Dealer Product Services eConnect Play OFFENSE eConnect The Big e

Dealer Product ServiceseConnect

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eConnectThe Big e


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Elements of eConnect Solution

• eAppend• eReminders (eSRL)• eBlitz


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eAppend


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The Pre-Game

• Dealer Options– Email Design & Text– Return (From: ) address

[email protected]


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The Playbook

• Extract• Validate & Compare• Invite• Load


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The First 2 Downs

• Extraction• Validate & Compare

– Database of 100 million current email addresses

• Previous email addresses are part of file

– Process corrects for common spelling errors


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The Third Down

• Invite– Email sent to matched customers– Allows them to opt-out of further

communications


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Invitation to become an eVIP of Arlington Toyota

Dear Jane Doe:

We’d like to thank you for being a valuable customer of Arlington Toyota. In order to serve you better, it’s important for us to keep you up-to-date with information about new products, customer service news, and periodic special promotions.

We’re seeking your permission for the privilege to communicate with you via email. If you do not wish for Arlington Toyota to contact you via email please reply to this message with the word REMOVE in the subject line. Your name will not be added to the Arlington Toyota email database. We look forward to keeping you informed of this important information.

Thank you,

The Service Team at Arlington Toyota


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Fourth & Goal

• Load– Direct update to DMS available for ADP and

R&R only– Other systems

• Can provide interface to perform upload• List in dealer-specified file format


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Going for the Extra Point• Can be set-up to automatically recur

– Monthly– Quarterly– Semi-annually– Annually

• Reverse eAppend– Adds additional information to email records

with limited data• Name• Address• Telephone numbers


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Post-game Review

• Adds additional customer touch-point– Most dealers capture addresses for 5% or

less of their customers

• Dealer charged based on records loaded– $1.00 per appended and usable record

• Reduces marketing costs– $0.35 vs. $0.93/$0.96


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eReminders


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The Hall of Fame

• First introduced with CLM– For each enrolled dealer, every communi-

cation was created separately– Not scalable

• BMW Service Connection Program– New, dynamic email generation system– Template-based– Completely scalable


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Rules of the Game

• Email is primary delivery option• Undeliverable emails

– Converted to mailed communications– If email address updated, customer will

receive emails again

• Unsubscribe / Do Not Email– Converted to mailed communications– Receives only mailed communications


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Yellow Flag on the Field

• Spam filters– White-listed with major ISPs– Internal Monitoring– Subject Line

• Junk mail• Privacy Concerns


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Let’s take a look at the tape…

eSRL Demo SiteeSRL Demo Site


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The Scoreboard

eSRL Reporting SiteeSRL Reporting Site


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Now available for the

MARKETING


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Features vs. Benefits

Features• Describes attributes of a product

Benefits• Makes the features more personal; how

the feature will improve their life


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Schutt 7800 Adult Air Varsity Commander Football Helmet


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Feature Benefit

Smooth, spherical shell Aids in deflecting impact; avoids concussions

Large ventilation holes Allows air to circulate; keeping player cool and on the field longer

Third chin strap snap Better fit; allows players to concentrate on the game, not worry if their helmet will suddenly fly off


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You Make the Call!

• $0.35 per email• Branded to

dealership and OEM• Personalized to

consumer• Looks like mailed

communication• Online reporting• Service Appointment

hyperlink

• Driving Directions hyperlink

• Bounce-back / Undeliverable policy

• Unsubscribe policy• Personalized From:

line• White-listed with

ISPs


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eBlitz

• Online solution still in progress• eBlitzes can still be done


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Q & A


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Hands in everyone!

Ready…….

BREAK!(15 minutes – don’t be late $$)

Documents

Dealer Product Services eConnect Play OFFENSE eConnect The Big e