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Are Your Dealership's Emails Ready to be Opened on a Mobile Device?

I've written a lot about the importance of having a mobile friendly auto dealership website given the increase in smart phone usage, but when your dealership sends emails, are you also taking mobile into consideration?


A recent study by Knotice, an on-demand marketing software and agency, shows that 36% of emails were opened on a mobile device (tablet & smartphones) during the first quarter of 2012. This is up from 27% in the fourth quarter of 2011.  If this pace continues, half of all consumers could be reading emails on their mobile devices by this time next year.


Just as you need to make sure that your website content is optimized for mobile phones, make sure your emails are compatible for mobile devices too. Provide a plain text option, or at the very least, add text/tags to images and videos so that users will know what they are even if they don't see them. 


Testing is huge here - so send your emails to yourself and others to look at on your mobile devices.  Make sure that you are able to track your email key performance metrics (opens, bounces, reads, clicks, visits, leads, etc) at the device level, so that you can see whether the changes and improvements that you make to your email campaigns are meeting your goals.


Since over a third of emails are already being read on mobile devices, shouldn't you at least make sure they look the way you want them to?

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Tags: email, email marketing, mobile, mobile marketing


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Comment by Stan Sher on September 30, 2012 at 7:21am

Great post.  However, there are still so many dealers out there that still need to master the basics.  This includes using proper subject lines that do not send the email to spam.  This also includes having quality content instead of a huge sales pitch.  How about using spell check?

I got an email blast from a dealer yesterday that contacted me about helping build a BDC about 4 months ago.  Nothing happened because he felt that my services were too expensive.  He decided to hire someone that he interviewed as a BDC Manager and put them on board.  He figured this would solve his problems and the need to invest in what I can really do for him was not there.  Well I submit leads to see how this new manager is and I still get the same poor response times, spammy email templates that I see in my junk folders and improper spelling.

The point is that email templates need to be constantly monitored, measured, and updated.  Smartphones are huge today and there needs to be mobile accountability as well.

Comment by Scott Dennison on September 27, 2012 at 11:11am

Ali, do you have a lead response template you prefer for mobile.  I have to build my own templates, ADP crm does not provide any. Hint to ADP we could use some help here.

Comment by Ali Amirrezvani on September 27, 2012 at 7:58am

Thanks Ralph & Mark!  It really is a simple thing that can get lost in the long list of things dealers are trying to accomplish - but is well worth the effort!

Comment by Mark Crosby on September 27, 2012 at 5:48am
Great post Ali. This is something I suggest to all of my clients. Its not difficult to do, its just another change we have to make from the usual habits we have become used to. The businesses that adopt these changes will see better response rates.
Comment by Ralph Paglia on September 26, 2012 at 11:59pm

With so many people receiving their email on smartphones and tablets, this is an important consideration that dealers need to start putting more focus on... Thanks for an excellent post!

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