Updated: November 21, 2016

Ever feel like your dealership is talking and no one is listening? Few things are worse than creating a fantastic email campaign only to have it end up in your customer’s trash bins. During the holiday season, customers’ attention is especially scarce as other retailers bombard their databases with generic, one-size-fits-all messaging. But you have the power to rewrite the story and keep your emails on the “nice list” – and out of spam folders or “Deleted” folders. Here’s how.

1. Embrace responsive design

Over 50 percent of emails are opened on smartphones, and 80 percent of readers will trash email that they can't read. Plus, Google’s 2015 “Mobilegeddon” update means that mobile-friendly design is a must for your dealership’s SEO. Responsive emails help you capture the attention of customers on the go during the busy shopping season and are designed for immediate conversion—and in the 3 Birds platform, we automatically roll-up a responsive landing page paired with your email to help you further boost your organic search profile and save time during this hectic season.

2. Limit sends to your full database

An email address submission isn’t an open invitation to heavy-handed, one-size-fits-all messaging. Treat your database with respect and limit full-list sends to only a few times a month, especially when their inboxes are already awash in red-and-green sales campaigns. In addition to combating low open rates and unsubscribes, this strategy will also shift your customers into the mindset of expecting high-quality, relevant content each time they see your name in their inbox. It won’t feel like yet another marketing message if the info is relevant to customers’ needs and demonstrated interest.

3. Personalize messaging tracks

Over 60 percent of customers don’t follow manufacturer recommendations according to a Dealer Marketing Magazine report – yet many dealerships’ lifecycle communications assume that all vehicle owners will behave exactly the same way because dealers have not historically had access to software and solutions sophisticated enough to tailor messaging based on demonstrated intent. Demographic data isn’t enough. Being able to predict customer intent and tailor your email messaging tracks to match is key to an effective email marketing strategy any time of the year.

4. Focus on long-term relations over short-term gains

If all of your emails are focused on your dealership (buy a car from me, service with me, etc.), you’re not likely to learn a lot about what your customers actually want. Including non-promotional content such as vehicle reviews and lifestyle content in your emails leads to more customer engagement, including 63% higher clicks (based on 3 Birds data). That’s click data you can use to learn more about your customers and identify your most valuable customers over time.

5. Test everything

One of the tenets of Marketing Effectiveness is striving for continuous improvement. Even small variations in your emails can make a big difference in customer engagement. Try varying some of the following and see how your customers respond:

  • Subject line
  • Time of send
  • Day of send
  • Call-to-actions
  • Color and shape of buttons

Give your database the gift of responsible emailing this season and you’ll find that their festive spirit pays off in a big way. If you have questions about incorporating any of these tactics into your email marketing, get in touch. We're happy to help you deliver emails that your customers will love.