Tuesday, December 15, 2009

Email Marketing & Email Campaigns

As email marketing becomes more and more popular it's becoming clear there is a lot of confusion regarding this medium. Many companies offer email campaigns of one kind or another, here are the breakdown on the most popular - and the two kinds we offer here at Tri Auto. Database Email Marketing I'm calling this part "marketing" because it's not just a single advertising campaign, it should be a long term marketing effort aimed at continuing name recognition & goodwill to your client base.
  • The email list is provided by the dealership, it can be pulled out of your DMS, CRM or from Marketvision data from previous sales.
  • The email comes directly from your dealership.
  • The message of the email can vary based on who the customer is. For example, you could segment your list into recent buyers, buyers 3+ years or older & service customers. The recent buyers could receive new vehicle tips, accessory info & an incentive for the service or detailing department. The buyers from several years ago would likely receive sales info, special incentives on vehicles similar to what they own, or a buyback offer. ...you get the picture.
  • It is also common to keep in touch with all past leads & customers through a monthly newsletter that works in all departments of the dealership along with some warm & fuzzy content like recipes, automotive tips, local news, etc.

Saturation Email Campaigns

  • The email list is provided by us. We let you know how many emails are available & legally opted in around your dealership and you choose what zip codes to email.
  • The email comes from a third party, but has whatever you like in the subject line.
  • The email message has to be the same for all recipients.
  • Typically dealers use this type of campaign in one of two ways: in collaboration with a specific direct mail sale or promotion or monthly as an inexpensive way to keep their name out there.

Email marketing doesn't typically draw huge responses immediately to the dealership. It's just one more tool that can be added to a well rounded marketing campaign.

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