1. How to Effectively Use eMail Marketing
T6-3
Sunday, February 4, 2007
11:00 a.m. - 12:15 p.m.
Room: N102
Monday, February 5, 2007
8:30 a.m. - 9:45 a.m.
Room: N102
Tuesday, February 6, 2007
11:00 a.m. - 12:15 p.m.
Room: N102
Peter Martin
AskPatty.com
6151 Lake Osprey Drive Suite 335
Sarasota, FL 34240
941-870-2254
peter@carsmagazine.com
Peter is considered an industry expert on eMail Marketing and Advertising. His extensive
background in the retail automotive industry provides him with a keen insight into
advertising and marketing products. During the internet marketing explosion he was the
co-host of the Automotive Satellite Television Network show “Net Gain-Success on the
Internet”. He is also a regular speaker at the NADA conventions. In 1999 he developed
the first video email technology and presently has patents pending on the technology
that he first pioneered.
Prior to joining AskPatty as well as CarsMagazine.com, Peter was the Business
Development Director for DME of Daytona Beach, Florida one of the largest Direct
Marketing Firms in the country. Peter was the Director of the ZLEADS division of
Zimmerman advertising. 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.
Prepared for 2007 NADA Convention Workshop Program
Track 6 : Technology - Combining Clicks & Bricks
2. The views and opinions presented in the workshop handout material are those of
the speakers and do not necessarily represent the views or opinions of NADA.
The speakers are not NADA representatives and their presence on the program
is not an NADA endorsement or sponsorship of the speaker or the speaker’s
company, product or services.
Nothing that is presented during this workshop is intended as legal advice. The
purpose of the workshop program is to help dealers improve the effectiveness of
their business practices. The information presented is also not intended to urge
or suggest that dealers adopt any specific practices or policies for their
dealerships. Each dealership must make an individual decision, based on its
unique facts and circumstances, to adopt or implement specific practices,
policies, techniques, or methods of doing business. Consult your attorney
regarding the legality of any policy or procedures that your dealership adopts.
All convention workshops are copyright 2007 by NADA
and may not be used without prior written permission.
Participants may not audio-record or video-record the workshops.
Prepared for 2007 NADA Convention Workshop Program
Track 6 : Technology - Combining Clicks & Bricks
3. How to Effectively Use
eMail Marketing
Presented by:
Peter Martin
President
AskPatty.com
Learning Objectives
• How to effectively reach consumers via e-
mail.
• How to capture e-mail addresses for your
customers.
• How to incorporate new e-mail technologies
into your present marketing.
1
4. In the world of email
marketing, talking to
millions of people is
relatively simple…
…the hard part is
talking to one.
2
5. The Value of eMail
“On workdays, 53% of business users check
eMail six or more times a day.”
On average, business users spend 49 minutes
per day managing their eMail accounts.”
-Garner Report as reported in Digitrends Magazine
eMail is # 1 for ROI
Survey shows eMail earns the Highest ROI
3
6. Customer Retention
“Loyalty is your best
marketing tool.”
Automotive News, Nov. 22, 2004
Group 1 is using eMail to increase
service business and bring inactive
customers back into the
dealership.
House VS Rental Lists
House Lists Rental Lists
– Send your offer “blind” to
Generally used for
people who have agreed
retention,
to receive 3rd party offers
newsletters, etc
– opt-in is key here!!
Lower cost per – Sole objective has to be
contact to collect name for future
use
Limited only by what
you’ve collected – Usually 4-5000 minimum,
about customers and $300 - $500 CPM
your ability to keep
them engaged
4
7. Lead Providers
• Autotrader, autobytel, Dealix, Edmunds,
Motor Trend, Woman Motorist,
Automobilemag.com, AOL Autos, Kelley
Blue Book, Yahoo Autos, IntelliChoice,
AutoTrader.com, MSN, and hundreds
more
Internet Leads
• Industry studies show that Internet
customers who submit leads are serious
about buying a car - 42% will so do within
a one month, and 68% within three
months, according the R.L. Polk
5
8. Mass eMailings
Saturation emailing
Target prospects by zip code
and send them eMail offers
to generate dealership and
web site traffic.
Drive these consumers to
your web site for internet
specials for both sales and
service.
A
Walk Ins
C (Lead capture taken by
Salesperson)
Q
Potential
U Responses
I
Internet Website
Dealership T
R Database Entered into •For Looking
Users Contest
H
E •For Test Driving
(Self-guided to
website containing
A
lead capture)
N •For Getting a Quote
P
Customer K
R Profiles are •For E-Mailing Us
O used to create
subsequent Y •For Your Interest
S Phone Thank You
O
P Prospects
Gather email through
messages •For Entering Contest
phone interview and U
E contest offer
C
T
S The contest incentive provides a “lead capture” form to obtain crucial
crucial
demographic information as well as an e-Mail address.
e-
6
9. Web Site Leads
Real Problem
Lead Acquisition
Data Capture
• Start a dialog
Problem:
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.
7
11. Contests Draw
Online Contests
Online Contests help you to build an Opt-in database.
Visitor fills out Lead Capture Form Email Video Brochure is automatically
sent to prospect
Lead passed to Dealership
9
12. Customer Retention
‘It’s always easier and cheaper
to keep old customers than find
new ones. Dan Lawlor, senior analyst with J.D.Power,
eMail allows you to build relationships with your
customers and prospects. By sending out
personalized emails it will cut through the
clutter and maximize your return on investment.
Your customers
The average
dealership has less
than 2%of its
customers email
addresses
10
13. Average Match Rates
Increase your
dealerships
email house
list count by
up to 30%
Matching Process
Your existing customer Your file is matched against our
database is sent to eMail permission-based eMail append
eMail Matching database. When a match is
Matching for processing. solution found, the email address is added
to your file.
eMail
Enhancement
At the completion of
the eMail matching
Process, the A Welcome eMail is sent to your
enhanced file is sent customers introducing online
back to you. communications to them,
Enhanced and giving them an opportunity to
Consumer decline receiving any further
Database for online communications.
Marketing
11
15. SAMPLE ONLY
Subtle Branding
From the desk of Jack Bernstein
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
BEFORE
• Spam headline -Preview
• Poor logo window
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
13
16. AFTER
- Preview window
• 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
14
17. Retain Customers for Life
Retain customers with personalized content
delivered on a personalized schedule
Quick-turnaround customer service with inbox
Quick-
reply automation & management
Deliver affinity-building post-sale content, i.e.
affinity- post-
product usage tips, instructions, accessory
offers, etc.
15
18. How Many eMails
Solution:
Problem:
Simple, Easy, Fun,
#1 reason for unsubscribing is Relevant,
irrelevant content.
The offer makes me feel good
Spamming
• Spamming is a big annoyance and a major
detriment to the Internet industry. No legitimate
business promotes, supports, or approves of
spamming in any way.
• New laws regarding unsolicited e-mail are
currently pending in many states around the
country rendering spamming a civil offense
under the CAN-SPAM Act of 2003.
16
19. Bi-Monthly eMails
Consistent communications is critical. Send a
Service eMail the beginning of the month and a
Sales eMail the middle of the month.
Average Dealership DMS
eMail is the most cost effective way to reach the
INACTIVE 61% of the customers in your DMS
17
20. Service eMail
Service Coupons
You can have a unlimited number of online coupons.
18
21. Sales e-Mail on a Pre-Set Schedule
Pre- A Service Cycle
Offering
Jan Feb Mar Apr
1
New
Year’s 14
Special:
Free Valentine’s
Detail Special:
New 23
Leasing Easter Promo:
Offer
Easter
Special
e-Mail Calendar
Sales eMail
19
23. Video eMail
• Breaks through the clutter of
traditional advertising with
“WOW” effect.
• Sends video presentations
to demonstrate products.
• Makes Internet more
personal and interesting.
Video eMail Sample
21
24. Retain customers
by building brand
affinity
eNewsletters
eNewsletters and special offers are
among the most welcomed opt-in
emails.
22
