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From time to time I go to different dealers websites and submit leads because I'm curious about what ILM/CRM software they use and/or what they are doing for their lead follow up process. So I get random emails all the time.
Yesterday I got an email from a dealership in New York (screen shot of email at the bottom). It was just blank! Why? Because gmail and most email programs don't show images unless you click the "display images" button. (more about this below)
After I click the button to display the images it showed me one image that was 768 kilobytes. Yikes!
So there are some serious problems with taking your beautiful print ad and simply slapping it an email and blasting it to your entire customer base.
1. Email clients don't show images by default (more about why this is next)
2. If there are only images and they can't be seen, your email will look blank and quickly be discarded by the reader.
3. A lot of people check their email on their phones. So you need to send them something they can READ!
4. Emails with nothing but an image in them are more likely to be caught as SPAM!
OK, so why do email clients block images?
Whenever an image is loaded it has to be loaded from somewhere. That somewhere is almost always some company's web server. Because of that, they can track when you are downloading the images and therefore know you are reading the email and that your email address is good. Spammers use to these sort of techniques to email millions of people. Then, when they open the emails and view the images, BINGO!, they know your email address is real and that you enjoy reading spam!
Some CRM systems like ours also use this image trick to know when people read emails. So we can alert our CRM users that people are reading their emails. Odds are if they are online reading their email, they are sitting somewhere next to a phone as well... perfect time to call them when you know they just opened your email! It's also useful to see that people keep reading your emails but won't take your phone calls.
So keep this in mind as you send mass emails to your customer bases!
Chief Technical Officer
Automotive CRM Software provider