Professional Community for Car Dealers, Automotive Marketers and Sales Managers
Like many people, worthless emails reach our inbox every single day. Recently, there has been one common theme that every piece of spam or advertisement email has in common. That is the email Header.
It is very commonplace to insert a Header into all dealership emails. The majority of mystery shop responses we receive include the dealership’s header emblazoned across the top. While we understand that it immediately brands your dealership to the person opening the email, we believe their time has passed. Headers have simply become synonymous with junk mail and automated responses.
So we at DealerKnows Consulting are advising our clients to remove the dealership headers from their emails. (This can often be done with the click of a button inside your CRM, but contact their support if you need assistance as to how to do this.) Whether it be automated or not, a personal response or otherwise, don’t force a prospect to scroll below a header to read your message.
Instead, insert a small version of your company logo/brands/address into your team’s email signature. If the prospect sees an image below, maybe they’ll be intrigued to look below and review more of the email rather than less.
The one caveat with this is detailed html templates and “first quote” emails with multiple graphics, scenarios, images, and the like. When assembling and sending these heavy-on-html templates, that have borders, it is customary to continue including a small banner across the top.
We haven’t read any data associated with the removal of headers, it is just our personal taste that spurred this blog. Since this is the first we know of anyone combatting their necessity, maybe we just beat others to the punch, but we feel it is time to decapitate the top from your emails. That is why DealerKnows is proclaiming…”Off with their Headers.”