step-by-step walk through on making and executing an email
TRANSCRIPT
How to create an email campaign
04.23.2020
Step-by-step walk through on making and executing an email campaign
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Campaign ManagerThis document will help you:
• Understand the benefits of sending an email campaign
• Make email a successful marketing channel for your dealership
• Know what to do before creating your email campaign
• Create and execute an email marketing campaign
• Access ROI and other metrics for an email marketing campaign
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Why send an email blast
• Email marketing is a cost-effective way to attract new business and stay in touch with your existing customers.
• With little cost to the dealership, you can use the Campaign Manager to inform a group of customers of sales, special deals, and newsworthy items in the Sales, Service, or even Parts departments.
Email campaigns give your dealership the ability to quickly send information, discount offers and/or sales to a group or groups of your customers.
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Target AudienceEmail campaigns are typically sent by the following:
Audience
Marketing Teams
Managers Internet/BDC Managers
Sales Managers
Others with permissions
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1. The key to a successful email marketing strategy is having a high-quality email marketing list for your campaigns.
• If you are not sure how to make a marketing list or segment your customers into smaller groups to send a more effective and direct message, take the Advanced Search class offered by University.
2. Your template will determine the look of your email.
• If you are not sure how to create a template, University offers an online live Templates class. You can also review the Templates documents in the Resources area of University.
Two things to know before you start this process
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Go to Campaign Administration
Click Campaigns.
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Hover over Campaign Manager.
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Click Add New Campaign.
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Step 1: Add Campaign Name and Description
Type in the nameof your campaign.
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Type a briefdescription ofthis campaign.
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If you plan to send email campaigns more frequently than every 30 days, type in the frequency. (Example — every 14 days)
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For major holidays, having your email campaign scheduled and in the pipeline ahead of time will ensure that your emails get delivered on time.
Choose the date you want to launch the campaign.
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Step 1 (cont.): Add additional information
To exclude customers who have already received a marketing email in a certain number of days, type in any number between 5 and 30 days.
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Click Save.6
Click the arrow to move to the next step.
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Step 2: Choose Campaign Fulfillment Type
Choose Email Blast from the Fulfillment Type dropdown.
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Step 2 (cont.): Choose Template
Choose the sender’s email address. We recommend using the dealership’s email address.
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Choose the email template you would like to use.
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Click Save.4
Elead hosts some dealerships’ email addresses. If that is the case at your dealership, you can choose Primary Email in the From drop down list.
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Step 2 (cont.): If you want to call afterward, Add a Step
Click the arrow to move to the next step.
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To schedule phone call tasks assigned to a certain person or department after the email blast is sent, add a
step for Dealer Completed Phone Calls.
We recommend using this feature with smaller lists so a manageable number of phone calls are assigned.
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Step 3: Choose email campaign recipients
Click Add.
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Select the Marketing List of customers you want to receive your email campaign.
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If you would like to send the email campaign to more than one marketing list, repeat steps 1 and 2 above until all marketing lists are added.
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Step 3 (cont.): Preview an individual email
Click the arrow to View Campaign Summary.
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Your campaign has been saved up to this point. To review the email before sending, click Preview. If you need to
edit the template, do so now.
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Step 4: Confirm and Execute Email Campaign
Review filter criteria and click Ok.
Click the arrow to add the email campaign to the queue for launch.
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Step 5: Email campaign schedule confirmation
If you need to correct any errors, call Technical Support immediately to stop the campaign.
Tracking ProgressSee the status of your campaign and how many emails were sent
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Go to the eMail Blast Queue to see progress
Click Campaigns.
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Hover over Campaign Manager.
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30 day unsold customers 4/17/2020
Click eMail Blast Queue.
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Look at the number of emails that are being created.
View the number of emails that are
trying to be sent.
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Go to Manage Campaigns to see status
Click Campaigns.
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Hover over Campaign Manager.
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Click Manage Campaigns.
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Review the status.4
The most commonly seen statuses are:
• Executing = The campaign emails are currently going out or not all emails could be delivered.
• Complete = All steps have been completed and all emails went out.
• Wizard Not Completed = Not all steps have been completed.
Campaign ROI
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Email marketing campaigns have an ROI of $38 for every dollar spent.
80% of email marketing users agree that it is core to their business.
Nearly half say email marketing campaigns are directly linked to their company’s primary revenue source.
https://www.v12data.com/blog/dealership-email-marketing-surefire-ways-to-rock-your-
campaign-success-in-2018/
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CampaignROI
The most exciting part is reviewing the ROI Report to see what the campaign accomplished!
Inquiries/Replies = list of prospects who received the email and replied.
Gross = income the dealership made on the campaign.
Total = number of cars you sold (or serviced) from the prospects who received the email.
Appt. Set = list of prospects who received the email and set a Sales (or Service) appointment.
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Go to Campaign ROI Report
Click Campaigns.
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Click Campaign ROI.Click View.
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Hover over Campaign Manager.
Choose the name of the email campaign to review.
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Review Campaign ROI Report Data
11/1/2019
11/1/2019
11/1/2019
Click View to see the campaign
template.
Click blue numbers to view performance details.
View your Open Rate and Unsubscribe Rate.
Click the Opened graph to view a list of prospects who opened the email.
Next Steps•Grow dealership revenue through email campaigns
• Review email campaign ideas presented here to apply to your dealership’s marketing strategy• Set up email campaigns to drive engagement and revenue for years to come• To learn more, sign up for the Templates and Advanced Search University live classes
Visit University for all your learning needs.Questions? Email [email protected]