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Wednesday, June 11 2008

For those of you I did not have the pleasure of meeting, at the recent GMMDA Convention  I wanted to bring you up to speed on a "No Fail" Mail program.  To my knowledge, no other mail company offers this "Complete Mail Solution". From Mail leads, phone leads and even "email' leads, this program offers much more than you are accustom to.


For those of you who visited the Auto Technologies Inc booth,  you know exactly what I???m talking about .

First let me tell you what the Complete "No Fail" Solution is... 


Auto Technologies creates a great mail piece. Nothing spectacular about that. All mail houses have some great graphics people. It???s the rest of the campaign that makes it different. Bear with me, while I explain.

 On that mail piece itself there are several ways to capture the car ??" shopper???s attention... Let me explain... some of you may have seen similar programs but please stay with me, because I promise you, this is different.   Remember... I told you it was "No Fail".


Like some competing mail companies, the piece will have an activation code. Wait.... this is different. You are not simply provided with your "Postal Mail Pieces", better known as ???Snail Mail???, you are additionally provided with  approximately 100,000 "Email Pieces" and SEVERAL ways to capture the contact information of your recipients. 

How it works:

1st  the customer may choose to go online and activate the code, thereby generating a "lead" to your dealership with the shoppers "contact information".


2nd the customer may choose to call the dealership, to activate his/her code... wait....Auto Technologies also provides a national toll free number and or  local #'s, so even IF, the call does not get answered... the callers "ID" is captured in the system! You never miss a call!!!


3rd the recipient may bring their code to the dealership for activation. Wait...,  There's so much more!


Now, as you may recall I indicated there are 100,000 Email Pieces sent out also.  Those email pieces correlate with the Mail Piece offering the same incentive, or can lead to a Credit Application! You can???t lose! You get email leads, ups, calls, and applications!!!


The program offers an incentive of your choice. A "Highly Perceived Value Premium??? works best. For instance $1000 online Shopping Sprees or Mini Vacations, etc...."Pre - Loaded" Visa or Wal-Mart Cards, etc....


In order to receive the Incentive, the customers have to activate their code.


All incoming calls from Email and Postal mail are captured in the tracking system and it comes with a  "Follow Up" mailer! That's right.  Remember I told you if they call the number the customer???s info is captured? That info is exported  into labels and the customer is sent  a follow up letter !


On top of all of this, you are provided with a 40 inch "REUSABLE "fabric sign for your window. It's made from the new innovative Fabric Media you've been hearing so much about. It sticks to any surface and leaves no residual! You can use it over and over.




Posted by: Roberta Long AT 02:28 pm   |  Permalink   |  Email


Email Marketing Done Right - We've been lied to - It's not all about the "Open",...initially

Toyota & GMC; Preferred Vendor- Marketing & Eccomerce

What emails yield the highest open rates, and which are relevant to your campaigns success? 
Let's begin by addressing the "Open".
It's not enough to get the email solicitation (for lack of a better word... perhaps informational piece? Nah.. we all know it's a solicitation... 

Any email deployment company can promise high open rates, but if they aren't opening the message for the right reason it will yield limited results. We have tested this time and again. 

Example Market Test: 

We deploy an email campaign with the subject line: "What do you think of Candi's new Bikini?", and yield an impressive 15% track-able open rate. Not bad ... if that's my only goal... We'll call that subject line "A". 

We launch another email to the same business prospect list, this time with the subject line "B"; "Dealers add profit with Security System Installs". "B" yields a mere 2.5% open rate... but wait...

Now you may think the first subject line is the way to go, however let me share further results...

Test Subject line "A" received 5 click-throughs to the landing page with further details and order options.

Test Subject line "B" received 200 click-throughs to the landing page with further details and order options 

The question is.. what are we trying to sell? Security Systems? or "Pictures of girls in Bikinis"...
Which yielded the best return?.... 

The fact is, "it's not all about open rates"... It's about relevancy. Now.., what could we do with the contact records of those who "Opened" our email based on a relevant Subject Line?.... We now know they are in the market or have a need or interest in what we have to offer, based on the fact that they opened, our relevant subject line... and what could we do with the contact records... the knowledge of which business prospect took further action; i.e. clicked through, based on that 'relevant" subject line?

This leads me to the final word in my headline...'initially"... Once an email is opened based on a relevant subject line....action was taken (click through), the highest yielding "OPEN", on an outbound email marketing lead generating initiative is the "follow-up" email to those recipients who opened and read your initial email based on a relevant subject line. We've seen anywhere from 35% clear up to 65% open rates on follow up letters... Now how could this change your prospecting efforts?