Outline
Purpose: The purpose of this outline is to detail the general tone of the emails that the car dealerships send, list their apparent flaws, and list some suggestions as to what we can do to make our emails better moving forward.
Format: Detailed description of the messages from the dealerships, the apparent flaws with the messages from the dealership, and finally what we can implement in our emails moving forward to crush the competition.
I. Messages from the car dealerships:
For each section I describe the subject as well as include some input on how the prospective customer generally reacts when he or she is confronted. This is based off of my 15 years as a professional copywriter, 10 years as a private practice psychologist, and years of experience with email marketing/auto responders. Although it is impossible to speak for every customer from my
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experience I can detail what the average customer tends to do in these situations. I also did some research beforehand and developed a customer avatar for the typical car buyer. This allowed me to gain some extra insight into the psychology of the average car buyer and gain perspective into what they want from their car dealership as far as their experience goes. 1.
The tone of the car dealerships come off as very “salesy”, meaning each email is trying to incite action instead of building that initial relationship with the customer which is crucial. When messages come as “salesy”, it generally scares people away rather than bringing them in.
• Intensity- The emails are very intense but friendly. They assume that the customer knows exactly what he or she wants, which is rarely the case. Each email tends to overload the customer with information and leaves it up to the customer to filter out the important bits. This causes the customer to block out the entire message instead of gathering what they want from the message.
• Content- The content of each message is practically the same. The average car customer is going to search for a few different car dealerships before they finally make their decision if at all. When all of the messages sound the same they do little to influence the customer. What happens is the customer will group all of the car dealerships in the same group. This is terrible for the business because it means that the business doesn’t stand
out. • Messages in the auto responder sequence- The messages in the auto responder sequence are generally the same as well. Although they do lead the customer through the intended steps the sound practically the same at every step. The customer doesn’t get a real sense that any progress is being made and they don’t feel obligated to make progress. This generally ends up with the customer not doing anything at all. The apparent flaws • Spammy- It makes sense that a car dealership’s emails would come off as “salesy”, the entire place is full of salesmen. However, it this approach is better in person where the charisma of the salesman can take over without that charisma and being in person the “salesy” approach comes off as pushy and “spammy”. This causes the customer to develop email blindness which is when the customer subconsciously blocks the email sender out in their head. The customer won’t even realize that they are ignoring the emails that are sent and the emails are not opened at all. • Not specialized- The dealership are taking an everyone is the same approach when writing their emails. Even though there is an average car buyer, they are not targeting the similarities that each car buyer represents correctly and thus not getting more guaranteed results. People like to feel special, not like a number when they are treated like a number the entire message is usually blocked out. There should be more specialization added to the emails depending on the style of a car, ( ex: a 20 year-old male is not going to buy a minivan but a 30 year-old mother of three would. The message for these two customers would need to be different), and the phase of the buying process that they are in. What we can do better Our angle- With all of the apparent flaws and false steps that the dealerships are taking we have a great opportunity to crush the completion. Instead of taking the “salesy” approach with our emails I think we should go for a friendlier tone and make the customer feel welcomed before pushing them to heavily into buying. I believe that if we build a strong enough relationship with them then selling to them will be a cake walk. In addition to the specialization, we you guys are already doing, I think that we can craft incredibly effective email campaigns. • Add value to emails- Randy and I discussed this on the phone in our conversation on Wednesday. Adding value to our emails could be something as simple as including an article to an email that is helpful to a person who is going through the car buying process. For instance, including an article that talks about a checklist to complete before buying a car (bring identification, car keys, etc.) People are more likely to do something for you once you have done something for them. • Keep friendly tone- I feel that it is important keep our tone friendly in order to build that relationship with the customer. The average car shopper wants the experience so by being as helpful and friendly as possible we are bettering his experience. This helps your clients stand out more in the eyes of their customers, which is good for business. Taking the opposite approach of the competition and avoiding that “salesy” tone is another that will help our emails stand out in the eyes of our customers and help us to increase opt- in and conversion rates. • Build the relationship more- In order for us to be effective with the emails, we would need to focus more so on cultivating our relationship with the customer more than anything else. It is impossible to sale to someone that doesn’t trust you, but easy as counting to three to sale to someone that does. This is the key ingredient among other things that I have listed that the competition is severely lacking in their emails- trust. If we are able to build trust, we will be able to build loyal customers and be extremely effective. • Keep a balance of reminders and value- Flirting with the line of overloading people with emails and being scarce with reminders is another thing that would be critical to our success. When you send people too many emails they will develop email blindness for you and block you out. A good way to avoid this is to add value to most emails. This makes people want to read the emails because they feel like they are getting something out of it each time. Keeping a good balance of value to mix in with the reminders is the best way to ensure that people are excited to open our emails each and every time. Moving forward: I believe the next steps forward should be in direct correlation with the information that I listed above. As long as the emails incorporate what I perceive to be as our best angle I feel we should be able to be highly effective. As always I am open to suggestions and would love to hear some input on what I have written thus far. I will be contacting Randy tomorrow (4/14/16) to discuss this outline and get some feedback on what I can do to help out.
Each Target team member is responsible for maintaining the Company’s brand image when communicating. Electronic communications should comply with the Company’s email policy.
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