Automotive Digital Marketing

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Turbo Tip #6 Put the "Email Blast" in the Past! For years car dealers have relied heavily on the ability to "Email Blast" their customer base at will. Sometimes blasting them multiple times a month. These email blasts amount to "Tra-Digital or Push Marketing" tactics and are becoming far less effective than most dealers realize. The email blast has virtually no analytics or reporting and often become SPAM or even result in an email service provider blacklisting a dealers email server. Many email service providers are beginning to use "Interest" as a criteria for SPAM, which means they are looking at whether or not your customers are "Interacting" with the email marketing pieces that you send them.

When car dealers employ a more efficient and engaging email marketing strategy they will be able to see the consumers preferences and market to them in a much more effective way. e-Newsletters that are published on their own unique URL and provide rich reporting analytics are a prime example of a consumer friendly email marketing strategy that will enable dealers to engage with their customers and build retention and loyalty in both sales and service.

Contact: Rob Fontano
Twitter: @RobFontano

EDITOR'S NOTE: I have always respected Rob Fontano's marketing savvy and thought leadership... In this video he discusses issues around using broadcast email blasts to car dealership customer bases. I was so impressed with the wisdom in Rob's video message that i just had to share it with everyone I can... Many thanks to Rob Fontano for a truly thought provoking perspective on using bulk email blasts.

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Views: 460


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Comment by Bruce Etzcorn on May 13, 2012 at 7:30pm

@Ralph, I'm glad you re-posted this.

@Rob, your message is great and I'm glad to know there is someone else that shares the same point-of-view about email marketing. Nobody wants to be "blasted".

To be clear, not all email marketing is bad. For example, I receive emails from Amazon from time to time sharing some products "I might be interested in" and news of sales from a particular department of their store. I look forward to these emails. Why? Because they are sending me relevant information that I am (for the most part) interested in. They are using my browsing data as well as my preferences to create a tailored marketing piece that is unique. 

It all comes down to segmentation. If dealers wanted to do this right, they would start building a double opt-in email list by asking customers at the time of service to join and group these people by interest as service, parts, [year] [make] [model] purchase, etc. This data can be used to "talk" to your customers intelligently and market to them as time goes on. You'll see low opt-outs and probably see them back in your dealership if your incentive is good enough.

Instead, like clockwork, we throw up on our customers every month and hope they find something relevant... but they never do.

To end on a personal note, the dealership I bought my wife's car from had asked me to be on their mailing list at the time of purchase. I gladly agreed looking forward to a great perk for the purchase, an email telling me how to use certain features of the vehicle or even just the phone number I need to call and schedule service. Instead, I get a "Hurry into [dealership] for our Back To School Sale! 1.9% interest on all [make]'s!". What's worse, no unsubscribe link anywhere.


Comment by Karla Pincott on May 13, 2012 at 1:06pm

Thanks for posting, Ralph. Don't worry about the email send if it's about Rob Fontana's messages ... they're a blast in the very best sense of the word.

Comment by Ralph Paglia on May 12, 2012 at 9:57pm

BTW, the irony of me blasting an alert about this video out across so many email based channels has not been lost on me... Do what Rob says, not what Ralph does!

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