How many emails does your dealership send each day? Think about it.
From newsletters and coupons to customer follow ups and staff reminders, if it’s like most, your team is sending hundreds and hundreds of messages. But who’s reading them? And on what devices?
According to a new study from MoveableInk, as reported by MarketingLand, a staggering two-thirds of all email opens now occur on a mobile device, with just one in three happening on a traditional desktop computer. Highlighting the growing trend of consumer mobility – consumers using multiple mobile devices as part of their day-to-day lives – the research shows why it’s critical for all retailers, including dealerships, to be mindful of the platforms on which they’re interacting with consumers.
In automotive, mobile stretches well beyond email marketing. More than 80% of car shoppers use a smartphone to do research before buying, and that extends through the time they spend on the dealership lot.
Though most of car shoppers choose not to contact a dealership by email before visiting the showroom, keeping these three basic tips in mind as part of a comprehensive mobile marketing strategy can help ensure the emails your store does send land safely in the hands of consumers.
1) Format with Responsive Design
Every mobile device has unique dimensions. In order for your email to look right on an iPhone 6, Samsung Galaxy and Microsoft Surface, the template you use to has to be formatted using responsive design. Emails sent without a template typically do this automatically (e.g. an email sent from Outlook to a customer’s Gmail account); however, if you’re sending a formatted email, such as a monthly newsletter or formal sales response, make sure it adapts according to the size of the reader’s device.
2) Avoid Landing Page Pitfalls
Getting a shopper to open your email is just the first hurdle. The next is getting them to click through to your website, your reviews on Cars.com or any other relevant link you include in your message. If you do include links, make sure they’re mobile-friendly. There’s nothing worse than having an interested customer drop your dealership from consideration because the page you sent them to wouldn’t load on their device.
3) Test, Test, Test
Before using a new email provider or a new template to engage with customers, do your due diligence and test the messages you plan to send on a variety of mobile devices. It’s great to use your own smartphone to start, but don’t hesitate to call on friends and co-works to play the role of customer as you “test send” new communications.
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