email marketing service parts fv - dealersedge marketing for service and ... automotive industry...
TRANSCRIPT
eMail MarketingFor Service and Parts in this
Competitive MarketWith
Peter MartinPresident, CactusSky.com
Moderated By
Mike BowersExecutive Editor, DealersEdge
Peter Martin, President of Cactus SkyPeter Martin the President of Cactus Sky Communications one of the premier eMail Marketing agencies in the country with the distinction of over a 95% eMail delivery rate and less than 1/2% unsubscribe rate. The companies' ability to deliver eMail through SPAM filters and Firewalls and track the recipients' actions (clicks) provides its clients with an unprecedented marketing advantage. The companies ASM (Adaptive Sequence Messaging) methodology provides drill down eMail campaigns with specific communications based upon the recipients needs or interests resulting in a higher conversion ratio.
Peter is also the founder of AskPatty.com, Inc. the Number 1 Automotive Advice Site for Women and the creator of the Certified Female Friendly Training program designed to assist car dealers sell and provide exceptional customer service to women. Peter started his automotive career in 1987 with the Ricart Ford organization and was part of the team that took the dealership to the Number 1 Retail Dealer status with the Ford Motor Company. His extensive background in the automotive industry provides him with a keen insight into advertising and marketing.Peter Martin has been engaged in a wide array of diverse advertising and marketing ventures, ranging from introducingeMail Matching to the auto industry, pioneering the development of the first Video eMail Technology, to development of multi channel marketing which incorporates Direct Mail, Direct eMail and telephony services to increase campaign response rates.
Prior to launching Ask Patty, Peter held the position of Business Development Director of DME, one of the largest Direct Marketing Firms in the country. Peter had also held the position of Director of the ZLEADS division of Zimmerman Advertising, where he developed the special finance lead generation program. 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.
Peter is a regular speaker and trainer for the NADA and the NIADA as well as other business organizations. As a contributing author to Digital Dealer and other publications he provides training and educations on topics ranging fromeMail Marketing, web site design, sub prime marketing and how to sell to women.
Martin lives in Sarasota, Florida with his wife Angie of 17 years and his 6 year old son Dylan. They are members of Woodlands Community Church. Peter is also a member of C12 (www.c12group.com) and Wild Men both Christian business men's organizations.
Your customer is Your customer is changing and so is changing and so is the way they shop, the way they shop, they’re online are they’re online are
you?you?
Learning Objectives
• Why email is so effective• How to build your email database• How to develop a good email message• Incorporating email with other marketing• How to use it for re-activating customers• Role of your website in eMail Marketing• Best days and times to send emails• Benefits of using automated systems
eMail is # 1 for ROI
eMail earns the Highest ROI• Last year, the average return from every dollar spent on:
• eMail Marketing - $45.06
• Newspaper advertising - $16.86
• Direct mail - $15.55
The Value of eMail
Per eMarketer:• Internet users in the US check their personal e-mail
throughout the day, including at work.• Over 70% of employed respondents also said they
checked their personal e-mail at work—and nearly one-third said they did so more than three times a day.
• On average, business users spend over an hour managing their eMail accounts.
-Garner Report as reported in Digitrends Magazine
Service is Critical
Deloitte’s ongoing “Global Service and Parts Management Benchmark Study”
• The service and parts operations are, on average, 54 percent more profitable than the main business and account for an average of 36 percent of revenues .
Drivers are Changing• Drivers are holding on to their cars longer
The decline in new car sales can be viewed as good news for the auto franchise industry. The average age of vehicles on the road has been increasing in recent years and is now 10 years for cars and almost 9 years for light trucks.
This increases the demand for maintenance and repair services. According to industry analysts there is strong demand for service or replacement of exhaust systems, brakes, shocks, suspension, engine repairs, oil changes, and other related services.
It is predicted that this trend will continue for several years which means there will be growing demand for auto aftermarket franchise products and services*.
* S&P Economics 2009. The Capstone Financial Group 2007.
Our Challenge
According to market research firm, AutoPacific, Americans are holding on to their cars for longer periods of time, and are they are continuing to stay clear of dealerships.
Your Competition
Aggressive Offers
Auto Parts Sales
AutoZone and other parts retailers have benefited from the slowdown, as strapped consumers hold back on buying new cars, opting instead to keep and repair their existing vehicles.
It is a Process NOT an Event
Target Target your clients your clients and prospects by and prospects by building your eMail building your eMail
DatabaseDatabase
Prospects• Leads from various lead
providers.• eMail address from
collections and capturing.
Customers• Sales/Service/Interaction.
• Ongoing communications.
• Service Recalls
Database Development
• Add all prospects into a database.
• Communicate at least once a month.
• Always include a call to action.– Everybody may not need to buy today, but a
coupon, discount, tip, etc can move them to action.
• Be wary of spamming and follow the spam laws (or get help).
Best Practices
ACQUIRE
PROSPECTS
Walk InsWalk Ins(Lead capture taken by Salesperson)
Internet Internet UsersUsers(Self-guided towebsite containinglead capture)
PhonePhoneProspectsProspectsGather email through phone interview and contest offer
WebsiteWebsite THANK
YOU
DealershipDealershipDatabaseDatabase
Customer Customer Profiles are Profiles are used to create used to create subsequent subsequent Thank YouThank Youmessages messages
•For a coupon
•For service
•For Getting a Quote
•For E-Mailing Us
•For Your Interest
•For Entering Contest
The contest incentive provides a “lead capture” form to obtain cThe contest incentive provides a “lead capture” form to obtain crucial rucial demographic information as well as an edemographic information as well as an e--Mail address.Mail address.
PotentialPotentialResponsesResponses
Entered into Entered into ContestContest
Leads you already Own
• Every dealership purchases leads from various lead provides like:
Autotrader, autobytel, Dealix, Edmunds, Motor Trend, Woman Motorist, AOL Autos, Kelley Blue Book, Yahoo Autos, and hundreds more.
Sample Sales eMail
Real ProblemLead Acquisition
Web Site Leads
Data Capture
• Start a dialogProblem: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.
Data Capture
Visitor fills out Lead Capture FormVisitor fills out Lead Capture Form Email Video Brochure is automatically Email Video Brochure is automatically sent to prospectsent to prospect
Lead passed to DealershipLead passed to Dealership
Online Contests help you to build an Opt-in database.
Online Contests
Customer Retention
‘It’s always easier and cheaper to keep old customers than find new ones .
Dan Lawlor, senior analyst with J.D.Power ,
Your customers
The average dealership has less than 2%of its customers email addresses
Increase your dealershipsemail house list count by up to 30%
Average Match Rates
A Welcome eMail is sent to your customers introducing online communications to them, and giving them an opportunity to decline receiving any further online communications.
Matching ProcessYour existing customer database is sent to eMail Matching for processing.
eMail Matching solution
At the completion of the eMail matching Process, the enhanced file is sent back to you.
eMail Enhancement
Your file is matched against our permission-based eMail append database. When a match is found, the email address is added to your file.
Enhanced Consumer Database for Marketing
A single eMail can make or break a
relationship
Sample eMail
Peter,
I received your request for information regarding a Hummer. Please let me know what you are interested in and I will assist you.
Best regards,
Mark "the bow tie guy"Cadillac and Hummer727-822-20
AFTER
• 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
- Preview window
BEFORE
• Spam headline
• Poor logo 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
-Preview
window
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
SAMPLE ONLY
From the desk of Jack Bernstein
More Effective eMails - Subtle branding
More Effective eMails
Daily Communication
• All Daily email communications should have company branding and links to the web site. eMail Letterhead should be used on all Employee Communications.
• Daily eMails – 90% open rate and Thousands of Brand Impressions.
• Hundreds of click-throughs are generated by using daily outbound email to promote news, services, products and events.
Online Coupons and Discounts
• 73% of consumers have an online coupon for an online purchase.
• 59% have redeemed an online coupon offline.
eMail Marketing –Customer Retention
Mass Marketing
AcquireAcquire newnewcustomers customers
& prospects& prospects
AcquireAcquire new new customers & customers &
prospectsprospects
Mass eMailings
Saturation eMailing
• Target prospects by zip code and send them eMail offers to generate store and web site traffic.
• Drive these consumers to your web site for more information (specials, discounts, tips, etc.)
Mass eMailings
Target prospects by radius of your business
Attention
Recall
Acceptance
Comprehension
Action
ProgramProgram
Builds Awareness Builds Intentions Builds Sales
ROI
Mass eMailings
Summary
Mass eMailings
Who can you target???
• Your Customer Database • Your Prospect Database • Proprietary Cactus Sky industry
specific databases • 24 Million Business eMail addresses • 180 Million Consumer eMail addresses • Other eSaturation Databases
Results Reporting: the key to email success is it to know who has• Who Opened the eMail• Who Read the eMail and• Clicked on a link in the email.
• With the Clicker information, you can focus on the interests, which will allow for database segmentation and more targeted emails.
Business Intelligence
• One-third (33%) of users in a DoubleClick study had purchased something from a web site by clicking on a link on an email.
• Another 42% clicked on an email link for more information, then purchased the product at a later time.
Online buying
ReRe--Activate Activate past past service clientsservice clients
Customer Retention
“Loyalty is your best marketing tool.”
Automotive NewsAutomotive News
Group 1 is using eMail to increase service business and bring inactive customers back into the dealership.
Average Dealership DMS
eMail is the most cost effective way to reach the INACTIVE (61%) customers in your DMS
Sample eMail
Service Coupons
You can have a unlimited number of online coupons.
Post Coupons Everywhere
eNewsletters • One of the most welcomed emails.
eMail Marketing –Customer Retention
What day time is BEST ?
Role of your Role of your
Web SiteWeb Site
Using your web site to: Convert
Clicks to Customers
Web Site
What are your visitors looking for?• They want special treatment and to feel that their questions are being answered, not avoided.
• They want a good experience.– 86% of the consumers who posted reviews provided positive comments about their experience.
• Ease of communication.
• Directions
Web Site- Interaction
To increase conversion, the web site should:• Be a direct extension of the company/physical store. • Be well-maintained (very important).• Have the local phone number and address.• Have up to date coupons and specials• Have a complete Contact Us page.
– Including staff information.
Web Site- Interaction
Inquiries• Make communications easy.
– Prompt– Relevant– Transparent
• Communicate on their terms and according to their wishes.
Web Site- Interaction
Inquiries• Do NOT use auto responders.
– It is crutch that everyone else is using, you need to stand out from the crowd.
• Pick up the phone AND send a personal email.• In the email, provide links to take the lead back to
your website for more information.• Provide professional and complete responses.
– Transparency is the KEY.
• Respond Quickly
Web Site- Interaction
Web Site Mistakes• The website should not be crowded.• Don’t use oversized flashing banners.• Move any obstructive promotional coupons or
videos that pop up to the side of the page.• Don’t let your video automatically launch!
– Video is great, but only if you let the visitor decide when to push “Play.”
Web Site- Interaction
Sample eMail
Bad Coupon Page
Good example
Ricart Service Specials
Email A Friend Request More Info Print Coupon
Great Coupon Page
Ricart Service Specials
Email A Friend Request More Info Print Coupon
Great Feature
Contact Us – Best Practices• List all key contact people.• Include email address.• Include direct line or extension.• If you can, include a picture (and
possibly a bio).(Bring each staff member to life and make it easy to contact
them.)
* Web Site
- Interaction
Web Site- Interaction
“Good” Contact Us Page
Inquiries• Companies who respond quickly will
close three times (3X) as many leads.• eBay suggest that people that respond
quickly to item questions have a higher selling volume.
Web Site- Interaction
Don’t lose online sales opportunities because you don’t have the proper processes or associates handling your web site inquiries.
Web Site- Poor Interaction
Follow Up• People don’t immediately buy when they go to
your web site or when they receive your email taking them to your web site.– You have to build a relationship, build trust.
• An email program is the best method for consistent communicating without being obtrusive.
Web Site- Interaction
eMail Marketing
Retain Customers for Life
� Retain customers with personalized content delivered on a personalized schedule.
� Quick-turnaround customer service with inbox reply automation & management.
� Deliver affinity-building post-sale content, i.e. product usage tips, instructions, accessory offers, etc.
� Automate surveys and feedback forms – monitor customer satisfaction in real time for smart decision-making.
eMail Marketing
ServiceService eMail on a PreeMail on a Pre --Set ScheduleSet Schedule
Jan Feb Mar Apr
New New Year’s Year’s Special:Special:Free Free DetailDetail
Valentine’s Valentine’s Special:Special:Discount Discount Oil ChangeOil ChangeOfferOffer
Easter Promo:Easter Promo:
1414
11
2323
ee--Mail CalendarMail Calendar
Easter Easter SpecialSpecial
A Service Cycle Offering
Video eMail
• Breaks through the clutter of traditional advertising with “WOW” effect.
• Sends video presentations to explain service.
• Makes your dealership more personal and interesting.
Questions