Car Dealer Email Advertising | Automotive Marketing Services Analysis
Ever since people started offering goods and services to other people, a need for follow-up marketing has existed. Throughout most of history, this involved face-to-face interaction as a merchant’s brand was his own personality. Thankfully, this is the 21st century, and we no longer need to meet every one of our clients in person. Internet-based shopping, social media applications, and email marketing have made follow-up and branding a streamlined process.
Reliance on email, however, can lead you to lose sight of your goals when making contact with clients. This lack of focus can cause you to send off-message marketing that’s ineffective or confusing. In a worst-case scenario, a poorly-worded email could turn clients away and tarnish your brand. Nonetheless, email marketing is a powerful and reliable tool if used correctly, so let’s look at a few of the pitfalls to avoid.
1) Be Concise
For all of the care you put into creating the perfect marketing email, research shows your prospective client will take approximately 15-20 seconds to evaluate your email. With this in mind, you must craft your message to grab their eye and communicate your message within that narrow window of time. Avoid long detailed descriptions and design your email with visuals in mind. Key points should stand out in contrast to surrounding information, this can usually be accomplished through adjustments in text weight and size. Images and other eye-grabbing visuals will help draw the readers eye to details you want them to focus on. You are in their mind for a very short period of time; make it count!
2) Write with Purpose
Don’t lose sight of what your goal is. When writing marketing emails it can be easy to get lost in the goal of catching the readers attention, but that’s only half the battle. The primary purpose of your message is to get the reader to do something, whether its contacting you via a communication channel or taking direct action themselves. Set out ahead of time knowing what you want the reader to do after they’ve read your message and ensure your email gives them that ability. Convincing your reader to buy something from you is useless if they don’t know how.
3) First Impression
We all know that first impressions are king, but its easy to lose sight of this idea when constructing a marketing email. Picking the perfect layout, wording and imagery can cause you to forget a simple fact: These things don’t matter if the prospective client never opens your email in the first place. A poorly-worded subject line on your email can cause all that hard work to go right in the client’s email trashbin. Your subject line is your foot in the door, its the critical warhead at the tip of your email that opens up those 15-20 seconds you need to lay out your message. Protip: Be careful to avoid a lengthy subject line, as many users view emails on portable devices and you don’t want your subject line cut off by a tiny screen.
If you follow these simple tips you should see a good return on your email marketing campaigns. It’s a basic mantra: Catch their attention with the subject line, secure their attention with a simple eye-catching message and give them the means to act. If you need help in your next email marketing campaign, contact Premium Productions today. We can help create an email campaign that will help target the specific consumers for you!
Happy Hunting!