Auto Dealers: How to Create Effective Emails


By OneCommand

As a gen­eral rule, effec­tive emails should con­tain about 60% edi­to­r­ial con­tent and about 40% pro­mo­tional con­tent.  Edi­to­r­ial con­tent gives the recip­i­ent a rea­son to read and focuses on the reader’s needs. Pro­mo­tional con­tent gives the reader some­thing to do, includ­ing a call to action, and pro­mot­ing your prod­ucts and services.

Good con­tent doesn’t have to be expen­sive; re-use and re-purpose con­tent or part­ner with other con­tent providers.

When design­ing your email, there are sev­eral things to keep in mind to ensure you cre­ate an engag­ing design:

• Develop a clear mes­sage
• Keep it sim­ple, clean, and pro­fes­sional – not too busy
• Pro­vide the most impor­tant infor­ma­tion first
• Iden­tify a clear call to action

Lastly, remem­ber that not all images will ren­der when the con­sumer receives your email. You’ll want to lay­out the tem­plate so the con­sumer can still under­stand the mes­sage with­out see­ing any of the images.

Once you have your data, iden­ti­fied your goals, and cre­ated a great lay­out with great con­tent, you’re ready to pick out a sub­ject line and a “from” line. Start with the sub­ject line, since this could be con­sid­ered the most impor­tant ele­ment to increase email open rates:

• Use your dealership’s name
• Stick to fewer than 50 char­ac­ters
• Give action­able infor­ma­tion rep­re­sent­ing the main con­tent in the email
• Avoid using words that may be con­sid­ered spam or strong pro­mo­tional words

As for the “from” line, there is really only one rule to fol­low – ensure that the recip­i­ent knows who the email is from. You could use your deal­er­ship, Ser­vice Man­ager, or Gen­eral Manager’s name to cre­ate valid­ity of the email with the recip­i­ent and increase the like­li­hood of your email being read.

Uti­lize Email Marketing

With 66% of con­sumers mak­ing a pur­chase as a result of an email, you can­not afford to ignore this com­mu­ni­ca­tion chan­nel. By lever­ag­ing the power of email, your deal­er­ship can cre­ate top-of-mind aware­ness, which trans­lates into increased reten­tion, traf­fic, rev­enue, and owner loy­alty. Plus, with email’s low deliv­ery cost, chances are you can reduce your mar­ket­ing spend and receive higher ROI.

Con­tact the experts at OneCom­mand for more information.