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Mon, 2018-05-21 09:44 / By Alex

Email Personalization is Key

Email marketing can be an effective tool for organizations – even automotive. Emails can help you form a connection with both customers and potential buyers in a cost-effective way.

Don’t believe us? Here are a few quick stats:

  • According to statistics gathered from dealerships nationwide, those who use email marketing are seeing tangible results—increased ROI, sales and customer bases. 
  • Personalized emails improve click-through rates by 14% and conversion rates by 10% (Aberdeen Group).
  • 51% of all email is opened on a mobile device (Litmus).

As you can see, email marketing can have a big impact on your database lists. But it’s important to avoid taking the “one size fits all approach” with your emails. You want to be sure your emails are targeted and personalized to your potential customers to drive sales and service to your dealership.   

So how can you personalize your emails?

  1. Start With Your Subject Line – per Campaign Monitor, emails with strong, personalized subject lines are 26% more likely to be opened. What makes a good subject line? It is clear-cut, short, and intriguing. Try to keep it to fifty characters or less (including the space between words) or the content may get cut off.
  2. Use Dynamic Content – as aforementioned, it’s never good to take the one size fits all approach to your emails. Email segmentation allows you to control your messaging and set up your emails so that you can serve different content to different groups of potential buyers. It’s as simple as creating several lists for your sales and services customers, i.e. prospects, inactive, active, etc. and creating unique content to send to them.  
  3. Keep Your List Up to Date – speaking of lists, be sure yours are up to date. With the help of your marketing agency, your email lists will be clean and accurate to drive the best results for your campaign. It’s also important to maintain your dealership’s lists, for example, update those who have gone from prospect to customer.
  4. Strong Call To Action – typically, the end goal for your emails is to have your buyers do something - click or call to schedule an appointment, take advantage of a one-time offer, etc. The verbiage you use to get buyers to do that thing is a Call To Action, or CTA. These are important to include in all your dealership’s marketing messages, including email. How can you be sure your call to action will resonate?  By making it relevant to your audience (customer vs. prospect), by using active voice (click, call, stop by, schedule), and by making it time-bound (now, today, before Friday).

For more tips on how Ross Media can leverage your email marketing for your dealership, contact Alex Woodward today!