email marketing optimization v1a

July 26, 2005 Copyright © 2004 The Reynolds and Reynolds Company – All Rights ReservedTuesday, July 26, 2005 1

A T T R A C T A T T R A C T •• I N T E R A C T I N T E R A C T •• R E S P O N D R E S P O N D •• S E L L S E L L •• S E R V I C E S E R V I C E •• R E T A I NR E T A I N

MISSION:MISSION:To supply dealerships with the knowledge and To supply dealerships with the knowledge and understanding of electronic communication understanding of electronic communication strategy, email content, form and structure strategy, email content, form and structure needed to increase the percentage of electronic needed to increase the percentage of electronic messages that reach the customer as intendedmessages that reach the customer as intended

Email Marketing Best Practices Email Marketing Best Practices Avoiding AntiAvoiding Anti--Spam Filters Spam Filters



Strategy & Content for this Presentation:Strategy & Content for this Presentation:

WardWard’’s Dealer Businesss Dealer Business’’ Cliff Banks says email Cliff Banks says email marketing in dealerships will explode this year marketing in dealerships will explode this year and if you ask the top dealers in the nation, and if you ask the top dealers in the nation, theythey’’ll tell you itll tell you it’’s s THETHE critical communication critical communication channel with their Internet prospects. Whether channel with their Internet prospects. Whether youyou’’re new to email marketing, or youre new to email marketing, or you’’re an re an expert at segmenting your database and expert at segmenting your database and sending targeted messages, the following sending targeted messages, the following presentation will provide a variety of email presentation will provide a variety of email marketing best practices to ensure your marketing best practices to ensure your messages get through to your customers.messages get through to your customers.

Growth of Email Marketing by Dealers Growth of Email Marketing by Dealers



In its recent Internet Security Threat Report, Symantec In its recent Internet Security Threat Report, Symantec Corporation reported that spam accounted for over 60% of all Corporation reported that spam accounted for over 60% of all email traffic from July email traffic from July –– December 2004. The good news is December 2004. The good news is -- a a plethora of spam filters that are springing up everywhere, from plethora of spam filters that are springing up everywhere, from your ISP to your desktop, are doing their job. The bad news is your ISP to your desktop, are doing their job. The bad news is ––theythey’’re doing it too well. re doing it too well.

According to According to iMediaiMedia Connection, as much as 17Connection, as much as 17--19% of 19% of legitimate, permissionlegitimate, permission--based email messages are erroneously based email messages are erroneously blocked by the top ISPs, a number that has been steadily blocked by the top ISPs, a number that has been steadily increasing over the past few years.increasing over the past few years.

Email communication is critical for todayEmail communication is critical for today’’s auto dealer, so s auto dealer, so anything that disrupts this channel should be considered a anything that disrupts this channel should be considered a hazard to your business. Anyway you slice it, a 17hazard to your business. Anyway you slice it, a 17--19% loss in 19% loss in your business is staggering. In fact, this problem causes your business is staggering. In fact, this problem causes American businesses to lose billions of dollars every year. American businesses to lose billions of dollars every year.

Protecting Your Communication Channel Protecting Your Communication Channel



Your Internet-related service providers (like lead providers, website developers, and CRM tool companies) should be your first line of defense when it comes to ensuring the integrity ofyour email communication channel, so you can focus your attention on the business at hand – selling cars. Nevertheless, as a dealer, there are things you can do to increase the odds that your email communications get through to your intended recipients. While the following best practices can’t guarantee that all your messages get through every time; the key is doing what you can to increase your odds.

Protecting Your Communication Channel Protecting Your Communication Channel



The Telephone The Telephone -- Still the Killer AppStill the Killer App

Just Like Donald TrumpJust Like Donald Trump

Before we get into more detailed talk about email communication,Before we get into more detailed talk about email communication, therethere’’s s one thing that every Internetone thing that every Internet--savvy dealer needs to keep in mind: savvy dealer needs to keep in mind:

The telephone is still the killer sales application, second onlThe telephone is still the killer sales application, second only to the y to the faceface--toto--face meeting. I once heard that Donald Trump never uses a face meeting. I once heard that Donald Trump never uses a computer; hecomputer; he’’s always on the phone. Regardless of what you might think s always on the phone. Regardless of what you might think of Mr. Trump, you canof Mr. Trump, you can’’t deny the mant deny the man’’s success. s success.

Yes, youYes, you’’re an Internet dealer, and yes, these are Internet prospects re an Internet dealer, and yes, these are Internet prospects who prefer to interact online.who prefer to interact online. Still, itStill, it’’s business critical to get on the s business critical to get on the phone whenever possible, in addition to emailing your prospects,phone whenever possible, in addition to emailing your prospects, until until they expressly tell you not to.they expressly tell you not to.

That being said, the following slides present some email techniqThat being said, the following slides present some email techniques ues and best practices that can help you eliminate the types of red and best practices that can help you eliminate the types of red flags flags that alert spam filters which prevent your communications from that alert spam filters which prevent your communications from getting through to your prospects and customersgetting through to your prospects and customers……



AntiAnti--spam filters are the mine fields in the war against spam, spam filters are the mine fields in the war against spam, and theyand they’’re a threat to your innocuous emails. There are spam re a threat to your innocuous emails. There are spam filters on the mail server, or Internet service provider, side; filters on the mail server, or Internet service provider, side; in in corporate firewalls; and also on the clientcorporate firewalls; and also on the client--side, or your intended side, or your intended recipientrecipient’’s computer. s computer.

Many filters today assign a point Many filters today assign a point system to certain trigger words, system to certain trigger words, phrases, or punctuations that are phrases, or punctuations that are commonly seen in spam emails. commonly seen in spam emails. If an email surpasses its quota of If an email surpasses its quota of spam points, it is sent to the junk spam points, it is sent to the junk email folder or else destroyed email folder or else destroyed before it ever gets to your before it ever gets to your intended recipientintended recipient’’s inbox.s inbox.

Spam Filters have Changed the RulesSpam Filters have Changed the Rules

Spam Filters work like a Spam Filters work like a Missile Defense system, Missile Defense system,

blowing up email messagesblowing up email messagesbefore they hit your inboxbefore they hit your inbox



Spam Filters have Changed the RulesSpam Filters have Changed the Rules

The top Internet service providers, like AOL, MSN, Yahoo, and Verizon, all have their own customized rules for defining and weeding out spam.

The big ISPs have routers for their email domains that analyze all incoming emails. These routers can automatically block emails that come from certain addresses, which the ISP has “black listed,” because consumers have complained about spam.

Any dealer that has mistakenly been put on an ISP black list knows how burdensome it is to get off. This is why it is so business critical to have a “good email reputation”with consumers, because one too many complaints can mean doom for your email marketing program. This goes for both your dealership and your email marketing tool vendor – both of which have an impact on ISP relations and a hand in staying off the Anti-Spam blacklists.

BDC Managers and BDC Managers and ISMISM’’sscan inadvertently getcan inadvertently getdealers dealers ““BlacklistedBlacklisted””



Maintain Good Relations with Top ISPMaintain Good Relations with Top ISP’’ss

The most important element to getting your email communications The most important element to getting your email communications through is through is maintaining good relations with Internet Service Providers. In omaintaining good relations with Internet Service Providers. In other words, ther words, the mail server that sends your emails must remain in good standthe mail server that sends your emails must remain in good standing. If a few ing. If a few consumers complain to their ISP about junk mail coming from a paconsumers complain to their ISP about junk mail coming from a particular rticular dealershipdealership’’s mail server, the ISP will address the issue by categorically s mail server, the ISP will address the issue by categorically blacklisting, or blocking all mail, coming from that server. Thblacklisting, or blocking all mail, coming from that server. This will affect not is will affect not just your business, but every other business that sends campaignjust your business, but every other business that sends campaigns from that s from that server. A quality email service provider will always server. A quality email service provider will always work to maintain good relations with the ISPwork to maintain good relations with the ISP’’s.s.””

As a dealer, the part you play in As a dealer, the part you play in maintaining that good reputation is maintaining that good reputation is building your email list, controlling email building your email list, controlling email content, and determining how often and to content, and determining how often and to how many people you send campaigns. how many people you send campaigns. There should be a partnership where the There should be a partnership where the technology provider and dealer protect technology provider and dealer protect each othereach other’’s interestss interests

RWS Dealer Web SitesRWS Dealer Web Siteswill show you the Top 5will show you the Top 5

ISPISP’’s used by your customerss used by your customers



Bulk Email and OneBulk Email and One--toto--One CommunicationsOne Communications

One strategy that experts like Bill One strategy that experts like Bill BoebelBoebel, , chief technical officer at chief technical officer at WebmailWebmail (provider (provider of secure email hosting services), suggests of secure email hosting services), suggests is sending your bulk, or large list, email is sending your bulk, or large list, email messages from a different server than you messages from a different server than you use to send your oneuse to send your one--toto--one one correspondences. This helps protect the correspondences. This helps protect the integrity of your oneintegrity of your one--toto--one communications one communications in the event a consumer receiving bulk in the event a consumer receiving bulk communications from your dealership communications from your dealership complains, and that server is temporarily complains, and that server is temporarily blacklisted. A good email or CRM tool blacklisted. A good email or CRM tool provider can help you with this strategy.provider can help you with this strategy.

Using a 3Using a 3rdrd Party Party server for bulk emails server for bulk emails creates a noncreates a non--dealer dealer related target for Antirelated target for Anti--

Spam Spam ““BlacklistingBlacklisting””



Why is CANWhy is CAN--SPAM relevant to Dealers?SPAM relevant to Dealers?

The CANThe CAN--SPAM Act of 2003, or SPAM Act of 2003, or ““The Controlling the Assault of The Controlling the Assault of NonNon--Solicited Pornography and Marketing ActSolicited Pornography and Marketing Act”” has done little to has done little to stem the flow of unwanted emails burdening the system. stem the flow of unwanted emails burdening the system. Nevertheless, legislation has set some standards that legitimateNevertheless, legislation has set some standards that legitimatebusinesses should follow, not just for selfbusinesses should follow, not just for self--protection, but to protection, but to differentiate themselves from differentiate themselves from spammersspammers. . Failing to comply with the CANFailing to comply with the CAN--SPAM Act SPAM Act can invite both criminal and civil penalties can invite both criminal and civil penalties and allows suits by the Federal Trade and allows suits by the Federal Trade Commission (FTC), State Attorneys Commission (FTC), State Attorneys General, and Internet Service Providers.General, and Internet Service Providers.

With new legislation in place,With new legislation in place,dealers need to pay attentiondealers need to pay attention

to employee bulk email practicesto employee bulk email practices

The following slides present an overview of The following slides present an overview of dodo’’s and dons and don’’ts that Internet dealers should ts that Internet dealers should follow to be CANfollow to be CAN--SPAM compliant. ItSPAM compliant. It’’s also a s also a good idea to read up on this Act in more detail.good idea to read up on this Act in more detail.



Dealer Guidelines on CANDealer Guidelines on CAN--SPAM ComplianceSPAM Compliance

1.1. Do include an optDo include an opt--out systemout system making it easy for customers to making it easy for customers to unsubscribe, or optunsubscribe, or opt--out, from receiving broadcast emailsout, from receiving broadcast emails

2.2. Do have a functioning reply addressDo have a functioning reply address and an unsubscribe system and an unsubscribe system that operates for at least 30 days after your last broadcast emathat operates for at least 30 days after your last broadcast emailingiling

3.3. Do include your postal mailingDo include your postal mailing, or physical address in the message, or physical address in the message

4.4. Don't use fraudulent or deceptive subject linesDon't use fraudulent or deceptive subject lines, headers, "From" , headers, "From" names, or return addresses in your emailsnames, or return addresses in your emails

5.5. DonDon’’t allow t allow spammersspammers to market your productsto market your products and services and services –– you you can be liable if they break the lawcan be liable if they break the law

6.6. DonDon’’t send emails to people whose email addresses have been t send emails to people whose email addresses have been harvested from websites or randomly generatedharvested from websites or randomly generated

7.7. DonDon’’t send emails to people who request to be removed from your listt send emails to people who request to be removed from your list



New Rules: Wireless Email AddressesNew Rules: Wireless Email Addresses

•• On February 7, 2005, as directed by the CANOn February 7, 2005, as directed by the CAN--SPAM Act of 2003, the SPAM Act of 2003, the Federal Communications Commission (FCC) adopted new rules to Federal Communications Commission (FCC) adopted new rules to protect consumers and businesses from receiving unwanted electroprotect consumers and businesses from receiving unwanted electronic nic mail messages on their wireless devices, such as mobile phones. mail messages on their wireless devices, such as mobile phones.

•• In order for a dealer to send broadcast emails to consumers on tIn order for a dealer to send broadcast emails to consumers on their heir wireless devices, or to specific wireless domains (click here towireless devices, or to specific wireless domains (click here to see the see the list) used to transmit wireless electronic messages, it must getlist) used to transmit wireless electronic messages, it must get““express prior authorization,express prior authorization,”” in other words, there is a strict optin other words, there is a strict opt--in in requirement. In fact, itrequirement. In fact, it’’s more stringent than the requirements set forth s more stringent than the requirements set forth for regular, nonfor regular, non--wireless email addresses. wireless email addresses.

The following slides The following slides present guidelines for present guidelines for dealers to comply with dealers to comply with the new wireless rulesthe new wireless rules……




1.1. Do get prior authorizationDo get prior authorization such as the subscriber's signature, such as the subscriber's signature, including an electronic signature to send them communications toincluding an electronic signature to send them communications to their their wireless devices. This means you not only need to obtain permisswireless devices. This means you not only need to obtain permission ion prior to sending a message, you also need to be able to prove yoprior to sending a message, you also need to be able to prove you u have it. have it.

2.2. Do discloseDo disclose the following at the time authorization is being collected:the following at the time authorization is being collected:

•• Customer agrees to receive mobile service commercial messages Customer agrees to receive mobile service commercial messages

•• The name of the business that will be sending the messages The name of the business that will be sending the messages

•• They may be charged by their wireless provider for receiving They may be charged by their wireless provider for receiving messages messages

•• They may revoke authorization to receive messages at any time They may revoke authorization to receive messages at any time when being charged by their wireless service provider in when being charged by their wireless service provider in connection with receipt of such messagesconnection with receipt of such messages




3. If you have any email addresses in your database that 3. If you have any email addresses in your database that you believe are being sent to wireless devices, it's you believe are being sent to wireless devices, it's recommended that you contact these people and ask recommended that you contact these people and ask for another email address.for another email address.

Even if your database is Even if your database is totally opttotally opt--in, itin, it’’s still a good s still a good idea to double check with idea to double check with those consumers to get their those consumers to get their permission again to send permission again to send them communications to their them communications to their wireless devices.wireless devices.



Dealership Branding and ConsistencyDealership Branding and Consistency

1. Set clear expectations and define value.1. Set clear expectations and define value.

If youIf you’’re asking for your customersre asking for your customers’’ email email addresses, set clear expectations with them addresses, set clear expectations with them on what theyon what they’’ll get, such as monthly coupons ll get, such as monthly coupons for oil changes, special promotions, and data for oil changes, special promotions, and data on new inventory. In your first communication on new inventory. In your first communication to them, remind them of the email address to them, remind them of the email address they gave to you and why theythey gave to you and why they’’ve subscribed.ve subscribed.

Using a reputable email marketing tool provider is your first liUsing a reputable email marketing tool provider is your first line ne of defense, the next is applying the same high standards of of defense, the next is applying the same high standards of professionalism that you use in your showroom to your email professionalism that you use in your showroom to your email marketing communications. Branding and consistency make marketing communications. Branding and consistency make you look good and also instill trust with your customers.you look good and also instill trust with your customers.




““Make sure you don't miss out on our emails, add Make sure you don't miss out on our emails, add [email protected]@JoeSmithFord.com to your address book now.to your address book now.””

““To ensure that filter controls used by your ISP do not interruptTo ensure that filter controls used by your ISP do not interruptthe delivery of our communications and special offers, please the delivery of our communications and special offers, please add add [email protected]@LindaNissan.com to your address book, or to your address book, or click here and send an empty email to this address.click here and send an empty email to this address.””

(This option takes advantage of the fact that many email (This option takes advantage of the fact that many email systems, like AOL, add the people to whom consumers have systems, like AOL, add the people to whom consumers have sent an email automatically to their sent an email automatically to their ““Safe Senders List.Safe Senders List.””))

2. Ask your customers to add your 2. Ask your customers to add your ““FromFrom”” address to their email address to their email address book or address book or ““safe listsafe list”” to ensure they receive your valuable to ensure they receive your valuable offers. You can put a short statement at the top of your outgoinoffers. You can put a short statement at the top of your outgoing g email communications that says something along the lines of: email communications that says something along the lines of:




““You have requested information You have requested information from Mauricefrom Maurice’’s s AutoWorldAutoWorld. . Please add this email address to Please add this email address to your address book and our your address book and our domain name, <@domain name, <@Maurice.comMaurice.com> > to your email client to your email client ““Safe List.Safe List.””This will ensure that you receive This will ensure that you receive our special offers and notices, our special offers and notices, and that they do not accidentally and that they do not accidentally end up in your junk mail folder.end up in your junk mail folder.””

You can put a short statement at the top of your outgoing email You can put a short statement at the top of your outgoing email communications that says something along the lines of: communications that says something along the lines of:




““Due to the more restrictive nature of several large email Due to the more restrictive nature of several large email hosts like AOL, MSN, Roadrunner, Prodigy and others, our hosts like AOL, MSN, Roadrunner, Prodigy and others, our messages may be filtered out. We will reply to your messages may be filtered out. We will reply to your requests as soon as possible. If you do not get a followrequests as soon as possible. If you do not get a follow--up up message from us within an hour, please contact us directly message from us within an hour, please contact us directly so we can ensure that we satisfy your requests.so we can ensure that we satisfy your requests.””

It's also helpful to provide subscribers It's also helpful to provide subscribers with a link to a page where they can with a link to a page where they can find further instructions on how to add find further instructions on how to add your email address to their address book. your email address to their address book. These instructions vary from one email These instructions vary from one email provider to another. provider to another.

Put a short statement at the top of outgoing email that says: Put a short statement at the top of outgoing email that says:



3. Maintain a consistent Digital Signature, or Footer, in all your communications.

All of your dealershipAll of your dealership’’s personnel who interact with customers should s personnel who interact with customers should have a consistent digital signature. If you think about it, thishave a consistent digital signature. If you think about it, this marketing marketing tool is one that is used as often, and probably seen by as many tool is one that is used as often, and probably seen by as many consumers, as any other medium. So make it consistent and make iconsumers, as any other medium. So make it consistent and make it t look good. Include uniform font sizes, layout, etc.look good. Include uniform font sizes, layout, etc.




Building a Valuable Email DatabaseBuilding a Valuable Email Database

1. 1. ““Double OptDouble Opt--InIn”” Activated by Your CustomersActivated by Your Customers

If possible, use a confirmed or double optIf possible, use a confirmed or double opt--in system. Itin system. It’’s s the best way to prove that your subscribers gave express the best way to prove that your subscribers gave express consent to receive your emails. This is something your consent to receive your emails. This is something your email service provider can help you set up. This could be email service provider can help you set up. This could be something as simple as having your customer check a something as simple as having your customer check a box on an application theybox on an application they’’re filling out at the dealership. re filling out at the dealership. These records can protect you in the event a consumer These records can protect you in the event a consumer complains about the emails they receive and you get complains about the emails they receive and you get blacklisted by an ISP.blacklisted by an ISP.

As you build your email database, it will become one of your As you build your email database, it will become one of your dealershipdealership’’s most valuable assets. Here are some ways to build s most valuable assets. Here are some ways to build and maintain a database that is the envy of your competition.and maintain a database that is the envy of your competition.




2. Allow recipients to unsubscribe in one step, 2. Allow recipients to unsubscribe in one step, automatically. Then be sure theyautomatically. Then be sure they’’re removed and your re removed and your system marks them as opted out.system marks them as opted out.

Many ISPs, like AOL, make hitting the Many ISPs, like AOL, make hitting the ‘‘This is spam buttonThis is spam button’’ as easy as as easy as hanging up the telephone. Consumers will do that as a way of opthanging up the telephone. Consumers will do that as a way of optinging--out, out, which only puts you and your email service provider at risk of bwhich only puts you and your email service provider at risk of being eing blacklisted. Making it easier for your recipients to unsubscribblacklisted. Making it easier for your recipients to unsubscribe than to hit e than to hit the spam button protects you, your dealershipthe spam button protects you, your dealership’’s reputation, and your s reputation, and your email service provider. Not to mention, it saves you time, becauemail service provider. Not to mention, it saves you time, because those se those are the kinds of customers you donare the kinds of customers you don’’t want to waste your resources on t want to waste your resources on anyway anyway –– they become more of a liability than anything.they become more of a liability than anything.





3. Do not purchase or rent lists. This is part of CAN SPAM 3. Do not purchase or rent lists. This is part of CAN SPAM compliance, and you want consumers to be in your database by compliance, and you want consumers to be in your database by choice not trickerychoice not trickery

4. Secure your customer data and don't sell or rent out your lis4. Secure your customer data and don't sell or rent out your liststs

5. Analyze bounced and undelivered emails. Look for trends that 5. Analyze bounced and undelivered emails. Look for trends that you can correct. Also, some emails bounce due to simple typos you can correct. Also, some emails bounce due to simple typos and misspellings, which can be fixed.and misspellings, which can be fixed.

6. Always remove undeliverable emails and bounces. Your email 6. Always remove undeliverable emails and bounces. Your email tool provider should have an automated system for deleting tool provider should have an automated system for deleting emails after a certain number of failed attempts. Repeatedly emails after a certain number of failed attempts. Repeatedly sending too many emails that bounce can alert the spam filters. sending too many emails that bounce can alert the spam filters.




Your Email Content, Your Email Content, Structure Structure and Formand Form

““ToTo”” and and ““FromFrom”” FieldsFields

1. Watch what you put in the 1. Watch what you put in the ““ToTo”” and and ““FromFrom”” fields in your fields in your emails. Try to avoid the following:emails. Try to avoid the following:

ØØ friend@friend@ØØ public@public@ØØ success@success@

Especially Watch Your LanguageEspecially Watch Your LanguagePart and parcel with maintaining good relations with ISPs is thePart and parcel with maintaining good relations with ISPs is the content and format of your email content and format of your email communications. Words, phrases, punctuation and HTML coding commcommunications. Words, phrases, punctuation and HTML coding commonly used by only used by spammersspammersraise red flags to the spam filters, so its important to be cognraise red flags to the spam filters, so its important to be cognizant and avoid them when you izant and avoid them when you can. Itcan. It’’s a list that changes on a regular basis, so be sure to check fos a list that changes on a regular basis, so be sure to check for updates. r updates.

2. Also avoid in these fields:2. Also avoid in these fields:a lot of spaces or an empty field a strangea lot of spaces or an empty field a strangename, or unreal name in the From fieldname, or unreal name in the From field

ØØ sales@sales@ØØ mail@mail@ØØ hello@hello@



Your Your Email ContentEmail Content, Structure and Form, Structure and Form

Subject Line ContentSubject Line Content

•• In your message subject line, be as specific as possible, In your message subject line, be as specific as possible, with as many relevant details as you can fit. Spam filters with as many relevant details as you can fit. Spam filters are more inclined to let specific messages through than are more inclined to let specific messages through than generic ones. generic ones. Example: when your dealership sends a Example: when your dealership sends a newsletter, say itnewsletter, say it’’s a newsletter and include the month of s a newsletter and include the month of the newsletter in the subject linethe newsletter in the subject line

•• Avoid using punctuation symbols Avoid using punctuation symbols –– like like ““ ”” quotation quotation marks, marks, $$$$$$ dollar signs, and dollar signs, and !!!!!!!! exclamation pointsexclamation points

•• Avoid using all Avoid using all CAPITALCAPITAL letters, in other words, no need letters, in other words, no need to SHOUT to SHOUT –– youyou’’ll wake up the spam filters!ll wake up the spam filters!

•• Avoid putting a Avoid putting a tolltoll--free (800)free (800) number in the subject line number in the subject line (local area code numbers are good)(local area code numbers are good)




The following words, in both your email subject headlines and in the body of the email are known to trigger filters:

Free - alone or in combinations, for example:

“free dinner with test drive”

FREE – in all caps

Guarantee, GUARANTEED

cash

money back

Savings

Call now

$$$$

!!!

Hello

Discount!

what are you waiting for

while supplies last

click here, click below

million dollars

Don’t miss this

50% off!

Subscribe

hidden

opportunity

Compare

You're a Winner!




The following words, in both your email subject headlines and in the body of the email are known to trigger filters:

remove

collect

amazing

cash bonus

credit

loans

Act Now!

All New

Buy direct

Special Promotion

easy terms

great offer

No cost, No fees

Offer

One time

Please read

Don't delete

Save up to

Time limited

Visit our website

While supplies last

Why pay more?

You've been selected

give it away, giving it away




The following words, in both your email Message Body of the email are known to trigger filters:

Large block of hexadecimal (16 units) code

One or more lines of large fonts or all caps – YELLING at the recipient

At least 70 percent blank lines

Header contains numbers mixed in with letters

Message body claims not to be spam

Body contains "removal instructions"

Body contains "Dear friend"

Excessive use of “click here”



Your Email Content, Structure and Your Email Content, Structure and FormForm

In addition to language, graphics, images and certain HTML coding can alert spam filters. Now, AOL, one of the most popular ISPs, and Microsoft Outlook and Outlook Express, the most popular email clients, will no longer automatically load HTML graphics, which means your artistic HTML emails may look terrible in your recipients’ preview screens. In addition, AOL may deactivate links in your emails before your prospects receive them.

HTML emails tend to get deleted more frequently than plain text emails. And, many consumer actually prefer plain text emails. One reason is that plain text emails load faster, which is especially important for AOL users who are still on dialup.

The next slide provides techniques in using HTML emails that are more likely to arrive as the sender intended…



Your Email Content, Structure and Your Email Content, Structure and FormForm

If you use HTML emails, consider the following to avoid spam filters:

1. Do use all-white backgrounds instead of colors.2. Do use style sheets in your HTML code if possible.3. Do include links to Web pages with robust content

instead of trying to include that content in your email.4. Do use tables to organize information and separate

numbers from text.5. Don’t send HTML messages without a text alternative.6. Don’t use oversized fonts.7. Don’t use a lot of different colored fonts.8. Don’t include “.exe” files or attachments with your

message unless requested by recipient.9. Don’t use BCC distribution methods with over 10

names per email.



Your Email Content, Structure and FormYour Email Content, Structure and Form

Build, Use, Monitor and Test Email Templates

Ø The email marketing universe is changing rapidly, with new technologies and new tricks by spammers, so it’s important to continuously monitor, test, and make adjustments to ensure the integrity of this critical communication channel for your dealership.

Ø It’s a good idea to open email accounts with all the main service providers, including AOL, Yahoo, MSN, Hotmail, Gmail, and others, so you can see what your customers see. Check your database and see what email domains are commonly used among your customers.



Your Email Content, Structure and FormYour Email Content, Structure and Form

Develop Email Standards and Policies for the Dealership

Ø Email marketing is one of the most cost-efficient tools at your disposal. This doesn’t mean you should simply accept it as a cost of doing business that a percentage of your emails are not going to get through. This is unacceptable and, in a way, let’s the spammers win. A good email tool provider is your first line of defense. Setting email marketing standards for your dealership is your second. Make your email marketing program is top notch, just like your showroom, your service department, and your website, and you can reap huge rewards from this vital communication channel.



Reference Links and Information SourcesReference Links and Information Sources

CAN SPAM Act of 2003 www.spamlaws.com/federal/can-spam.shtmlwww.wilsonweb.com/wmt9/canspam_comply.htmwww.fcc.gov/cgb/policy/canspam.html

Wireless – Federal Communications Commissionwww.fcc.gov/cgb/policy/DomainNameDownload.html

Spam Filtershttp://spamassassin.apache.org/www.wordbiz.com/avoidspamfilters.htmlwww.spamcop.net/www.marketingsherpa.com/www.imediaconnection.com/content/4011.asp



#4#4

#3#3

#2#2

#1#1

Top 4 Ways to Close More

Sales to Leads

Received

27%27%17%17%Make Direct Phone Contact with Customer Make Direct Phone Contact with Customer (after Email w/availability & prices)(after Email w/availability & prices)

27%27%20%20%Send Price Quotes by Email to CustomerSend Price Quotes by Email to Customer

25%25%21%21%Contact Customer more than once by Email Contact Customer more than once by Email andand Telephone Telephone (within First 24 Hours)(within First 24 Hours)

24%24%21%21%Make sure Customers are either Make sure Customers are either CompletelyCompletely or or Very Very SatisfiedSatisfied with the Lead Responsewith the Lead Response

% of % of Purchase* Purchase* among the among the Leads who Leads who

DID DID ExperienceExperiencethe attributethe attribute

Purchase Purchase Respondents* Respondents* who who DID NOTDID NOTexperience the experience the

attributeattribute

Dealer Response Attribute Experienced by Customer within 24 hours of Submitting a Web based Inquiry (Lead)

*Survey Participants who Purchased a Vehicle were identified via RDR data cross reference and matching with Internet Lead Data

RCS Marketing research (Q3, 2004) reconfirms the Best Practices collected during “Best In Class” Dealer Benchmark studies.

How to sell more vehicles to customers that submit Internet leads…Without relying on opinion or seat of the pants management!

RCS Marketing research (Q3, 2004) reconfirms the Best Practices RCS Marketing research (Q3, 2004) reconfirms the Best Practices collected during collected during ““Best In ClassBest In Class”” Dealer Benchmark studies.Dealer Benchmark studies.

How to sell more vehicles to customers that submit Internet leadHow to sell more vehicles to customers that submit Internet leadss……Without relying on opinion or seat of the pants management!Without relying on opinion or seat of the pants management!

email marketing optimization v1a

Technology

c e r e t

c t i n t e r

dealersa t t r

s e r v

communication channela

killer appa t t r

c t r e s p o n d s

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