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Discuss Practical considerations for email marketing in the Vehicle Sales and Marketing forum at Car Dealer Forums; After reading a recent Facebook post by Hubspot ďthat Tuesdays at 11am is one of ...
  1. #1
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    Default Practical considerations for email marketing

    After reading a recent Facebook post by Hubspot ďthat Tuesdays at 11am is one of the worst possible times to send your email campaigns,Ē I started to take notice of how I reacted to emails as they entered my inbox. You see, like you, Iím not only a marketer, but Iím also a consumer. My various email inboxes are also inundated with communications from retail stores to technology and social media related newsletters to automotive industry publications. The marketer inside me wants to answer the question: Does when (specifically day of the week and time) I get an email really effect if I open it or not?

    Questions and discussions regarding email deliverability are not newÖrather, they have been around since the beginning of commercial email. I get asked the question, ďWhat is the best time to send an email?Ē on a frequent basis. I answer with the truth: There is no concrete, definite or undisputed answer. Itís not the most popular answer but if there were an optimal time, every marketer in town would send email at the same timeÖand what would that get them? Nothing but a lot of competition for the readersí attention!

    Maybe itís not which day of the week or what hour in the day that the email is sent that improves an open rate! Iíd make a strong argument that the successes of your dealershipsí email marketing efforts are strongly dependent upon the dynamic between your recipients and your message within a respective timeframe.

    As an automotive marketing professional, itís critical you put yourself in your customersí shoes. You must think about what your customers need (or want) from your dealership before you go hitting the ďsendĒ button. If you are sending out an email about this upcoming weekendís new car sales event, do you think your customers are more likely to think about what they are going to do this upcoming weekend on Monday morning or Thursday afternoon? Similarly, if a customer recently purchased a vehicle, would they be interested in your latest sales spectacular and financing deals? Ask yourself, is your dealership just blasting out emails that may or may not be relevant to the recipient?

    Ah, relevancyÖthatís the key to a good email. A highly targeted email filled with valuable content sent to people who have subscribed to your email list will get read (and responded to) no matter what day or time itís sent. Thatís the answer to my question above: it does not matter when an email comes across my inbox. What does matter is that it pertains to my life, my current needs (and frankly sometimes wants) and it inspires me to act now, because if I donít, Iíll miss out on a great opportunity.

    So, how can your dealership ensure relevancy in its email campaigns? Knowing how difficult and time consuming it can be, many dealerships have taken to employing a direct marketing company to handle email marketing. A good automotive marketing company: (1) looks at consumersí behaviors and motivations when developing its products and communication pieces, (2) utilizes clean and accurate data that is segmented to improve relevancy and (3) helps the dealership examine past campaigns to determine what has worked best to refine email campaigns over time.

    If youíre sending emails on behalf of your dealership, whether independent of a marketing company or to supplement their efforts, here are a few tips to remember:

    1. Always use the most recent email database from your DMS. In other words, donít send to an old list.

    2. Use a consistent look and feel through all messages. This way your readers will know/recognize who you are.

    3. Donít send one gigantic picture. Do you have a dozen used cars to unload off the truck? Donít advertise all of them in one embedded image that is emailed to your database. If you do, it will look like generic spam and it may never even make it to the inbox. (By the way, if youíre one of the lucky ones that get through to the inbox, youíll probably find yourself in the deleted folder before you know it.)

    4. Donít wait till the last minute to send out an email. If youíre going to do email marketing, take the time to think about your customers, what they may want to receive something from you and when it may be most applicable to them.

    Though Hubspot may have found that Tuesday mornings arenít the ideal time to send emails and those sent on the weekend have higher click-through-rates, your dealership should spend a considerable amount of time ensuring that the message is relevant so when it does come across the recipientís inbox, they are likely interested in seeing what you have to say.

    ~ Missy Jensen, Social Media Manager at DMEautomotive

    Bio:
    Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!

    Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.

    Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Masterís Degree from Miami University in Oxford, OH. She can be reached at missy.jensen@dmeautomotive.com and check her out on LinkedIn.


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  2. #2
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    Thanks mate I too can give some small tips like not to use caps in the subject or use the term free or bonus in the subject because if that happens our message would go to spam.

  3. #3
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    Default Monday

    Monday AM is the best. If you aren't sure, check your analytics for your site. I'm willing to bet (most though I'm sure not all), get their heaviest traffic then. That would lead one to believe they are in front of a computer and have access to their email.

  4. #4
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    Quote Originally Posted by tjyoung View Post
    Monday AM is the best. If you aren't sure, check your analytics for your site. I'm willing to bet (most though I'm sure not all), get their heaviest traffic then. That would lead one to believe they are in front of a computer and have access to their email.
    Thanks for the response. Time of day is definitely something to keep in mind when mapping out an email campaign for both visibility and click-throughs to drive traffic.

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