1 THE ANATOMY OF AN AUTOMOTIVE . A Close Look Into the Components of Automotive Conquest A publication of
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3 Introduction: Why marketing? A few years ago, with the advent of Social Media and Mobile, many marketers thought that would take a back seat to these new digital strategies. As a marketing channel, isn't disappearing. In fact, it s growing and becoming even more powerful. In a recent DMA study, 75.8% of marketers said they are using more than they were three years ago. According to Forrester Research, investment in marketing is forecast to grow from $1.3-billion in 2010 two $2-billion in 2014 an increase of 70%! As a dealership who needs to make all your marketing dollars count, how can you make sure your marketing pays off? By making sure you are maximizing conversions and click through rates with every you send. Chefs of five-star restaurants spend hours combining the right ingredients for their recipes. Similarly, creating a response-worthy marketing campaign involves more than laying out some content and crossing your fingers. s with killer clickthrough rates have a special mix of the right content, a stellar layout, and the right underlying strategy.
4 Continued In the rush to make more sales, we know it can be difficult for you to design and perfect an for your dealership, and to assemble all the components to insure its deliverability. epush! has invested years testing and creating s in order to achieve stellar results for dealer clients To help you learn from our experience, we put together this resource with some great insights on creating conquest s that will help you to vastly increase conquest traffic to your website and dealership.
5 About: This guide. In the next section, you will find a tip sheet that displays the key components of a conquest . The remaining pages walk you through each of the elements in detail to help you understand the strategy behind each of these sections, and explain how to optimize your conquests marketing campaigns. Some interesting statistics about are: 91% of consumers use their at least once daily. 77% of all consumers say that is their preferred channel for permission-based promotional messages. 66% of consumers have made a purchase as a result of an they received. According to McGill research, marketers earned an estimated $39 for every $1 they spent on marketing in Use this guide to develop an strategy to maximize your own results.
6 1. Subject: Clearance Event 4. Promote event and seasonal opportunities 2. From: ABC Dealership 5. Company Branding 3. Personalized to the recipient epush! creatives are OEM compliant and co-opable 6. hot links to specific offers on your website 7. Showcase and drive customers to all sections of your website 8. Relevant Images 9. Offers for finance, service and specials 10. Social Media and Click-To- Chat Integration 11. Unsubscribe link
7 1. A Clear, Attention-Grabbing Subject Line. The Redicati Group reported that 1.9-billion non-spam s are sent every day. The only way to stand out from all the other s being sent is to create a compelling subject line that will generate clicks. Without an attention-getting subject line, the rest of your will be irrelevant because no one will have read it.
8 Here are some tips to ensure your subject lines entice your readers to click. Create offers readers might be interested in: think about what your audience is searching for and write your subject lines to address that want. What benefits about your dealership and service stand out from your competition? The key to generating click-throughs is by answering questions about products and services your target prospects care about. Personalize: If the reader's name is available from your data, consider including his or her first name in the subject line. Research shows that adding a name in the subject line significantly increases click-through rates. Use actionable language: Use words that inspire readers to click. The right kind of action verbs inspire audiences to click on by instilling urgency and excitement. For example, in an inviting people to take a 25-Dollar Test Drive, the subject line should read, "Get $25 when you test drive the all new Elantra this weekend", rather than a more generic (and less actionable) "ABC Dealership is offering $25 when you drive the all new Elantra". The former spells out that the prospect will receive $25 on Saturday, and uses Get to nudge the reader subconsciously to take action.
9 Use Clarity: Make sure your subject line is a clear, concise thought that is easily understandable. If the recipient doesn t get the gist of what they will be reading, they will dismiss the and move on. Count your characters: Long subject lines are known to get caught in spam and get cut off, especially in today's world of so many mobile devices. Best practices say subject lines should have no more than 63 characters, but we recommend 50 or less. Be consistent: Make sure that your subject line matches your body content. If recipients don't find what they're looking for from your subject lines in the body content, they will stop opening your s, which leads to lower open, click-through, and conversion rates, as well as higher unsubscribes. Avoid SPAM words: Since the advent of spamming, providers employ special spam filters to keep out any s containing certain words. Be careful about using words like free, bonus, luxury car, and apply online. You can Google lists of spam words that are more likely to get caught in spam filters; there are many more than what we have described here.
10 2. Actual Person / Company as the Sender. People who recognize your name or company are more likely to open your , and your click-through rates will increase. One best practice to observe is to never have your s come from some version of do not reply.com. Many times, especially when ing to your in-house list, it's important to get a little more personal by having the come from someone on your management team. Finally, whomever you choose to include as your sender, be conscious that people expect an answer to any replies, so have someone track your accounts, and be prepared to address any questions or concerns you receive from your list.
11 3. Personalized to sender / content. Personalizing your is an easy way to improve click-through rates. According to science and research by Hub Spot, personalized s improve click-through rates by 14%. It's as easy as including the person's first name in your greeting to increase your response rate.
12 Hi John, Here are the service offers you asked for And by the way check out the Lease options on the All New SUV we have in stock. As a result, developing personalized s is a great way to gain a competitive advantage in your marketing. Think about how you can add personalization to your lead-nurturing or sales strategies. One way is to develop targeted content for each list segment. Delivering personalized messages or specific offers based on your segment s behaviors, interests, or buying stage is a great way to set your content apart.
13 4. Promote Events and Seasonal Opportunities Sending s announcing special events and seasonal opportunities is a great way to get your message noticed by your prospects. If you're having a special event, make sure to brand your art with that special event and keep information about it above the fold on your creative. Examples of special events include factory blowout sales, tent sales, end-of-the-year clearance sales, summer savings events, and the list goes on. rate. Special event announcements can create a lot of hype and excitement. Coupled with the strategies we've learned so far, they ll help give your creatives an increased open
14 5. Dealership Branding. It's important to portray your company's persona and overall brand. You want the people opening your to either recognize you or remember you. Design elements of your should reflect your company style and brand. Use a high-quality brand image or logo and employ the slogans or buzz words you use with other types of media advertising. A factory look and feel always helps add to the legitimacy of your . Make sure that your images aren t too large, and don t overdo it with too many elements, as many people could have problems loading your . Some inboxes prevent images from downloading, or ask the recipient for permission to download the images specifically. You want the visual design of your s to enhance the overall experience, not get in the way of the content.
15 6. Hot Links to Specific Offers on Your Website. It's important to hotlink specific offers from your to your website pages. If an offer is hotlinked, not only can you benefit from the analytics of who s clicked through that link but it's also easy for the recipient to find the specific offer on your site. Types of offers that you may consider adding hot links to are: featured vehicles, service specials, finance offers, and any other special offers you may be running at the time.
16 7. Showcase and Drive Recipients to ALL Areas of Your Site. Don't just show featured vehicles. Make sure to showcase all pertinent areas of your website and drive recipients to those specific areas. Many times you have factory incentives and lease specials on certain vehicles and it's a great idea to showcase those offers and drive recipients to the page with more specific details about those specials.
17 THE ANATOMY OF AN AUTOMOTIVE 8. Use Relevant Images. The use of relevant images is important because many people will be searching for certain models of vehicles. If you have a special on a certain model and use a generic image, people will not recognize it easily as the model they're looking for. The images from your should also be recognizable to the recipient after they've click through to your webpage. This will allow them to easily know that they are in the right place, and subconsciously transition your offer to them.
18 THE ANATOMY OF AN AUTOMOTIVE 9. Multiple Offers. Unless your creative is to a specific segment of your list based on a buying behavior or opt in, you should add multiple offers to appeal to users of the many services and products you provide at your dealership. Offers for finance, service, new and used vehicles, and specials should be added for recipients who have not been segmented. Once segmented, you can then focus on the type of offer the recipient has shown interest in. Such as Service, Financing, Warranty etc.
19 10. Social Media Integration. The importance of social media in today's marketing cannot be ignored or overstated. With the ease of click-to-chat integration for your website, not adding social media to your creative can cost you many prospects. Social sharing buttons and links are great tools for expanding your marketing and reaching new potential leads from referrals and chatter. People love to hear about your products and services, and share them with their friends and family. Adding relevant information to your social pages and linking them back to your creative will help build your prospect list, increase brand awareness, show social proof and create a community around your product or service.
20 11. Unsubscribe Link. If you use any marketing software such as MailChimp, icontact or Constant Contact, you'll notice they all have an unsubscribe link at the bottom of all their marketing messages. Sending an without an unsubscribe link violates CAN-SPAM regulations, can significantly damage your sender credibility, and can potentially leave your marketing open to costly fees, penalties and litigation.
21 Conclusion. Consumers remain committed to their inboxes. In fact, 77% of consumers prefer being marketed to via than any other channel. With this guide, you have learned how to design an attention-grabbing subject line, create content that is personalized to the recipient, add important components to your creative that will increase click-through rates, and address all the major functional components of an automotive campaign. Because we know most dealerships don t have the time to design, segment, and deploy their own s, we have created a program that is plug-and-play for you. Click on this link to get a free consultation about how we can do all the work and you can benefit from our knowledge.
22 LEARN HOW TO EASILY DEPLOY AUTOMOTIVE S WITH epush. Talk to an epush Digital specialist to learn how you can easily target people who have double opted-in to receive automotive offers in your area. Click here to contact a digital specialist today. TALK TO US TODAY. Get Info The industry s only PERFORMACE BASED e-campaign with a hard money back GUARANTEE!