Dealerships today spend most of their marketing budgets on acquiring new customers. Those ads in the newspapers aren’t really meant for current of past customers, they are meant to attract new customers. The cost of customer acquisition ranges from 6 to 10 times more than the cost of customer retention, so what can your dealership do to increase customer retention?

Here are five great places to start.

1. Processes –Are your processes customer-friendly or are they focused on efficiency? What parts of your processes are your customers complaining about? Examine your processes and put yourself in their shoes. If this were a process you had to go through, would you like it? No matter what the process is for, make sure that your customers know what it is in advance and listen to them when they tell you which parts they don’t like, then make changes accordingly.
2. Reciprocity – The law of reciprocity states that people “respond to a positive action with another positive action”.  In business, reciprocity as related to customer retention usually refers to going above and beyond for your customer. In return, they will reward you with repeat business. Positive actions don’t have to cost money. They can be anything from a kind word to opening the car door for them when they arrive. Have crayons & coloring books handy for the parents bringing their children in with them. Small things sometimes make big impressions. Use this to your advantage in all departments of your store.
3. Exceptional customer service – Ensure that your customer’s experience is world-class customer service from the moment they become your customer throughout the entire relationship. This will keep your customers loyal. Emphasize customer service in all your processes, in every department and to every employee. Make no mistake; the smallest error can cost you a customer. Train your staff the importance of providing exceptional customer service and hold them accountable. There is no easier way to increasing customer retention than providing an experience that customers cannot get anywhere else.
4. Quality Is Better Than Speed – Many businesses assume that the faster the service, the better the customer perceives it. According to an article by Gallup, “If the goal is to create strong bonds that ensure customer retention, companies must focus on activities that create and sustain the customer relationships, not just on those that enhance company efficiency.” Slow down and take time to really listen to your customers. They will be the ones that inevitably decide whether your business thrives or not. Make sure that your work is top-quality.
5. Know Your Customers – As simple as this sounds, it’s the one area where many businesses fail. There is nothing more impressive than going into a business and being greeted by your name. People like to be remembered. It makes them feel special. There is no easier way to prove to a customer that you value their business than by knowing who they are. Encourage your employees to take the time to get to know your customers. Make them more than just a name in your computer. They will notice and will be impressed. In today’s busy world, everyone is in a hurry. Be the business that’s more interested in getting to know them than the one looking to get rid of them the fastest.

There are other ways to increase customer retention including customer loyalty programs, customer appreciation events and special offers. However, by focusing on these five areas, you will improve your customer retention rate simply by being a place customers want to visit, rather than a place they need to go.

Dealerships today spend most of their marketing budgets on acquiring new customers. Those ads in the newspapers aren’t really meant for current of past customers, they are meant to attract new customers. The cost of customer acquisition ranges from 6 to 10 times more than the cost of customer retention, so what can your dealership do to increase customer retention?

Here are five great places to start.

1. Processes –Are your processes customer-friendly or are they focused on efficiency? What parts of your processes are your customers complaining about? Examine your processes and put yourself in their shoes. If this were a process you had to go through, would you like it? No matter what the process is for, make sure that your customers know what it is in advance and listen to them when they tell you which parts they don’t like, then make changes accordingly.
2. Reciprocity – The law of reciprocity states that people “respond to a positive action with another positive action”.  In business, reciprocity as related to customer retention usually refers to going above and beyond for your customer. In return, they will reward you with repeat business. Positive actions don’t have to cost money. They can be anything from a kind word to opening the car door for them when they arrive. Have crayons & coloring books handy for the parents bringing their children in with them. Small things sometimes make big impressions. Use this to your advantage in all departments of your store.
3. Exceptional customer service – Ensure that your customer’s experience is world-class customer service from the moment they become your customer throughout the entire relationship. This will keep your customers loyal. Emphasize customer service in all your processes, in every department and to every employee. Make no mistake; the smallest error can cost you a customer. Train your staff the importance of providing exceptional customer service and hold them accountable. There is no easier way to increasing customer retention than providing an experience that customers cannot get anywhere else.
4. Quality Is Better Than Speed – Many businesses assume that the faster the service, the better the customer perceives it. According to an article by Gallup, “If the goal is to create strong bonds that ensure customer retention, companies must focus on activities that create and sustain the customer relationships, not just on those that enhance company efficiency.” Slow down and take time to really listen to your customers. They will be the ones that inevitably decide whether your business thrives or not. Make sure that your work is top-quality.
5. Know Your Customers – As simple as this sounds, it’s the one area where many businesses fail. There is nothing more impressive than going into a business and being greeted by your name. People like to be remembered. It makes them feel special. There is no easier way to prove to a customer that you value their business than by knowing who they are. Encourage your employees to take the time to get to know your customers. Make them more than just a name in your computer. They will notice and will be impressed. In today’s busy world, everyone is in a hurry. Be the business that’s more interested in getting to know them than the one looking to get rid of them the fastest.

There are other ways to increase customer retention including customer loyalty programs, customer appreciation events and special offers. However, by focusing on these five areas, you will improve your customer retention rate simply by being a place customers want to visit, rather than a place they need to go.

In today’s world of constant noise, it’s more difficult than ever to market your dealership. Dealers are constantly trying to guess where the best ROI is when considering how to spend marketing dollars. How much money do I invest in traditional marketing? Online marketing? Direct mail marketing? The rep from each medium will tell you that their media is the best to use for your dealership marketing. Dealerships are in competition with their competitors within their DMA for airtime and attention, and even their OEM.

With the cost to acquire a new customer increasing each year, how you choose to spend your dealership marketing budget becomes even more important. I know dealers that have chosen very different routes. Some chose to have no traditional marketing and are all digital. While others are at the opposite end of the spectrum with no digital marketing at all and insist on “old school” methods of marketing. I’ve actually heard stories of a dealership that seriously debated whether they should get rid of their website and buy an inflatable gorilla for the building.  And I am not joking; I really did hear this.

Marketing your dealership is always going to be tough. The key thing is to know what method is getting results and returning the best ROI for your dealership. With a little investigation, and with proper tracking, it is possible to zero in and be much more accurate about what’s working for your dealership.

By utilizing your own reporting and learning some easy tricks, the process is actually quite easy to manage.

Here are three things that you can do to get a more accurate idea of what’s working for you.

1. Use call tracking. I’ve yet to see a dealership that does not have a pretty busy switchboard. There are still many consumers who opt to pick up the phone rather than submit a lead online. Many advertising sources will provide some tracking statistics for you. However, even if they do, have your own service. Rely on the statistics that your own service provides you.
2. Have different offers on each medium. It’s okay to have an oil change coupon included in your dealership marketing plan. However, don’t fall into the trap that many dealers do and have the same offer on every media. Change up the offer. By having different offers, you can better track which offers are working and which of your advertising mediums are actually generating business.
3. 3.    Make the coupon printable and required. Too many dealerships that have offers, either online or in traditional print, are not requiring the customer to present the coupon. In addition, I’ve seen many service advisors who will actually offer the coupon to the customer who doesn’t even know it exists. By allowing this, you completely negate your ability to track which offers from which ads are actually working. You may also be unnecessarily costing yourself money. If you want an “offer” specifically available to that service customer who inquires about one in the service drive or over the phone, create some specifically for those people. Make your advisors and cashiers accountable for the redeemed offers during the end of day cash reconciliation.

By implementing these three items into your dealership marketing plan, you’ll be able to easily monitor the results. This includes not only tracking your offers; but also the mediums in which those offers were delivered to the customer. With this information, you’ll be able to make better decisions and be able to shift money to the offers and mediums that deliver the best ROI.

In today’s world of constant noise, it’s more difficult than ever to market your dealership. Dealers are constantly trying to guess where the best ROI is when considering how to spend marketing dollars. How much money do I invest in traditional marketing? Online marketing? Direct mail marketing? The rep from each medium will tell you that their media is the best to use for your dealership marketing. Dealerships are in competition with their competitors within their DMA for airtime and attention, and even their OEM.

With the cost to acquire a new customer increasing each year, how you choose to spend your dealership marketing budget becomes even more important. I know dealers that have chosen very different routes. Some chose to have no traditional marketing and are all digital. While others are at the opposite end of the spectrum with no digital marketing at all and insist on “old school” methods of marketing. I’ve actually heard stories of a dealership that seriously debated whether they should get rid of their website and buy an inflatable gorilla for the building.  And I am not joking; I really did hear this.

Marketing your dealership is always going to be tough. The key thing is to know what method is getting results and returning the best ROI for your dealership. With a little investigation, and with proper tracking, it is possible to zero in and be much more accurate about what’s working for your dealership.

By utilizing your own reporting and learning some easy tricks, the process is actually quite easy to manage.

Here are three things that you can do to get a more accurate idea of what’s working for you.

1. Use call tracking. I’ve yet to see a dealership that does not have a pretty busy switchboard. There are still many consumers who opt to pick up the phone rather than submit a lead online. Many advertising sources will provide some tracking statistics for you. However, even if they do, have your own service. Rely on the statistics that your own service provides you.
2. Have different offers on each medium. It’s okay to have an oil change coupon included in your dealership marketing plan. However, don’t fall into the trap that many dealers do and have the same offer on every media. Change up the offer. By having different offers, you can better track which offers are working and which of your advertising mediums are actually generating business.
3. 3.    Make the coupon printable and required. Too many dealerships that have offers, either online or in traditional print, are not requiring the customer to present the coupon. In addition, I’ve seen many service advisors who will actually offer the coupon to the customer who doesn’t even know it exists. By allowing this, you completely negate your ability to track which offers from which ads are actually working. You may also be unnecessarily costing yourself money. If you want an “offer” specifically available to that service customer who inquires about one in the service drive or over the phone, create some specifically for those people. Make your advisors and cashiers accountable for the redeemed offers during the end of day cash reconciliation.

By implementing these three items into your dealership marketing plan, you’ll be able to easily monitor the results. This includes not only tracking your offers; but also the mediums in which those offers were delivered to the customer. With this information, you’ll be able to make better decisions and be able to shift money to the offers and mediums that deliver the best ROI.

When we hear the term “Fixed Ops” we think of something that cannot be changed. The concept of Fixed Ops is that they depend on the result of the variable operations within a dealership. The goal is that as car sales rise, so will service revenue. However, your service revenue can move up the charts without having to depend on your sales. Here’s how:

By marketing your service department to existing customers AND new prospects you can increase customer retention and gain new customers through what might have been a lost sale through your CRM.

Here are 6 Tips to make your fixed ops not so fixed:

1. Offer a Loyalty Rewards Program. Reward Members Spend 11% More Annually On Service When Participating In A Rewards Program. By rewarding your customers for returning, you let them know that they are valuable and they feel better about the fact that they are getting a discount for returning. 98% Of Customers Who Join A Rewards Program Provide An Email Address. What better way to build your email database for marketing specials in the future?

2. Offer a Pre-Paid Maintenance Program. By offering your customers the option of a pre-paid maintenance plan you take away the anxiety of the service bill and gain on average, a 35% Service visit increase.

3. Offer Monthly Specials. When a customer comes in for service and finds out that they need a timing belt and all fluids replaced, they may have a semi-meltdown at your desk. But if you have a special coming up the next month that will offer them some relief, they will be more likely to return for a major service.

4. Send Service Reminders to Your Customer Base. Set up automated messages that go out to your service customers who have not been in for 3, 6 and 9 months. Be sure that you are not emailing the same customer multiple times. Also, track what emails are working and which ones need revision. It is important that anytime that you market your company, you track the results.

5. Send monthly special emails. Send out monthly specials to your service customers AND Sales prospects within your CRM. Most sales leads purchase AFTER 60 days, which means you have time to build a strong relationship with them. By converting a slow buyer to a service customer you will build a relationship of trust and secure a sale in the future.

6. Coupons. Women make up 73% of service customers. We all know that women love coupons. Some women will buy something JUST because they have a coupon. So, give your customers a 10% off coupon when they spend a certain amount to use on their next visit and be sure to include coupons on your service page and in all of your email communications.

By taking the time to strategize a marketing plan for each month of the year, you can optimize your service revenue and continue to grow your customer base.

What programs have you implemented to help grow your fixed ops revenue?

When we hear the term “Fixed Ops” we think of something that cannot be changed. The concept of Fixed Ops is that they depend on the result of the variable operations within a dealership. The goal is that as car sales rise, so will service revenue. However, your service revenue can move up the charts without having to depend on your sales. Here’s how:

By marketing your service department to existing customers AND new prospects you can increase customer retention and gain new customers through what might have been a lost sale through your CRM.

Here are 6 Tips to make your fixed ops not so fixed:

1. Offer a Loyalty Rewards Program. Reward Members Spend 11% More Annually On Service When Participating In A Rewards Program. By rewarding your customers for returning, you let them know that they are valuable and they feel better about the fact that they are getting a discount for returning. 98% Of Customers Who Join A Rewards Program Provide An Email Address. What better way to build your email database for marketing specials in the future?

2. Offer a Pre-Paid Maintenance Program. By offering your customers the option of a pre-paid maintenance plan you take away the anxiety of the service bill and gain on average, a 35% Service visit increase.

3. Offer Monthly Specials. When a customer comes in for service and finds out that they need a timing belt and all fluids replaced, they may have a semi-meltdown at your desk. But if you have a special coming up the next month that will offer them some relief, they will be more likely to return for a major service.

4. Send Service Reminders to Your Customer Base. Set up automated messages that go out to your service customers who have not been in for 3, 6 and 9 months. Be sure that you are not emailing the same customer multiple times. Also, track what emails are working and which ones need revision. It is important that anytime that you market your company, you track the results.

5. Send monthly special emails. Send out monthly specials to your service customers AND Sales prospects within your CRM. Most sales leads purchase AFTER 60 days, which means you have time to build a strong relationship with them. By converting a slow buyer to a service customer you will build a relationship of trust and secure a sale in the future.

6. Coupons. Women make up 73% of service customers. We all know that women love coupons. Some women will buy something JUST because they have a coupon. So, give your customers a 10% off coupon when they spend a certain amount to use on their next visit and be sure to include coupons on your service page and in all of your email communications.

By taking the time to strategize a marketing plan for each month of the year, you can optimize your service revenue and continue to grow your customer base.

What programs have you implemented to help grow your fixed ops revenue?

Statistics show that a customer who has a good experience will tell 4 to 5 people. However, a customer who has a bad experience will tell more than 20. In addition, they will usually leave a negative review to go with that word of mouth to leave a permanent finger pointed at your dealership in a bad way.

Maintaining your online reputation is crucial to new customers and previous customers deciding whether to make you their choice. If you don’t manage complaints and deal with them effectively, you are losing what could be a loyal customer and preventing prospects from ever becoming loyal customers.

But maintaining that reputation doesn’t start online, it starts at your dealership with each and every customer.

Here are 6 Tips to Maintaining a Great Online Reputation:

1. Have someone assigned to monitoring your review sites.

It is important to know what is being said about you in the digital world. By knowing when a negative review is posted, you can have someone handle the complaint immediately, and hopefully have the customer revise their complaint into a compliment, (preferably BEFORE anyone sees the complaint).

2. Know How to Handle Complaints.

Everyone in your dealership should be able to “manage” their own complaints. If you are the only one equipped to handle complaints, this may monopolize your time, thus eliminating the time needed for planning, strategizing and development your department and your dealership.

3. Prevent Negative Reviews with Great Follow-Up.

A follow-up phone call should be made to each and every customer 24 hours after their purchase or service visit to make sure that they are completely satisfied. It is important that the person making these calls have the authority and knowledge to handle complaints and who to assign a customer to should they need to return. Having a minimum wage college student handle this for you may actually cause more miscommunication and dissatisfaction in the long run. Put someone in place that understands how a dealership runs and has a strict guideline for how to handle a complaint.

4. Give Great Customer Service.

I know this one should be a given, but I want to emphasize that great customer service includes knowledge, honesty, quality and sincerity. You can’t just put a smile on your face and expect people to worship you. You have to know your product so that you can answer their questions and gain their trust. Be sincere and let them know that you are there to help them, not rip them off. When you are not sincere, it shows and makes the customer leery.

5. Don’t Be Afraid to Ask for a Positive Review.

A lot of customers don’t even know that you have a review site or even think to post a review unless they are upset. Asking a satisfied customer to post a quick comment about why they love your dealership will give your online reputation a huge boost. Whoever you have making your follow-up calls could request this, or if you have a follow-up email created to go out to customers you could include a link in the email to make it easier for the customer. But it is important that if you include this in an email that you give the customer the option to voice a complaint. This can be a link that will allow them to submit a complaint to the General Manager. Otherwise, only having a link to POST a review could lead to more damage.

6. Know How to Handle a Negative Review.

When a negative review is posted, you need to do damage control and FAST. Before you contact the customer, do your research.

• Who was the advisor and technician or salesperson?
• What did they purchase or what service did they have done?
• Will they need to return to the dealership?
• How long have they been a customer?

When you contact the customer you should know and anticipate what they will say, want and need. Your ONLY goal should be to please that customer, not defend your dealership.

In conclusion, by preparing for complaints and negative reviews and knowing what to do to prevent negative reviews and unsatisfied customers, you will be able to proactively manage and build your online reputation to secure a life long supply of loyal customers.

We would like to know what strategies you have in place to build your online reputation and what you would recommend to our followers. What have you done to build your online reputation?

Statistics show that a customer who has a good experience will tell 4 to 5 people. However, a customer who has a bad experience will tell more than 20. In addition, they will usually leave a negative review to go with that word of mouth to leave a permanent finger pointed at your dealership in a bad way.

Maintaining your online reputation is crucial to new customers and previous customers deciding whether to make you their choice. If you don’t manage complaints and deal with them effectively, you are losing what could be a loyal customer and preventing prospects from ever becoming loyal customers.

But maintaining that reputation doesn’t start online, it starts at your dealership with each and every customer.

Here are 6 Tips to Maintaining a Great Online Reputation:

1. Have someone assigned to monitoring your review sites.

It is important to know what is being said about you in the digital world. By knowing when a negative review is posted, you can have someone handle the complaint immediately, and hopefully have the customer revise their complaint into a compliment, (preferably BEFORE anyone sees the complaint).

2. Know How to Handle Complaints.

Everyone in your dealership should be able to “manage” their own complaints. If you are the only one equipped to handle complaints, this may monopolize your time, thus eliminating the time needed for planning, strategizing and development your department and your dealership.

3. Prevent Negative Reviews with Great Follow-Up.

A follow-up phone call should be made to each and every customer 24 hours after their purchase or service visit to make sure that they are completely satisfied. It is important that the person making these calls have the authority and knowledge to handle complaints and who to assign a customer to should they need to return. Having a minimum wage college student handle this for you may actually cause more miscommunication and dissatisfaction in the long run. Put someone in place that understands how a dealership runs and has a strict guideline for how to handle a complaint.

4. Give Great Customer Service.

I know this one should be a given, but I want to emphasize that great customer service includes knowledge, honesty, quality and sincerity. You can’t just put a smile on your face and expect people to worship you. You have to know your product so that you can answer their questions and gain their trust. Be sincere and let them know that you are there to help them, not rip them off. When you are not sincere, it shows and makes the customer leery.

5. Don’t Be Afraid to Ask for a Positive Review.

A lot of customers don’t even know that you have a review site or even think to post a review unless they are upset. Asking a satisfied customer to post a quick comment about why they love your dealership will give your online reputation a huge boost. Whoever you have making your follow-up calls could request this, or if you have a follow-up email created to go out to customers you could include a link in the email to make it easier for the customer. But it is important that if you include this in an email that you give the customer the option to voice a complaint. This can be a link that will allow them to submit a complaint to the General Manager. Otherwise, only having a link to POST a review could lead to more damage.

6. Know How to Handle a Negative Review.

When a negative review is posted, you need to do damage control and FAST. Before you contact the customer, do your research.

• Who was the advisor and technician or salesperson?
• What did they purchase or what service did they have done?
• Will they need to return to the dealership?
• How long have they been a customer?

When you contact the customer you should know and anticipate what they will say, want and need. Your ONLY goal should be to please that customer, not defend your dealership.

In conclusion, by preparing for complaints and negative reviews and knowing what to do to prevent negative reviews and unsatisfied customers, you will be able to proactively manage and build your online reputation to secure a life long supply of loyal customers.

We would like to know what strategies you have in place to build your online reputation and what you would recommend to our followers. What have you done to build your online reputation?

Targeted e-mail campaigns are still one of the most effective forms of marketing, and marketers say that e-mail is still a strong performer as a generator of both website traffic and revenue. Experian recently released a white paper titled, “E-Mail Market Study: Acquisition and Engagement Tactics.”

E-mail engagement proves your subscribers are interested in your brand and the content you are delivering. Email marketers are using new methods for email engagement and also improving upon older methods to gain a greater understanding of their customers needs and wants.

Here are some interesting facts and best practices from the white paper:

1) Point of Sale is the Best Place to Collect E-mail Addresses

• Seventy-eight percent of retail brands use sales associates to collect email addresses.

   • Thirty-six percent of brands collect email addresses on paper (not recommended due to spelling errors)

  • The majority of marketers (73 percent) source and track email addresses acquired at point of sale differently than other addresses

   • Thirty-three percent of marketers report that more than 25 percent of their customers are willing to provide their email address at point of sale

2) Use Incentive Signs at Your Cash Register A successful example Urban Outfitters used was “Ask to be signed up for our e-mails and receive 10% off your next purchase.” This tactic would be most effective in the service department. Post a sign in your waiting room or at the cash register offering an incentive to sign up for your e-mails.

3) Use Pop-Up Windows Pop-up windows on websites are one of the most aggressive and successful method for e-mail address acquisition. When Sport Chalet installed a pop-up window on their website saying “Sign up for Our E-mails,” they experienced an 84% increase in the total number of valid e-mail addresses and a 39% increase in total opens. If this isn’t an option on your site, offer e-mail opt-ins in several places across your website. Experian finds that above-the-fold opt-in locations perform better than those below the fold.

4) Use Opt-Out Surveys Opt out surveys are used after a customer opts-out of your emails, and can help identify why your customers are dropping off your list. Ask questions like:

   • Do they not like the time of day they’re receiving emails?

   • Have they had a life change that would make them unsubscribe?

  • Do they not like the frequency with which they receive your messages?

  • Do they find your content interesting or useful? The answers to these questions can help steer your program in the right direction

5) Use Subject Line Testing Companies surveyed agreed that subject line testing wins when it comes to results. Over time, if subject line testing is done correctly and consistently, open rates can improve significantly. With today’s sophisticated CRMs, subject line testing on different groups can be accomplished very easily. Every marketer should make this type of testing a common practice.

What are your best practices and recommendations for e-mail acquisition? What has worked and what hasn’t?

Targeted e-mail campaigns are still one of the most effective forms of marketing, and marketers say that e-mail is still a strong performer as a generator of both website traffic and revenue. Experian recently released a white paper titled, “E-Mail Market Study: Acquisition and Engagement Tactics.”

E-mail engagement proves your subscribers are interested in your brand and the content you are delivering. Email marketers are using new methods for email engagement and also improving upon older methods to gain a greater understanding of their customers needs and wants.

Here are some interesting facts and best practices from the white paper:

1) Point of Sale is the Best Place to Collect E-mail Addresses

• Seventy-eight percent of retail brands use sales associates to collect email addresses.

   • Thirty-six percent of brands collect email addresses on paper (not recommended due to spelling errors)

  • The majority of marketers (73 percent) source and track email addresses acquired at point of sale differently than other addresses

   • Thirty-three percent of marketers report that more than 25 percent of their customers are willing to provide their email address at point of sale

2) Use Incentive Signs at Your Cash Register A successful example Urban Outfitters used was “Ask to be signed up for our e-mails and receive 10% off your next purchase.” This tactic would be most effective in the service department. Post a sign in your waiting room or at the cash register offering an incentive to sign up for your e-mails.

3) Use Pop-Up Windows Pop-up windows on websites are one of the most aggressive and successful method for e-mail address acquisition. When Sport Chalet installed a pop-up window on their website saying “Sign up for Our E-mails,” they experienced an 84% increase in the total number of valid e-mail addresses and a 39% increase in total opens. If this isn’t an option on your site, offer e-mail opt-ins in several places across your website. Experian finds that above-the-fold opt-in locations perform better than those below the fold.

4) Use Opt-Out Surveys Opt out surveys are used after a customer opts-out of your emails, and can help identify why your customers are dropping off your list. Ask questions like:

   • Do they not like the time of day they’re receiving emails?

   • Have they had a life change that would make them unsubscribe?

  • Do they not like the frequency with which they receive your messages?

  • Do they find your content interesting or useful? The answers to these questions can help steer your program in the right direction

5) Use Subject Line Testing Companies surveyed agreed that subject line testing wins when it comes to results. Over time, if subject line testing is done correctly and consistently, open rates can improve significantly. With today’s sophisticated CRMs, subject line testing on different groups can be accomplished very easily. Every marketer should make this type of testing a common practice.

What are your best practices and recommendations for e-mail acquisition? What has worked and what hasn’t?