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Give the People What They Want

As consumers continue to become more educated about their purchases, vehicles included, they also continue to become more aware of how they are being marketed to. Not just any email with their name in the greeting is going to grab their attention. To catch their eye, you have to give your customers and potential customers what they want.

That can often be easier said than done, so here are a few attributes the VinSolutions team has found customers are looking for to keep in mind for your next campaign.

Mobile-Friendly 
With over 60% of consumers reading emails from franchise dealerships on their smartphones, it is critical that the emails you’re sending them can be easily read from any device. Many platforms, including TargetPro automatically do this for you with mobile-responsive templates.

Targeted 
Think about how many emails you as a consumer get per day. Now think about how many of those you want. The key to an effective email campaign is providing targeted content that your customers and potential customers will immediately know is relevant to them. One of our dealers has had great success running as many as 30 different targeted campaigns a month using our TargetPro tool: 30-40% open rates and opt-out rates less than half of 1%.

Personalized
And we’re not talking first-name-in-the-greeting personalized. If you’re using a CRM, you have data on your customers, like the type of car they have and their equity, so use it! A truly personal subject line can shift a dead lead to an active prospect.

Something They Don’t Already Own 
This seems like a no-brainer, but think about how many digital ads you see for something you already bought. The tennis shoes have already been purchased - you don’t need to keep getting the emails reminding you how much you love them!

We hear from a lot of dealers that accessories are a good market for them and that campaigns built around accessories are often effective. But they won’t be if you’re trying to sell a customer an accessory they already bought last week. Tools like TargetPro track all customer purchases to ensure marketing campaigns are relevant to them.

For more information on effective marketing techniques and how TargetPro and TargetPro+ can help you implement them, download our full research report.

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Caroline Murray

Marketing Manager

Caroline Murray is a marketing manager for VinSolutions and Dealertrack and author/curator of the VinSolutions blog. In her role, Caroline manages campaign content development, thought leadership and public relations for the two brands. Before joining Cox Automotive in 2017, Caroline held a number of roles with global public relations agency FleishmanHillard, where she specialized in business-to-business communications. Caroline has a bachelor's degree from the University of Alabama and a master's degree from the University of Missouri.

Connect with Caroline Murray on Linkedin or shoot them a note.

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