Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
It is highly likely that the vast majority of emails that your dealership is sending to customers and prospective clients are being opened on a mobile device. Reports show that mobile email clients are set to surpass desktop and webmail client usage by the end of 2012.
The reports also show that mobile email usage jumps on weekends, when most people are away from work computers. What is even more startling is that 63% of Americans will close or delete an email that is not optimized for mobile and a very low number will open and read an email on both a mobile and desktop devices.
So are your dealerships email templates obsolete? The very templates that you painstakingly edited and tweaked to perfection. I decided to randomly shop several dealers from around the country and was not at all surprised by what I found.
First I did not receive any email responses or follow up that appeared to take mobile use into account on any level. I did not review these emails for content, I was mainly interested in how easily readable or digestible they appeared on my phone screen. I also looked for ease of engagement. Most of the emails that I got were extremely wordy and dense; clearly laid out with the expectations that they would be read on a full sized screen. Some were filled with content taken from the dealers "Why Buy" or "About Us" pages.
I would recommend that Internet Managers send themselves their own templates to objectively review on their own mobile devises. These templates should be tested across phone types and carriers. It may even be advantageous to send them to friends and family outside of the auto industry for more unbiased feedback, a technique that I always found effective back in my template building days.
Here are some design tips that will help your templates be more mobile friendly: