CityTwist successfully drives consumers to the websites of their customers through effective email marketing campaigns. Email marketing works just like digital direct mail—you select your consumer group, and they receive the email in their inbox and take action. As simple as this may sound, much thought must be given to the emails in order for them to be effective.
In this video Mark Lafevre, Vice President of Sales at CityTwist, provides viewers with three keys to driving traffic with an email marketing campaign.
Subject lines are one of the most important elements of an email marketing campaign, since they’re the first things a consumer sees when checking their inbox. If a consumer is uninterested in the subject line, they will immediately discard the email. It’s imperative then that the subject lines of these emails are relevant to the consumer. While formulating the subject line, think about who your ideal consumer is and what they want. One of the best ways to ensure that consumers will open the email is to include or allude to an offer. Consumers love a good deal, so entice them to open your email by indicating some type of offer in the subject line. For more information, check out this blog post about the dos and don’ts of email subject lines.
Consumers hate seeing their inbox filled with junk mail, so emailing too often can be off-putting, but consumers will forget about your company if you email too infrequently. Finding the balance in frequency of emails can be challenging, but research has shown that the most effective frequency for sending emails is once every two weeks. This frequency allows consumers to feel like they’re still a priority to the company without feeling overwhelmed when they check their email. Read more about how sending more is not always better.
Everyone has a theory about the best time of day to send an email. Some think that early morning is best because then people will see it first when they check their email. Others think sending in the late afternoon is better because people like to have an empty inbox before leaving work. Whichever theory you subscribe to, make sure that you send emails during business hours. Sending during business hours has proven most effective for getting consumers to actually open the email. This infographic shows you the best times to send emails.
For more tips and tricks from the best and brightest in the auto industry, download our ultimate recap of NADA 2014 here.