customer retention shouldn’t be a dirty word

Ken Schwartz | InMarketSolution | President | [email protected]

Customer Retention Shouldn’t Be A Dirty Word

Ken Schwartz


Rules1.Segmentation

2.Frequency

3.Relevance

4.Maintenance= Right Consumer at Right Time With Right Offer


SegmentationSegmentation


Who is Your Customer?


Married?


Kids?


Occupation?


Hunter?


Fishing, Boating, RV?


Financial Ability?


ExampleFrom: Your Local Dealership

To: Bob, DMS Customer

Re: Why Hunters Need Extra Care Maintaining Their Vehicle

Dear Bob,

Hunting season is fast approaching, and we here at Your Local Dealership want to help you get prepared. As avid outdoorsmen ourselves, we understand that safety comes first. One overlooked item is maintaining your transmission. This article in Field & Stream explains why: http://www.fieldandstream.com/articles/hunting/2009/10/simple-guide-maintaining-and-upgrading-truck-transmissions.

While you are preparing for this season’s successful hunting trips, please don’t forget that Your Local Dealership is your one stop shop for roof racks, cargo baskets, rubber mats, snorkel exhaust, and more!

Your Local Dealership wish you a safe and successful hunting season!


SegmentationFrequency


Getting the Open


Tick, Tick, Tick


Annoying?


Keeping Content Fresh


Relevance


Tracking


Likely to Purchase


Rules of EngagementIssue Rule

How often do I send the Email to an in market consumer?

Twice a month

What should the creative look like?

Cars, Price, minimum content. Big buttons driving to inventory

What should the subject line say? <City><Dealer Name><Event>

What cars should I market? Consult enhanced data


Creative Development


Subject Line

Delray Beach Ed Morse Cadillac Sales Event

* Limit subject lines to 40 characters or less

Maintenance



Putting it All Together

Contact Info

Full Name:

Company:

Job Title :

Email:

Ken Schwartz

InMarketSolution

President

[email protected]

mailto:[email protected]

customer retention shouldn’t be a dirty word

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