The Evolution of Email

According to recent research, email marketing technology is used by 82% of B2B and B2C companies, and more than half of emails are opened on mobile devices. Long a mainstay of the digital marketing toolbox, email continues to evolve and grow in influence.

When asked to rank their preferred way to receive updates from retail brands, consumers consistently ranked email highest in the “preferred a lot” category compared to direct mail, mobile apps, social media, push notifications, and mobile wallet, according to Campaign Monitor’s 2017 Consumer Email Habits: What Do Your Customers Really Want?

Customers respond favorably to those brands that get the basics right - especially email. Personalizing email subject lines can help boost email opens and click-through-rates. Personalized content provides a more seamless user experience and increases customer engagement and conversion.

Like any other digital platform, emails should be timed right and offer relevant content to your audience. In fact, personalized email messages improve click-through-rates by an average of 14% and conversions by 10%.

Consumers today expect online retailers to offer curated customer experiences and they’re willing to provide personal data to get it. This is where your CRM software comes in handy because it already contains a wealth of data that can be put to work for your dealership: customers whose leases are about to expire, vehicles due for an oil change, and high-mileage vehicles ripe for trade-in on a new model. When combined with automation, CRM will help you deliver timely, relevant, and personalized emails on a large scale.

It’s important to remember, though, that there’s a fine line between using customer data for personalization and going too far. Finding the right balance requires keeping an eye on anti-spam laws, which, for Canadian dealers, is a top priority.

To start, be sure to follow these basic best practices:
Be open with customers about the data you are collecting and clear about how you intend to use it
Clearly identify your business name in all emails
Create a customer information privacy policy and make sure your customers have easy access to it
Never use data that a customer has given to you unintentionally
Never send messages without customer consent

More information about Canada’s anti-spam laws (CASL) is available on the Government of Canada website.

Search Optics is a leader in global digital marketing that specializes in custom, integrated solutions with an emphasis on outstanding measurable results. The company uses an uncommon blend of class-leading technology backed by real people. Founded in 1998, Search Optics has offices in the North America, APAC, EMEA and LATAM regions.


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