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Email Marketing Optimization by Ralph Paglia

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  1. 1. A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N Email Marketing Best PracticesAvoiding Anti-Spam FiltersMISSION:To supply dealerships with the knowledge andunderstanding of electronic communicationstrategy, email content, form and structureneeded to increase the percentage of electronicmessages that reach the customer as intended July 26, 2005 26, 2005Tuesday, July Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved1
  2. 2. Growth of Email Marketing by DealersA T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I NStrategy & Content for this Presentation:Wards Dealer Business Cliff Banks says emailmarketing in dealerships will explode this yearand if you ask the top dealers in the nation,theyll tell you its THE critical communicationchannel with their Internet prospects. Whetheryoure new to email marketing, or youre anexpert at segmenting your database andsending targeted messages, the followingpresentation will provide a variety of emailmarketing best practices to ensure yourmessages get through to your customers. July 26, 2005 26, 2005 Tuesday, July2Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
  3. 3. Protecting Your Communication ChannelA T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N In its recent Internet Security Threat Report, Symantec Corporation reported that spam accounted for over 60% of all email traffic from July December 2004. The good news is - a plethora of spam filters that are springing up everywhere, from your ISP to your desktop, are doing their job. The bad news is theyre doing it too well. According to iMedia Connection, as much as 17-19% of legitimate, permission-based email messages are erroneously blocked by the top ISPs, a number that has been steadily increasing over the past few years. Email communication is critical for todays auto dealer, so anything that disrupts this channel should be considered a hazard to your business. Anyway you slice it, a 17-19% loss in your business is staggering. In fact, this problem causes American businesses to lose billions of dollars every year.July 26, 2005 26, 2005 Tuesday, July3Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
  4. 4. Protecting Your Communication ChannelA T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I NYour Internet-related service providers (like lead providers, website developers, and CRM tool companies) should be your first line of defense when it comes to ensuring the integrity of your email communication channel, so you can focus your attention on the business at hand selling cars. Nevertheless, as a dealer, there are things you can do to increase the odds that your email communications get through to your intended recipients. While the following best practices cant guarantee that all your messages get through every time; the key is doing what you can to increase your odds.July 26, 2005 26, 2005 Tuesday, July4Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
  5. 5. The Telephone - Still the Killer AppA T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I NJust Like Donald Trump Before we get into more detailed talk about email communication, theres one thing that every Internet-savvy dealer needs to keep in mind:The telephone is still the killer sales application, second only to theface-to-face meeting. I once heard that Donald Trump never uses acomputer; hes always on the phone. Regardless of what you might thinkof Mr. Trump, you cant deny the mans success.Yes, youre an Internet dealer, and yes, these are Internet prospectswho prefer to interact online. Still, its business critical to get on thephone whenever possible, in addition to emailing your prospects, untilthey expressly tell you not to. That being said, the following slides present some email techniques and best practices that can help you eliminate the types of red flags that alert spam filters which prevent your communications from getting through to your prospects and customers July 26, 2005 26, 2005 Tuesday, July5Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
  6. 6. Spam Filters have Changed the RulesA T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I NAnti-spam filters are the mine fields in the war against spam, and theyre a threat to your innocuous emails. There are spam filters on the mail server, or Internet service provider, side; in corporate firewalls; and also on the client-side, or your intended recipients computer. Many filters today assign a point system to certain trigger words, phrases, or punctuations that are commonly seen in spam emails. If an email surpasses its quota of spam points, it is sent to the junk email folder or else destroyedSpam Filters work like a before it ever gets to your Missile Defense system, intended recipients inbox.blowing up email messages before they hit your inbox July 26, 2005 26, 2005 Tuesday, July6Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
  7. 7. Spam Filters have Changed the RulesA T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N The top Internet service providers, like AOL, MSN, Yahoo, and Verizon, all have their own customized rules for defining and weeding out spam. The big ISPs have routers for their email domains that analyze all incoming emails. These routers can automatically block emails that come from certain addresses, which the ISP has black listed, because consumers have complained about spam. Any dealer that has mistakenly been put on an ISP black list knows how burdensome it is to get off. This is why it is so business critical to have a good email reputation with consumers, because one too many complaints can mean doom for your email marketing program. This goes for both your dealership and your email marketing tool vendor both of which have an impact on ISP relations and a hand in staying off theBDC Managers and ISMscan inadvertently get Anti-Spam blacklists.dealers Blacklisted July 26, 2005 26, 2005 Tuesday, July7Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
  8. 8. Maintain Good Relations with Top ISPsA T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N The most important element to getting your email communications through is maintaining good relations with Internet Service Providers. In other words, the mail server that sends your emails must remain in good standing. If a few consumers complain to their ISP about junk mail coming from a particular dealerships mail server, the ISP will address the issue by categorically blacklisting, or blocking all mail, coming from that server. This will affect not just your business, but every other business that sends campaigns from that server. A quality email service provider will always work to maintain good relations with the ISPs.As a dealer, the part you play in maintaining that good reputation is building your email list, controlling email content, and determining how often and to how many people you send campaigns. There should be a partnership where the technology provider and dealer protect RWS Dealer Web Sites each others interests will show you the Top 5 ISPs used by your customers July 26, 2005 26, 2005 Tuesday, July8Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
  9. 9. Bulk Email and One-to-One CommunicationsA T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I NOne strategy that experts like Bill Boebel,chief technical officer at Webmail (providerof secure email hosting services), suggestsis sending your bulk, or large list, emailmessages from a different server than youuse to send your one-to-onecorrespondences. This helps protect theintegrity of your one-to-one communicationsin the event a consumer receiving bulkcommunications from your dealership Using a 3rd Partycomplains, and that server is temporarily server for bulk emailsblacklisted. A good email or CRM toolcreates a non-dealerrelated target for Anti-provider can help you with this strategy. Spam Blacklisting July 26, 2005 26, 2005 Tuesday, July9Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
  10. 10. Why is CAN-SPAM relevant to Dealers?A T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I NThe CAN-SPAM Act of 2003, or The Controlling the Assault of Non-Solicited Pornography and Marketing Act has done little to stem the flow of unwanted emails burdening the system. Nevertheless, legislation has set some standards that legitimate businesses should follow, not just for self-protection, but to differentiate themselves from spammers. Failing to comply with the CAN-SPAM Act can invite both criminal and civil penalties and allows suits by the Federal Trade Commission (FTC), State Attorneys General, and Internet Service Providers.The following slides present an overview ofWith new legislation in place, dos and donts that Internet dealers should dealers need to pay attention follow to be CAN-SPAM compliant. Its also a to employee bulk email practices good idea to read up on this Act in more detail. July 26, 2005 26, 2005 Tuesday, July 10Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
  11. 11. Dealer Guidelines on CAN-SPAM ComplianceA T T R A C T I N T E R A C T R E S P O N D S E L L S E R V I C E R E T A I N 1. Do include an opt-out system making it easy for customers tounsubscribe, or opt-out, from receiving broadcast emails 2. Do have a functioning reply address and an unsubscribe systemthat operates for at least 30 days after your last broadcast emailing 3. Do include your postal mailing, or physical address in the message 4. Don't use fraudulent or deceptive su

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