Ken schwartz the five step guide to
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Transcript of Ken schwartz the five step guide to
The Five Step Guide to Effective Email Advertising
The “How To” of Email
Tale of The Tape
Three Bites at the AppleEmail advertisers get three bites at the appleBranding Print Digital
Bite 1: When the consumer sees the From Line and Subject Line in
their Inbox, the impression provides material branding
value – very similar to display advertisement
Bite 2: When the consumer opens
up the email the offer is displayed due to a customer
action – very similar to a print advertisement
Bite 3:Email is digital. Consumers can link
directly to designated website pages and landing pages – clicking on the link to an inventory page is
the power of digital advertising
How Can I Be Successful?• What works, and what doesn’t?
• Is it too complicated?
• How can I tell?
• What can land me in hot water?
Step #1Have a Long View
Your Reputation Matters• Digital Signatures
IP Address/Domain Address of server(s) sending messages
From Line
Subject Line
• Over time, as consumers press the spam button on your email advertisements, it negatively impacts your good reputation with the ISPs (Google, MSN, AOL, Yahoo!)
• If you acquire a negative reputation, inbox delivery for your advertisements will suffer, and you can wind up blacklisted
Your Email Database is ValuableTreat it that way!
• Frequency Management• Following a purchase• Following service• Newsletters
• The right message, to the right customer, at the right time• Segment the data by warranty, service, and sales• Manage the data with enhancements
• Know which customers are likely in market• Know likely defection pattern and market appropriately
• Know when the customer will no longer receive free maintenance
Design Marketing Campaigns
Scientific Method
• Design
• Test
• Track
• Complete
• Review
Establish a Relationship With the Database
• Email campaigns, like all marketing, are a series of messages
• Random messages of sales are less effective• Have a plan or rules
• For your own customers, communicate with them at least monthly with relevant content about their vehicle, and service specials where appropriate
• For conquest sales, make sure you are marketing to the right people at the right time
• Avoid advertising to consumers who are unlikely to be in market to buy
Step #1Have a Long View
Step #2Steer Clear of Spam
What is SPAM?
• Spam is email advertisements that were not requested by the consumer. That is a very broad definition that has finite applications.
• Say what you mean and mean what you say
• Links need to go directly where the consumer believes it’s heading
• Purchased lists
Nature of an Email Responder
• They tend to want to remain anonymous in their shopping experience
• They are quick to look elsewhere if you do not immediately capture their attention
• If they do not think your ad is relevant, location for instance, they will think you are bothering them
• Identify openers in your database• Track what caused them to open• Track what links were clicked on• Track what coupons were redeemed
Step #3If it’s too Good to be True
What is a CPA Campaign?
• CPA campaigns, and other performance campaigns, are incented to throw as much at the wall as possible
• It is often akin to cold calling the same consumer every day over a lengthy period of time
• Remember the nature of the email responder, you will be putting a vast majority of consumers off from future opportunities
• Reputational concerns with the ISPs can become a significant issue
Step #4Developing an Email
Campaign
Best Practices• Replicate “old school” direct mail with an appropriate email
• Direct mail has always worked, it has simply gotten more expensive over time and is harder to monetize as the demographic is aging
• Use email as a promotion to drive consumers to a website or landing page
• Grab the consumers’ attention immediately
• You have 2 seconds before you lose them
• Graphics and cost drive behavior, not content
New Customer Acquisition ( Conquest )When prospecting for new customers by email, dealers need to:
1. Sales: Target consumers that are in
market for new / used car purchases
2. Service: Target consumers driving a
particular make for service campaigns
3. Appropriately develop the offer, mailing
list, subject line and creative to
maximize effectiveness
4. Manage communication frequency
appropriately
5. Track response rates to measure
effectiveness
6. Identify sales to measure ROI
Event Marketing & Vehicle Indicators
If you know the consumers (other than your customers) in your market that will
likely be buying a car in the next 3 – 6 months, it is logical to market directly to
them
• Polk’s Purchase Predictor identifies consumers likely in market. CityTwist has
thoroughly tested the accuracy of Polk’s Purchase Predictor, and found it to be highly
accurate
If you know what type of vehicle a consumer is driving,
conquest service campaigns become much more effective
• As with Polk’s Purchase Predictor, Polk’s Garage
Predictor identifies what make a consumer likely owns.
CityTwist has extensively tested Polk’s Garage
Predictor and found it to be highly accurate
Offer Development
• Consumers that respond to email advertisements often are not receiving information from traditional forms of media
• We have found that OEM incentives drive the most consistent traffic to dealer websites
• If the campaign is for new customer acquisition, and you are employing a purchase indicator, service offerings typically will not drive measurable traffic to the service department
• Conversely, if campaign is for service and a vehicle make indicator is being used, always market incentives as well
List Development
Use your PMA
• As with all marketing, the further you diverge from your market area the less likely your email advertisement will result in conversions
• Market area for conquest service campaigns requires tight radius
• No matter how good an oil change/tire rotation is, beyond 5 miles the likelihood of a consumer redeeming a coupon to save $10 - $20 becomes more remote
• Market area for conquest purchase campaigns has broader reach
• Rule of thumb: Urban = 10-15 mile radius, Suburban = 15-30 mile radius, rural = 30 mile +
Subject Line Development• How do you get a local in market consumer to open your email? Make it relevant to them!
• Relevance is a balance –
• Too much information, such as their name, will spook the consumer
• Too little information, such as just the offer, will seem more like spam
• After years of testing, we have found the best results come from putting the city followed by the dealership name at the beginning of the subject line
• Formula: <GEO><Dealership Name><Event Name>
• For instance: Paramus Prestige Motors Spring Sales Event
Creative Development
• Show cars & prices
• Graphics/pictures driven, not
content
• Ubiquitous offers, such as “No
Payments For 90 Days” work
• Prominent inventory links (not
homepage)
• No gimmicks!
Frequency Management• No more than twice per month
• More ….
• At best white noise, at worst a complaint, most likely an opt out
• House file of Sourced Data incredibly valuable asset
• Balance the risk/reward when reviewing whom to email
• Emailing new car offers to consumers within the first 12 months of vehicle purchase
• Emailing service offers to consumers with maintenance packages
• Identify, sort and categorize
Step #53rd Party Tracking
Website Analytics
• If a tree falls in the forest, but nobody hears it …..
• Open rates/click rates – are they real?
• There are services that pay consumers to open and click on email advertisements
• Only trustworthy source is 3rd party tracking
• For Instance Google Analytics
• Web analytics tracking provides:
Quality of web traffic Quantity of web traffic Ranking of traffic
Traffic destinations Geography of origin Vision
Analytics Sample
Website analytics provide unequivocal vision into digital marketing response and performance
Analytics Sample
Deeper dives into the data demonstrate which pages are being viewed by consumers, including particular vehicles
Analytics Sample
• When suppressing DMS & CRM data at the beginning, all sales should be conquest
• Sales Verification Reports, as provided by Polk, for instance, exactly match registrations to the marketing list
• Full circle tracking
• Opens / Clicks
• Website Analytics
• Sales Verification Reports
Selling Dealer Data Availability As of: April 2012 Report Month
NJ*CT
AK
HI
RI
NM
* CA
* WA
* ID
WY
* CO
* ND
SD
NENV
UTKS
OK
MN
WI
IL
MI
* OHIN
FL
GA
AR
MS AL
SC
NY
TN
KYMO
* IA
VA
* TX
AZ
MT
LA
PA
ME
* WV
OR
NC
NH
MD
MA
DE
VT
DC
Participating NON-Participating
AudiBentleyBuickCadillacChevroletChryslerDodgeFiatFordGMCHummerInfinitiJaguarJeepKiaLamborghiniLand RoverLincolnMazdaMercedes-BenzMercuryMitsubishiNissanPontiacSaabSaturnSubaruVolkswagenVolvo (Cars)
AcuraAston MartinBMWBugattiFerrariHondaHyundaiIsuzuLexusLotusMaseratiMaybachMiniPorscheRolls RoyceSmartSuzukiToyota / Scion
Med / Heavy VehiclesFreightlinerHinoIC CorpInternationalKenworthMackMitsubishi FusoNissan UDPeterbuiltRoadmaster RailSpartan MotorsVolvo Hvy TruckWestern StarWorkhorseAll Others not listed
Motorcycles All Makes
Make Status
State Status
PARTICIPATING STATE – Selling dealer data is received from the state. ALL manufacturers will be represented for New and Used vehicle reporting.
NON – PARTICIPATING STATE – Selling dealer data is NOT received from the state. Only “Participating” manufacturers will be represented for New vehicle reporting. There will be no dealer information for Used vehicle reporting.
Selling Dealer Availability Guide
Participating State / Participating Make
Availability: New Dealer & Used DealerSource: State & Manufacturer
NON- Participating State / Participating Make
Availability: New Dealer / NO Used DealerSource: Manufacturer Only
Participating State / NON- Participating Make
Availability: New Dealer & Used DealerSource: State Only
NON - Participating State / NON-Participating Make
Availability: NO New Dealer / NO Used DealerSource: None
* State Anomalies These states may have higher than average “Unknown” selling dealer counts, especially for Non-Participating Makes and Used Selling Dealer Reporting
CA / WA / VA Dealers selling vehicles through a “Branch” location will have those vehicles reported at their headquarter / parent location. This is caused by a lack of a “Branch” indicator on the state Title record, which contains the same base code for both a “Branch” and headquarter / parent location.
TX / IA / ND These states only provide a selling dealer name and address, no code, on their Title record. Name and address misspellings cause matching inefficiencies when trying to match the dealer name to Polk’s National Dealer Census file which is used to report a standardized name of a dealer.
CT / ID / OH / SC / CO Due to the timing relationship between Registration data and Title data, the selling dealer coverage will be lower in the initial month of reporting, and improve in the subsequent month of reporting
WV Polk last received a dealer roster from the state in Jan 2002. The state has changed it’s policy on releasing it dealer roster, and will no longer release it. However it has continued to populate the dealer code on its Title records. Dealer codes being received that match 2002 dealer roster will be reported, but any new dealer since 2002 will not.
LA State does not require dealer information on used transactions. Selling dealer information on used vehicle report s will be very low.