Secrets of the Inbox - Presentation for Driving Sales Summit - #dses

Malinda Terreri Jeff Kershner
Founder of 1To1News.com Founder DealerRefresh
mterreri@1to1news.com jeff.kershner@dealerrefresh.com

• People who use social networks are
more likely to be “hyper email checkers”
and check email four or more times each
day.

• Time spent reading commercial email has
risen from 23% in 2007 to 30% in 2010.

• 74% of all online adults prefer email for
commercial messages (compared to
direct mail, email is preferred at a rate of 5
to 1).
Malinda Terreri
(Merckle “View from the Digital Inbox 2011) Kershner
Jeff

Email Service Providers are now
determining your inbox
deliverability based upon your
sender reputation.

• Yahoo rejects 7 out of 8
emails.
• Hotmail rejects 1 out of 3
emails.

Your Online Reputation is based upon:
•Number of unknown users (bounces)
•Number of spam traps
•Spam complaints
•Your open rate
•Your engagement / click through rate


1. Senderscore.org – Measures your
email volume, complaint rates, unknown
users.
2.Senderbase.org – Delivers a good,
neutral or poor rating and any blacklists
listings.
3.http://postmaster.aol.com/Re
putation.php - This tool will let you
know what AOL thinks of you with a
good, bad or neutral rating.
4.SNDS - Windows Live Hotmail Smart
Network Data Services is a Hotmail-
based report that displays daily delivery Kershner
Malinda Terreri Jeff
metrics by IP. Founder of 1To1News.com
mterreri@1to1news.com
Founder DealerRefresh
jeff.kershner@dealerrefresh.com

Insert Sample
Email Audit
SenderScore
Screenshot


1. Clean up your database.
2.Move inactive recipients to a
separate list and re-engage.
3.Remove complaints and
unsubscribes.
4.Add an unsubscribe link to
top and bottom of
newsletters, etc.
5.Setup feedback loops.
6.Apply for whitelists.

Delivery Tip:
Set up an email account with each
of the email providers and then
secret shop your dealership. Are
your emails making it into the
inbox for each provider?


Delivery Tip:
Birthday greetings have an
extremely high open rate. But
don’t just send a happy birthday
message. Instead, include a
birthday video message so
people have a reason to click-
through.

Improve Your Open
Rates:
1. Use Personalization
2. Think Headline News
3. Avoid the spam filter
4. Deadlines are Good
5. What's in it for me?
6. Test, test, test.


to

Birthday emails to
Barf emails


…. we've got 6 weeks of follow-up
templates loaded up on our CRM. We’re
Cook’n!!


4 Letters That Will
Sell You More
Cars This Month


Attention

Interest

Urgency

Action

Attention

Grab their ATTENTION
• Pay attention to your subject
line!
• Who are your emails coming
from?
• The first sentence of your
email is vital
• Answer their question first

* Don’t forget about Mobile!


The Engaging Engaging
Professional Smartass
• A Sweet 2012 Nissan • I was thinking about you
Altima from … • Let’s puck around
• 2012 Altima with Important • Someone went crazy in
Information Frederick, MD
• Yes – the Nissan Altima is
available
• May I call you at 310-591-
1705?
Tips
1. Keep your subject lines Short, Descriptive and
Relevant
2. Your subject line should…describe the subject of
your email
3. Avoid “$” signs and excessive punctuation
4. While “FREE” can sometimes work, try “Our
Treat” or “On the House” instead
5. Using RE: when you’re not truly replying is Not
CAN-SPAM Compliant Malinda Terreri Jeff Kershner

Interest


Interest

• Inventory
• Incentivizing


Inventory
Options


Place more emphasis on your used car and
CPO programs when following up on online consumer:

Nearly 46 percent of consumers who
planned to buy a new vehicle bought a used
car or truck instead.


Tools


PureCar Value
Reports


AutoTrader
AutoBiograph
y


Do more to differentiate your dealer brand from the
competition:

More than 55 percent of consumers who
intended to buy a new vehicle from a specific
brand actually bought another make
(either new or used).

But I thought they were going to
buy from me.


Video with
Authntk
Walkaround


Incentivizing

Penny, for
Hi, thanks
your
for
thoughts!
visiting!

Penny, for
your
thoughts!
Penny, for
your
thoughts!


Incentivizing

• Increased email
response rate

• Increased the
show rate by up to
40%

• Increase our lead
to sold % by double


Urgency


Urgency

Urgency to Urgency to
serve purchase
• Quick and consistent • Mention legitimate
responses offer expiring
• Professional • Don’t miss out!
responses
• Quickly ask for “We have had quite a few
permission calls on this vehicle today
already”
• Include relevant
content - (inventory)
• *Sent from my mobile
device Founder of 1To1News.com Founder DealerRefresh

Action


Action

Ask a
Question?


Action

• Would it be okay to call you this
evening at 6:15?

• May I call you at 310-XXX-XXX
today?

• Would you mind if I sent you a
value / history report on this
vehicle?

• I don’t want to bug you, but
when would be a good time Founder of 1To1News.com
mterreri@1to1news.com
Founder DealerRefresh
jeff.kershner@dealerrefresh.com

Attention

Interest n se
po
es te
R a
R
Urgency

Action

Thanks

Jerry Thibeau at PhoneNinjas
for help with the Mystery
Shops –
www.phoneninjas.com

Thanks to Polk and AutoBytel
for supporting stats from
their latest study

Thanks to the #DSES team for
amazing conference


Secrets of the Inbox - Presentation for Driving Sales Summit - #dses

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