Peter Martin "Data Mining and E-mail Marketing"
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This document discusses using email marketing to re-engage old leads stored in dealer CRMs. It notes that the average dealership has over 10,000 leads worth $200,000 in their CRM. Adaptive sequence messaging is proposed to send targeted emails on a scheduled basis to old leads based on profiles. Reporting details interactions like opens, clicks, and call tracking to measure results. The benefits of building relationships through regular, relevant email communications are emphasized.
Peter Martin "Data Mining and E-mail Marketing"
- 1. Pg. 52 Data Mining and E-mail Marketing Peter Martin President Cactus Sky Communications
- 3. With Online Leads It Is Even Harder
- 4. How Many Leads Do You Have In Your CRM? The Average Dealership has over 10,000 Leads in the Internet Department CRM Tool Where do these leads come from: • Lead providers • Manufacturer’s site • Your own website
- 5. You Are Sitting On A Pot Of GOLD Average lead cost $20 • 10,000 leads X $20 = $200,000 • 5% Average Internet closing ratio • Leaving 9,500 leads unsold
- 6. What Happens to Those 9500 LEADS?
- 7. Reactivate Dormant Prospects Leads do not get better with age. • Re-engage old prospects with personalized content delivered on a customized schedule monthly • Quick-turn around with inbox reply automation and management • Generate NEW service business with online coupons and special offers
- 8. Call Tracking Number Dealer or Brand Logo Personalization Conversational Copy New Car Search Links to Website Professional Email Templates
- 9. Reaching & Engaging Your Old Leads Delivery Rates of 99% on clean lists • We optimize Email subject lines • Content for successful delivery • We monitor your campaigns • If delivery issues are detected, we will adjust them in real time • All hard bounces, abuse complaints and multiple DNS bounces are purged
- 10. First Campaign Results: Interstate Ford For Interstate Ford we sent out 16,111 emails (Old Leads Sitting in their Internet CRM) RESULTS were: Successfully Delivered: 14,389 Bad emails Removed : 1,225 Emails Opened: 1018 (7.1% open rate)* Emails Read: 779 (5.4% read rate) Clicks to Dealers web site: 321 (45% click thru rate) Of the 321 clicks to the dealer website, 90% searched new or used cars. *Industry standard open rates on e-saturation campaigns are 1-4%.
- 11. How do you Target your leads one by one? With relevant Email Marketing using ASM
- 12. Sales Email on a Preset Schedule Specific content e-Mails Jan Feb Mar Apr based on consumer Profiles 1 New Year’s Special: 14 Free Valentine’s : Detail Leasing Offer 23
- 13. Engage Based Upon Interest Dear Jennifer, Searching for a Service Department you can Create Relationships: trust? Sarasota Ford is your answer offering a one stop shop for all of your maintenance and • Find out prospect’s interest service needs. • Get and keep them engaged •Technically Advanced Service Center • If service was provided on current •Latest Diagnostic Computer & Repair Equipment vehicle, prospect could turn into future •Factory Trained Technicians •Supplier of “OEM” Quality Parts buyer At Sarasota Ford we look forward to serving you! Sincerely, Tony Cooper Service Manager Tony.cooper@sarasotaford.com 941.209.1497 As a preferred online customer PLEASE print this email and bring it with you.
- 14. The Benefits of Adaptive Sequence Messaging Pre-built Sequential Targeted Messages • Triggered conditionally, based on user response to prior messages in sequence – entirely automated and on a timed schedule • Dramatically improved cumulative response rates for marketing campaigns • Build Relationships • Educate Customers • Qualify Leads • Close sales
- 15. ASM…Tracking Responses Clicks trigger next phase Typical Engagement •1,000 Opens (10%) •750 Reads (6%) •400 Clicks •100 Click on Service Coupons •These 100 “Hand-raisers” move into a new message queue 100 SERVICE CAMPAIGN
- 16. ASM…Second Triggered Campaign Messages to 100 Service Clickers Service Letter 1 Service Letter 2 Service Letter 3 Service Letter 4 Sent – Day 1 If no “service-click” If no “service-click” If no “service-click” “Service Links” Sent 1 Week Later Sent 1 Week Later Sent 1 Week Later $9.95 Click on “Service” link triggers Oil Change coupon Oil Change Email being sent automatically
- 17. Mining Gold in Service Internet Leads have typically never been marketed to for service. Advantages are: • Cheaper & Faster • Local Prospects • More profitable • Keeps them in your family of customers
- 18. Monthly Service Coupons Sent Automatically Jun Jul Aug Sept 3 1 E-mail 14 Oil Coupons are Change 5 Cost-effective Battery and Test 16 Tire Trackable Rotation A Service Cycle Offering
- 19. Consumers Are Holding Onto Cars Longer Email is a Relationship building tool that will: • Convert service customers to New car buyers • Convert finance Turn Downs into service customers • Keep local prospects engaged with your dealership • Satisfied Service Customers eventually BUY Cars.
- 20. Program Advantages Clear and Effective Messaging will Produce Results: • We develop relevant content that will engage your audience • Easy to read messages (bulleted) and calls to action are clearly designated • Emails are tested in all major email clients as well as mobile to ensure your message is clearly seen
- 21. Sales Summary
- 23. Detailed Reporting Detailed Reporting Includes: • Emails Sent • Emails Opened • Emails Read • Clicks to Dealer Website • Sales Call Tracking • Service Call Tracking (examples to follow)
- 24. Clicker Reports Reports that tell you which customers clicked through from the email to your website and shows you what they looked at.
- 25. Results Reports Reports that track from emails sent - to opened - to read.
- 26. Click Through Reports Reports how many prospects clicked a link to your website in the campaign email.
- 27. Sales Call Tracking Through a special assigned phone number just for the sales campaign, which rings to your phone number; tracks who, when and for how long phone calls are that you receive.
- 28. Service Call Tracking Through a special assigned phone number just for the service campaign, which rings to your phone number; tracks who, when and for how long phone calls are that you receive.
- 29. Keep Your Dealership On Top Of Your Mind AND SELL MORE Building Personal Relationships Requires: • Two-way business/customer interaction CARS!! • Time and content relevant communications Email Marketing Solutions Designed to Help You: • Automate eMail marketing • Professional Creative • Retain with relevant, timely content • Target with high-response campaigns • Track their activities & interests
- 30. For More Information Contact: Peter Martin 941.756.1932 office 954.205.7716 cell peter@cactussky.com