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Personalization is the key. If you are blanketing the masses with the latest vehicle incentives, then you may have a hard time personalizing the message. However, if you are operating at a high-level of email proficiency, you are most likely sending smaller, targeted email blasts instead of the mass blasts from the past.
Successful personalized subject lines usually include the first name of the individual you are emailing. Most automotive CRMs have this capability, and you should be taking full advantage of it. The other capability most CRMs have is the ability to input the exact vehicle the lead is interested in, along the lines of “Brad, your 2008 Toyota Tundra information.” In my experience, after including the interested vehicle or a personalized name as a default subject line for the first response email to leads, our contact ratio went up 18%.
In the case of an email blast, some of the best open rates have been “Important information from Toyota.” A word of advice, you better make sure your email content matches the subject line, or you may be looking at a high unsubscribe rate. Make small, personalized email blasts with personalized subject lines to be effective.
- See more at: http://www.digigo.com/blog/may-2014/accelerate-your-traditional-mar...(1)#sthash.Kv52KGD8.dpuf