Get Mobile Car Shoppers to Open Your Emails!


By Laurie Foster

Accord­ing to a recent eMar­keter report, 88% of mobile phone users check their email via their device dai­ly. Does your deal­er­ship send mobile-friend­ly email?

Get­ting your con­tacts to open an email, read it and take action on it may seem sim­ple, but accord­ing to eMarketer’s study, mobile open rates and click-throughs are slip­ping, caus­ing many to rethink their approach to the expe­ri­ence pro­vid­ed by their email mar­ket­ing efforts.

Here are some ways to opti­mize the email you send for today’s mobile car shop­per:

1. First, be sure to cre­ate short, atten­tion-grab­bing sub­ject lines. Try to keep the length to 50 char­ac­ters or less and use action words that are rel­e­vant to their inter­ests and per­son­al­ize the expe­ri­ence.

 2. Use mobile-friend­ly tem­plates that scale accord­ing to screen size. There’s noth­ing worse for a mobile user than an email for­mat­ted for a 15-inch com­put­er screen! Open test emails on as many smart­phones and tablets as you can get your hands on to ensure your emails are easy to read from any device.

3. Cut the copy! Whether it’s respond­ing to an inquiry about a spe­cif­ic vehi­cle or a newslet­ter meant for a dis­tri­b­u­tion list of 1,000, ask your­self, “would I read all of this on my smart­phone?” If the answer is no, lim­it the amount of copy, and if pos­si­ble, lim­it the num­ber of calls-to-action in a giv­en email. Adding bul­lets and using bold for­mat­ting are oth­er ways to cut down on copy and draw the reader’s eye to what’s most impor­tant.

By doing your part to make it easy for mobile car shop­pers to get rel­e­vant infor­ma­tion quick­ly and in a way that’s opti­mized for their device, you’re also mak­ing it eas­i­er for them to choose your deal­er­ship over the com­pe­ti­tion.

Lau­rie Fos­ter, Deal­er Train­ing Man­ag­er at , can be reached at [email protected].




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