peter martin "data mining and e-mail marketing"
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Data Mining and E-mail MarketingTRANSCRIPT
Data Mining and E-mail Marketing
Peter MartinPresidentCactus Sky Communications
Pg. 52
With Online Leads It Is Even Harder
How Many Leads Do You
Have In Your CRM?
The Average Dealership has over 10,000 Leads
in the Internet Department CRM Tool
Where do these leads come from:
• Lead providers
• Manufacturer’s site
• Your own website
You Are Sitting On A Pot Of GOLD
Average lead cost $20
• 10,000 leads X $20 = $200,000
• 5% Average Internet closing ratio
• Leaving 9,500 leads unsold
What Happens to Those 9500 LEADS?
Leads do not get better with age.
Reactivate Dormant Prospects
• Re-engage old prospects with personalized content delivered on a customized schedule monthly
• Quick-turn around with inbox reply automation and management
• Generate NEW service business with online coupons and special offers
Professional Email Templates
Conversational Copy
New Car SearchLinks to Website
Personalization
Call Tracking Number
Dealer or Brand Logo
Reaching & Engaging Your Old Leads
Delivery Rates of 99% on clean lists
• We optimize Email subject lines • Content for successful delivery• We monitor your campaigns• If delivery issues are detected, we will adjust them in real time• All hard bounces, abuse complaints and multiple DNS bounces are purged
First Campaign Results: Interstate FordFor Interstate Ford we sent out 16,111 emails (Old Leads Sitting in their Internet CRM) RESULTS were:
Successfully Delivered: 14,389
Bad emails Removed : 1,225
Emails Opened: 1018 (7.1% open rate)*
Emails Read: 779 (5.4% read rate)
Clicks to Dealers web site: 321 (45% click thru rate)
Of the 321 clicks to the dealer website, 90% searched new or used cars. *Industry standard open rates on e-saturation campaigns are 1-4%.
How do you Target your leads one by one? With relevant Email Marketing using ASM
Sales Email on a Preset Schedule
Jan Feb Mar Apr
1New
Year’s Special:
Free Detail
14Valentine’s :
LeasingOffer 23
Specificcontent e-Mails
based on consumer
Profiles
Engage Based Upon Interest
Dear Jennifer, Searching for a Service Department you can trust? Sarasota Ford is your answer offering a one stop shop for all of your maintenance and service needs. •Technically Advanced Service Center
•Latest Diagnostic Computer & Repair Equipment •Factory Trained Technicians•Supplier of “OEM” Quality Parts
At Sarasota Ford we look forward to serving you!
Sincerely,Tony CooperService [email protected]
As a preferred online customer PLEASE print this email and bring it with you.
Create Relationships:• Find out prospect’s interest • Get and keep them engaged • If service was provided on current vehicle, prospect could turn into future buyer
The Benefits of Adaptive Sequence Messaging
Pre-built Sequential Targeted Messages• Triggered conditionally, based on user response to prior messages in
sequence – entirely automated and on a timed schedule• Dramatically improved cumulative response rates
for marketing campaigns• Build Relationships• Educate Customers• Qualify Leads• Close sales
ASM…Tracking ResponsesClicks trigger next phase
Typical Engagement•1,000 Opens (10%)•750 Reads (6%)•400 Clicks•100 Click on Service Coupons•These 100 “Hand-raisers” move into a new message queue
100
SERVICE CAMPAIGN
ASM…Second Triggered CampaignMessages to 100 Service Clickers
Service Letter 1 Service Letter 2 Service Letter 3 Service Letter 4
Sent – Day 1“Service Links”
If no “service-click” Sent 1 Week Later
If no “service-click” Sent 1 Week Later
If no “service-click” Sent 1 Week Later
$9.95Oil
ChangeClick on “Service” link triggers Oil Change coupon
Email being sent automatically
Mining Gold in ServiceInternet Leads have typically never been marketed to for service. Advantages are:
• Cheaper & Faster
• Local Prospects
• More profitable
• Keeps them in your family of customers
Oil Change
Battery Test
14
1
5
16
3
Monthly Service Coupons Sent Automatically
TireRotation
E-mailCoupons are
Cost-effective and
Trackable
A Service Cycle Offering
Jun Jul Aug Sept
Consumers Are Holding Onto Cars Longer
Email is a Relationship building tool that will:• Convert service customers to New car buyers• Convert finance Turn Downs into service customers• Keep local prospects engaged with your dealership• Satisfied Service Customers eventually BUY Cars.
Program AdvantagesClear and Effective Messaging will Produce
Results:• We develop relevant content that will engage your audience• Easy to read messages (bulleted) and calls to action are clearly designated• Emails are tested in all major email clients as well as mobile to ensure your
message is clearly seen
Sales Summary
Detailed ReportingDetailed Reporting Includes:• Emails Sent • Emails Opened• Emails Read• Clicks to Dealer Website• Sales Call Tracking• Service Call Tracking
(examples to follow)
Clicker Reports
Reports that tell you which customers clicked through from the email to your website and shows you what they looked at.
Results Reports
Reports that track from emails sent - to opened - to read.
Click Through ReportsReports how many prospects clicked a link to your website in the campaign email.
Sales Call TrackingThrough a special assigned phone number just for the sales campaign, which rings to your phone number; tracks who, when and for how long phone calls are that you receive.
Service Call Tracking Through a special assigned phone number just for the service campaign, which rings to your phone number; tracks who, when and for how long phone calls are that you receive.
Keep Your Dealership On Top Of Your Mind
Building Personal Relationships Requires:• Two-way business/customer interaction• Time and content relevant communications
Email Marketing Solutions Designed to Help You:• Automate eMail marketing• Professional Creative• Retain with relevant, timely content• Target with high-response campaigns• Track their activities & interests
AND SELL MORECARS!!
