Emails are one of the most effective marketing medium in this modern era of internet. The structure and design of effective emails is therefore critical to the success of an email and digital marketing campaign. In particular the automotive sector has responded to this requirement rather smartly. Still there is much to be learnt.
Let me explain it like I am going to the Ice Cream Bar on the corner. Emails come in different shapes and flavors. You will have the plain Vanilla flavored ice cream ball in a cone, which I most likely compare to the 1 to 3 sentence email you’ve received from other sales people or you may even have written these ones in the past to customers like
“Thanks for your email. Yes, the "Rabbit" is still available. Which color do you want?”
Now let’s go ahead and place another ice cream order. This time we are topping the plain Vanilla with Hot Fudge sauce…uh, I just can smell it and actually I am ready for one. This Hot Fudge Sunday has still the same ingredients (plain Vanilla) but we were able to tweak it to make it more attractive looking and I hope it tastes better, too. Now, in comparison to an email response to my customer this “hot fudge sundae” will engage more with the customer…
“Hello B. I am just got your inquiry on the widget and must have to say “excellent choice” on your site. This "Rabbit" was our top-selling product for 2 years in the row here at XYZ and your timing couldn't have been better, we still have a couple of these tremendous rides available. How soon do you want to get seen in it, etc…?”
– You get the idea, right? Trying to engage more, working your soft skills through this “cold” medium called “email”.
And last but not least let’s make out of this Hot Fudge Sunday you are holding in your hand the all-star ranking “Banana Split”. Wouldn't you agree that the whole picture suddenly changes into more excitement with adding a bright-yellow, beautiful Banana, topping the whole with bright white, fluffy Whip Cream, and some intense red cherry topping. What has happened suddenly to our plain vanilla cone? Yep, here we go. Putting the same approach of "designing" the ice-cream to the task now focussing on our outgoing email message, and suddenly you, too have your "Banana Split Response Email": You need to add Bananas (Picture or Graphics), Whip Cream (links and hypertext in your messages) and cherries (call-to-action buttons like INVENTORY, SPECIALS, FINANCING)... –
“Hello B. perfect choice of yours to go with the "Rabbit" Stock #123 (insert a photo). You know there is a lot of commotion going on since we went online with our "Rabbits Specials" (Link to your website) and since the car magazine XYZ wrote about it (Link to the media the vehicle was reflected in. Use the _blank code for opening another page). Let me ask you quick this couple of questions: Which color would not work for you and do you think that an extensive "Rabbit" test-drive is important to you? If so, I've attached for you a MapQuest link to our location and we'll have the car reserved - ready for the Demonstration. Please let me know how you would like to proceed…etc.”
Now…could you see and even taste the bananas, whip and cherries???