AskPatty NADA Email Presentation


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AskPatty NADA Email Presentation

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AskPatty NADA Email Presentation

  1. 1. How to Effectively Use eMail Marketing T6-3 Sunday, February 4, 2007 11:00 a.m. - 12:15 p.m. Room: N102 Monday, February 5, 2007 8:30 a.m. - 9:45 a.m. Room: N102 Tuesday, February 6, 2007 11:00 a.m. - 12:15 p.m. Room: N102 Peter Martin 6151 Lake Osprey Drive Suite 335 Sarasota, FL 34240 941-870-2254 Peter is considered an industry expert on eMail Marketing and Advertising. His extensive background in the retail automotive industry provides him with a keen insight into advertising and marketing products. During the internet marketing explosion he was the co-host of the Automotive Satellite Television Network show “Net Gain-Success on the Internet”. He is also a regular speaker at the NADA conventions. In 1999 he developed the first video email technology and presently has patents pending on the technology that he first pioneered. Prior to joining AskPatty as well as, Peter was the Business Development Director for DME of Daytona Beach, Florida one of the largest Direct Marketing Firms in the country. Peter was the Director of the ZLEADS division of Zimmerman advertising. Peter has also owned and operated his own advertising and marketing firms, as well as having performed in top level positions in some of the nation’s top automotive agencies. Prepared for 2007 NADA Convention Workshop Program Track 6 : Technology - Combining Clicks & Bricks
  2. 2. The views and opinions presented in the workshop handout material are those of the speakers and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives and their presence on the program is not an NADA endorsement or sponsorship of the speaker or the speaker’s company, product or services. Nothing that is presented during this workshop is intended as legal advice. The purpose of the workshop program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships. Each dealership must make an individual decision, based on its unique facts and circumstances, to adopt or implement specific practices, policies, techniques, or methods of doing business. Consult your attorney regarding the legality of any policy or procedures that your dealership adopts. All convention workshops are copyright 2007 by NADA and may not be used without prior written permission. Participants may not audio-record or video-record the workshops. Prepared for 2007 NADA Convention Workshop Program Track 6 : Technology - Combining Clicks & Bricks
  3. 3. How to Effectively Use eMail Marketing Presented by: Peter Martin President Learning Objectives • How to effectively reach consumers via e- mail. • How to capture e-mail addresses for your customers. • How to incorporate new e-mail technologies into your present marketing. 1
  4. 4. In the world of email marketing, talking to millions of people is relatively simple… …the hard part is talking to one. 2
  5. 5. The Value of eMail “On workdays, 53% of business users check eMail six or more times a day.” On average, business users spend 49 minutes per day managing their eMail accounts.” -Garner Report as reported in Digitrends Magazine eMail is # 1 for ROI Survey shows eMail earns the Highest ROI 3
  6. 6. Customer Retention “Loyalty is your best marketing tool.” Automotive News, Nov. 22, 2004 Group 1 is using eMail to increase service business and bring inactive customers back into the dealership. House VS Rental Lists House Lists Rental Lists – Send your offer “blind” to Generally used for people who have agreed retention, to receive 3rd party offers newsletters, etc – opt-in is key here!! Lower cost per – Sole objective has to be contact to collect name for future use Limited only by what you’ve collected – Usually 4-5000 minimum, about customers and $300 - $500 CPM your ability to keep them engaged 4
  7. 7. Lead Providers • Autotrader, autobytel, Dealix, Edmunds, Motor Trend, Woman Motorist,, AOL Autos, Kelley Blue Book, Yahoo Autos, IntelliChoice,, MSN, and hundreds more Internet Leads • Industry studies show that Internet customers who submit leads are serious about buying a car - 42% will so do within a one month, and 68% within three months, according the R.L. Polk 5
  8. 8. Mass eMailings Saturation emailing Target prospects by zip code and send them eMail offers to generate dealership and web site traffic. Drive these consumers to your web site for internet specials for both sales and service. A Walk Ins C (Lead capture taken by Salesperson) Q Potential U Responses I Internet Website Dealership T R Database Entered into •For Looking Users Contest H E •For Test Driving (Self-guided to website containing A lead capture) N •For Getting a Quote P Customer K R Profiles are •For E-Mailing Us O used to create subsequent Y •For Your Interest S Phone Thank You O P Prospects Gather email through messages •For Entering Contest phone interview and U E contest offer C T S The contest incentive provides a “lead capture” form to obtain crucial crucial demographic information as well as an e-Mail address. e- 6
  9. 9. Web Site Leads Real Problem Lead Acquisition Data Capture • Start a dialog Problem: 80% of unique web site visitors will not return to your website. Solution: Include an email address data capture form on the homepage to extend the opportunity for a dialog. 7
  10. 10. Data collection List Building 8
  11. 11. Contests Draw Online Contests Online Contests help you to build an Opt-in database. Visitor fills out Lead Capture Form Email Video Brochure is automatically sent to prospect Lead passed to Dealership 9
  12. 12. Customer Retention ‘It’s always easier and cheaper to keep old customers than find new ones. Dan Lawlor, senior analyst with J.D.Power, eMail allows you to build relationships with your customers and prospects. By sending out personalized emails it will cut through the clutter and maximize your return on investment. Your customers The average dealership has less than 2%of its customers email addresses 10
  13. 13. Average Match Rates Increase your dealerships email house list count by up to 30% Matching Process Your existing customer Your file is matched against our database is sent to eMail permission-based eMail append eMail Matching database. When a match is Matching for processing. solution found, the email address is added to your file. eMail Enhancement At the completion of the eMail matching Process, the A Welcome eMail is sent to your enhanced file is sent customers introducing online back to you. communications to them, Enhanced and giving them an opportunity to Consumer decline receiving any further Database for online communications. Marketing 11
  14. 14. A single email can make or break a relationship 12
  15. 15. SAMPLE ONLY Subtle Branding From the desk of Jack Bernstein Steve, We need to get on top this story about the presidential election scandal. I need 2000 words on my desk by noon tomorrow. Contact Jane Edwards if you have any questions. Regards, Jack Bernstein 8 BEFORE • Spam headline -Preview • Poor logo window placement • No personalization • 5 second test (reject) • Problematic HTML • Poor call-to-action • Poor creative • No quick links • No postal address • No signature found • No unsubscribe 13
  16. 16. AFTER - Preview window • Descriptive headline • Great logo placement • Personalization (name) • 5 second test (winner) • Call-to-action (freebie) • Multiple quick links • Includes signature • Includes postal address • Includes unsubscribe • Includes privacy policy 14
  17. 17. Retain Customers for Life Retain customers with personalized content delivered on a personalized schedule Quick-turnaround customer service with inbox Quick- reply automation & management Deliver affinity-building post-sale content, i.e. affinity- post- product usage tips, instructions, accessory offers, etc. 15
  18. 18. How Many eMails Solution: Problem: Simple, Easy, Fun, #1 reason for unsubscribing is Relevant, irrelevant content. The offer makes me feel good Spamming • Spamming is a big annoyance and a major detriment to the Internet industry. No legitimate business promotes, supports, or approves of spamming in any way. • New laws regarding unsolicited e-mail are currently pending in many states around the country rendering spamming a civil offense under the CAN-SPAM Act of 2003. 16
  19. 19. Bi-Monthly eMails Consistent communications is critical. Send a Service eMail the beginning of the month and a Sales eMail the middle of the month. Average Dealership DMS eMail is the most cost effective way to reach the INACTIVE 61% of the customers in your DMS 17
  20. 20. Service eMail Service Coupons You can have a unlimited number of online coupons. 18
  21. 21. Sales e-Mail on a Pre-Set Schedule Pre- A Service Cycle Offering Jan Feb Mar Apr 1 New Year’s 14 Special: Free Valentine’s Detail Special: New 23 Leasing Easter Promo: Offer Easter Special e-Mail Calendar Sales eMail 19
  22. 22. Use Icons What day time is BEST ? 20
  23. 23. Video eMail • Breaks through the clutter of traditional advertising with “WOW” effect. • Sends video presentations to demonstrate products. • Makes Internet more personal and interesting. Video eMail Sample 21
  24. 24. Retain customers by building brand affinity eNewsletters eNewsletters and special offers are among the most welcomed opt-in emails. 22
  25. 25. Video eNewsletter 23