Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Maddy Low

Maddy Low Community Manager

Exclusive Blog Posts

5 Modern Work Perks That Can Boost Employee Productivity

5 Modern Work Perks That Can Boost Employee Productivity

Modern companies know that they can no longer measure productivity through analytics alone. They also can’t think that every single employee is going…

3 Reasons to Avoid Saying: "I will put my hands on the vehicle and call you back"

3 Reasons to Avoid Saying: "I will put my hands on the vehicle and call you back"

How many times have you heard someone say this "I am going to run outside, put my hands on the vehicle, and call you right back"? Seems like a gr…

Service Sales are Good, But You Can Do Better

Service Sales are Good, But You Can Do Better

The first quarter of 2017 is in the books and the second quarter is almost wrapping up. As service departments go, it’s always a steady flow of g…

5 Things Auto Taught Me - Illustrated With Memes

5 Things Auto Taught Me - Illustrated With Memes

I started working in the car industry fresh out of college, doing marketing and website updates and design. I had no idea what I was getting into when I wa…

How to Qualify Customers Buying a Car

How to Qualify Customers Buying a Car

Qualifying and identifying problems are very important to helping the customer choosing to buy from you. It is bigger than just the vehicle...it's about th…

The Gap In Email Success – Part 1

Yes Lifecycle Marketing recently released a study about the gaps in email marketing. I took this research and have created a three part series on improving your email marketing by closing these different gaps. The first gap in email marketing is between subscriber RESPONSE and subscriber ENGAGEMENT.

Open rates have remained consistent over the past 3 years, but click rates and CTO rates are on a downward spiral. Unique click rate has gone down 15 percent year over year, and CTO rate has gone down 12 percent year over year. What do these numbers tell us? They say there’s a growing gap between response and engagement. Customers are opening emails as frequently as ever, but they’re not engaging and converting.

In the auto industry specifically, there is an 11.1% open rate, a 1.3% click rate, and a 8.7% click to open rate. The rates in the auto industry are better than in many other industries, but there still seems to be a major disconnect.

So how can you start improving? Brands often find success by using specific taglines many times in their marketing, so that when customers are ready for an oil change or for a new car, they’ll remember your consistent marketing.

Another easy way to work on your email marketing is by evaluating the day of the week that you send emails. Many studies show that Friday and Saturday are actually some of the best days for conversions, so that may be something to take into consideration.

I recommend always personalizing emails by name; consumers have come to expect this.

Studies also find that holiday and event emails give you a large advantage as they create a sense of urgency.

Trying these things and even being more aware of the disconnect between response and engagement can help you work on your email strategy, and drastically improve it.

 

 Unlock all of the community & features  Join Now