Secrets of the Inbox - Presentation for Driving Sales Summit - #dses

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Secrets of the Inbox: The New Evolution of Email - A few takeaways for car dealers looking to expand upon their email marketing include:

4 Letters that will sell you more cars this month

How NOT to be one of the 7 out of 8 emails that Yahoo marks as SPAM

Why fake email addresses can KILL your email reputation

What Subject lines will DOUBLE your open rate.

For more articles and presentations, join myself and Malinda from 1to1News.com on DealerRefresh.com

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  • It amazes me – after reading response after response to 100’s of mystery shops I almost NEVER receive response with actual vehicle inventory included. Customers contact you about 1 thing. A vehicle. But yet we want to talk about everything but vehicles in our emails. You’re inventory is your answer to increased response rates for one to one email.
  • Secrets of the Inbox - Presentation for Driving Sales Summit - #dses

    1. 1. Malinda Terreri Jeff KershnerFounder of 1To1News.com Founder DealerRefreshmterreri@1to1news.com jeff.kershner@dealerrefresh.com
    2. 2. Malinda Terreri Jeff KershnerFounder of 1To1News.com Founder DealerRefreshmterreri@1to1news.com jeff.kershner@dealerrefresh.com
    3. 3. • People who use social networks are more likely to be “hyper email checkers” and check email four or more times each day.• Time spent reading commercial email has risen from 23% in 2007 to 30% in 2010.• 74% of all online adults prefer email for commercial messages (compared to direct mail, email is preferred at a rate of 5 to 1). Malinda Terreri (Merckle “View from the Digital Inbox 2011) Kershner Jeff Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    4. 4. Email Service Providers are nowdetermining your inboxdeliverability based upon yoursender reputation. • Yahoo rejects 7 out of 8 emails. • Hotmail rejects 1 out of 3 emails. Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    5. 5. Your Online Reputation is based upon:•Number of unknown users (bounces)•Number of spam traps•Spam complaints•Your open rate•Your engagement / click through rate Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    6. 6. 1. Senderscore.org – Measures your email volume, complaint rates, unknown users.2.Senderbase.org – Delivers a good, neutral or poor rating and any blacklists listings.3.http://postmaster.aol.com/Re putation.php - This tool will let you know what AOL thinks of you with a good, bad or neutral rating.4.SNDS - Windows Live Hotmail Smart Network Data Services is a Hotmail- based report that displays daily delivery Kershner Malinda Terreri Jeff metrics by IP. Founder of 1To1News.com mterreri@1to1news.com Founder DealerRefresh jeff.kershner@dealerrefresh.com
    7. 7. Insert Sample Email AuditSenderScore Screenshot Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    8. 8. Malinda Terreri Jeff KershnerFounder of 1To1News.com Founder DealerRefreshmterreri@1to1news.com jeff.kershner@dealerrefresh.com
    9. 9. 1. Clean up your database.2.Move inactive recipients to a separate list and re-engage.3.Remove complaints and unsubscribes.4.Add an unsubscribe link to top and bottom of newsletters, etc.5.Setup feedback loops.6.Apply for whitelists. Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    10. 10. Delivery Tip:Set up an email account with each of the email providers and then secret shop your dealership. Are your emails making it into the inbox for each provider? Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    11. 11. Delivery Tip:Birthday greetings have an extremely high open rate. But don’t just send a happy birthday message. Instead, include a birthday video message so people have a reason to click- through. Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    12. 12. Improve Your Open Rates: 1. Use Personalization 2. Think Headline News 3. Avoid the spam filter 4. Deadlines are Good 5. Whats in it for me? 6. Test, test, test. Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    13. 13. toBirthday emails to Barf emails Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    14. 14. …. weve got 6 weeks of follow-up templates loaded up on our CRM. We’re Cook’n!! Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    15. 15. Malinda Terreri Jeff KershnerFounder of 1To1News.com Founder DealerRefreshmterreri@1to1news.com jeff.kershner@dealerrefresh.com
    16. 16. Malinda Terreri Jeff KershnerFounder of 1To1News.com Founder DealerRefreshmterreri@1to1news.com jeff.kershner@dealerrefresh.com
    17. 17. 4 Letters That Will Sell You More Cars This Month Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    18. 18. AttentionInterestUrgencyAction Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    19. 19. AttentionGrab their ATTENTION • Pay attention to your subject line! • Who are your emails coming from? • The first sentence of your email is vital • Answer their question first * Don’t forget about Mobile! Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    20. 20. Malinda Terreri Jeff KershnerFounder of 1To1News.com Founder DealerRefreshmterreri@1to1news.com jeff.kershner@dealerrefresh.com
    21. 21. Malinda Terreri Jeff KershnerFounder of 1To1News.com Founder DealerRefreshmterreri@1to1news.com jeff.kershner@dealerrefresh.com
    22. 22. The Engaging Engaging Professional Smartass• A Sweet 2012 Nissan • I was thinking about you Altima from … • Let’s puck around• 2012 Altima with Important • Someone went crazy in Information Frederick, MD• Yes – the Nissan Altima is available• May I call you at 310-591- 1705? Tips 1. Keep your subject lines Short, Descriptive and Relevant 2. Your subject line should…describe the subject of your email 3. Avoid “$” signs and excessive punctuation 4. While “FREE” can sometimes work, try “Our Treat” or “On the House” instead 5. Using RE: when you’re not truly replying is Not CAN-SPAM Compliant Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    23. 23. Interest Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    24. 24. Interest• Inventory• Incentivizing Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    25. 25. InventoryOptions Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    26. 26. Place more emphasis on your used car andCPO programs when following up on online consumer: Nearly 46 percent of consumers who planned to buy a new vehicle bought a used car or truck instead. Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    27. 27. Tools Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    28. 28. PureCar ValueReports Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    29. 29. PureCar ValueReports Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    30. 30. AutoTraderAutoBiography Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    31. 31. Do more to differentiate your dealer brand from thecompetition: More than 55 percent of consumers who intended to buy a new vehicle from a specific brand actually bought another make (either new or used). But I thought they were going to buy from me. Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    32. 32. Video withAuthntkWalkaround Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    33. 33. Incentivizing Penny, for Hi, thanks your for thoughts! visiting! Penny, for your thoughts!Penny, for yourthoughts! Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    34. 34. Incentivizing• Increased email response rate• Increased the show rate by up to 40%• Increase our lead to sold % by double Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    35. 35. Urgency Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    36. 36. Urgency Urgency to Urgency to serve purchase• Quick and consistent • Mention legitimate responses offer expiring• Professional • Don’t miss out! responses• Quickly ask for “We have had quite a few permission calls on this vehicle today already”• Include relevant content - (inventory)• *Sent from my mobile Malinda Terreri Jeff Kershner device Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    37. 37. Action Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    38. 38. ActionAsk aQuestion? Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    39. 39. Action• Would it be okay to call you this evening at 6:15? • May I call you at 310-XXX-XXX today? • Would you mind if I sent you a value / history report on this vehicle? • I don’t want to bug you, but Malinda Terreri Jeff Kershner when would be a good time Founder of 1To1News.com mterreri@1to1news.com Founder DealerRefresh jeff.kershner@dealerrefresh.com
    40. 40. AttentionInterest n se po es te R a RUrgencyAction Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com
    41. 41. Malinda Terreri Jeff KershnerFounder of 1To1News.com Founder DealerRefreshmterreri@1to1news.com jeff.kershner@dealerrefresh.com
    42. 42. ThanksJerry Thibeau at PhoneNinjas for help with the Mystery Shops – www.phoneninjas.comThanks to Polk and AutoBytel for supporting stats from their latest studyThanks to the #DSES team for amazing conference Malinda Terreri Jeff Kershner Founder of 1To1News.com Founder DealerRefresh mterreri@1to1news.com jeff.kershner@dealerrefresh.com

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