobile user and which type of messaging and creative resonates best with them. There is always room for improvement so test, test and test some more.

Utilize these tips in your next website redesign. If your mobile site is set up poorly, you can expect that over half of these potential customers would not recommend you. Furthermore, 40% would then visit a competitor site after a bad mobile experience on yours.

If you need help in making your website mobile and tablet friendly,  check out my previous blog post!

--

As always, follow @activengage and @kettyc for marketing tips, live chat updates, and more! 




















 

Blogs are more influential than social networks in shaping consumers’ opinions and purchase decisions, according to Technorati’s 2013 Digital Influence Report.

Even so, brands seem to be investing more on other social channels, particularly Facebook, than on blogging

When making decisions about what to buy, consumers rank blogs as the third most influential digital resource (31.1%), behind retail sites (56%) and brand sites (34%).


In fact, blogs were found to be the fifth-most trustworthy source overall for information on the Internet. YouTube, Facebook and Google+ are the most popular social properties for consumers.

With the big investments brands are making on the social platforms, consumers said keeping up with a company’s activities and learning about products and services were the top reasons for following brands on Facebook, Twitter, YouTube, Pinterest and Instagram.

In short, where brands are spending is not fully aligned with how consumers are seeing value and being influenced.

Why do consumers follow brands?
Consumers engage with brands via social networking sites for various reasons:

• Facebook users tend to “like” brands to learn about products and services (56%), keep up with brand-related activities (52%), and for sweepstakes and promos (48%); some 32% interact with brands to provide feedback.

• Twitter users follow brands mostly to keep up with brand activities (57%) and learn about products and services (47%); some 27% do so to provide feedback.

• YouTube users engage with brands mostly to learn about products and services (61%), keep up with brand-related activities (41%), and provide feedback (23%).

• Pinterest users follow brands primarily to learn about products and services (56%), keep up with brand activities (35%), and for sweepstakes/promos (28%).

• Instagram users follow brands to keep up with brand-related activities (41%), learn more about products and services (39%), and make purchases (27%).

Dealer Takeaway:
Blog, blog, blog! Then share your blog on social networks! Seriously! Why aren’t you blogging yet?

Blogs are more influential than social networks in shaping consumers’ opinions and purchase decisions, according to Technorati’s 2013 Digital Influence Report.

Even so, brands seem to be investing more on other social channels, particularly Facebook, than on blogging

When making decisions about what to buy, consumers rank blogs as the third most influential digital resource (31.1%), behind retail sites (56%) and brand sites (34%).


In fact, blogs were found to be the fifth-most trustworthy source overall for information on the Internet. YouTube, Facebook and Google+ are the most popular social properties for consumers.

With the big investments brands are making on the social platforms, consumers said keeping up with a company’s activities and learning about products and services were the top reasons for following brands on Facebook, Twitter, YouTube, Pinterest and Instagram.

In short, where brands are spending is not fully aligned with how consumers are seeing value and being influenced.

Why do consumers follow brands?
Consumers engage with brands via social networking sites for various reasons:

• Facebook users tend to “like” brands to learn about products and services (56%), keep up with brand-related activities (52%), and for sweepstakes and promos (48%); some 32% interact with brands to provide feedback.

• Twitter users follow brands mostly to keep up with brand activities (57%) and learn about products and services (47%); some 27% do so to provide feedback.

• YouTube users engage with brands mostly to learn about products and services (61%), keep up with brand-related activities (41%), and provide feedback (23%).

• Pinterest users follow brands primarily to learn about products and services (56%), keep up with brand activities (35%), and for sweepstakes/promos (28%).

• Instagram users follow brands to keep up with brand-related activities (41%), learn more about products and services (39%), and make purchases (27%).

Dealer Takeaway:
Blog, blog, blog! Then share your blog on social networks! Seriously! Why aren’t you blogging yet?