Email is an important part of your dealership marketing plan, but there can be pitfalls if done incorrectly or without the proper support. Here are some things you should (or should not) do to ensure your email gets to the right people all the time.
Things to do
Create attractive and compelling email campaigns — Your emails won’t be read unless they contain a valuable message. Let Premium Productions help you create email campaigns which will get your customers’ attention every time.
Keep your email lists clean and current — You want to make sure your email lists are current and don’t contain addresses which are outdated or from recipients who have opted out of your email. Too many bad deliveries can classify you as a spammer.
Ask your customers to add you to their address book — You will not be considered a spammer if your customers have added your email address to their accepted address book.
Ask your customers to check where they receive your emails — Email systems can place your incoming emails into special folders which may not be regularly seen or used by your customers. Gmail, for example, can place them in a Promotions tab which may not be familiar to your customers. Ask them to move your emails to the inbox thus ensuring their future arrival in the correct location.
Run email tests through spam filters — This is something Premium Productions can do for you. We test your email campaigns to be sure they will pass common spam filters.
Things to avoid
Don’t spend money buying unknown email lists — Third party lists from unknown vendors can contain bad addresses and other issues. Using them can put your reputation at risk as a spammer.
Don’t load up your email with images — Excess images without adequate text can trigger spam filters.
Don’t use short or abbreviated links or URLs — These are techniques used by spammers and your emails can be targeted as spam by email providers.
Don’t use attachments — Keep your message short and on target and avoid unnecessary attachments which can look like spam.
Don’t overwhelm your customers with your message — Overuse of CAPS, too many exclamation points, gaudy colors, or other tricks will turn off your customers.
If all this seems a lot to manage while running your automotive dealership, Premium Productions can help. We can manage your email campaigns and take the guesswork out of providing quality emails to your local market. Contact us today at 800-297-1990 for an assessment of your email marketing program.