eMail Marketing For Service and Parts In this Competitive Market

1. eMail Marketing For Service and Parts In this Competitive Market Presented by: Peter Martin President CactusSky.com

2. Your customer is changing and so is the way they shop, they’re online are you?

3. Why email is so effective How to build your email database How to develop a good email message Incorporating email with other marketing How to use it for re-activating customers Role of your website in eMail Marketing Best days and times to send emails Benefits of using automated systems Learning Objectives

4. eMail is # 1 for ROI • eMail earns the Highest ROI • Last year, the average return from every dollar spent on: • eMail Marketing - $45.06 • Newspaper advertising - $16.86 • Direct mail - $15.55

5. Per eMarketer: Internet users in the US check their personal e-mail throughout the day, including at work. Over 70% of employed respondents also said they checked their personal e-mail at work—and nearly one-third said they did so more than three times a day. On average, business users spend over an hour managing their eMail accounts. -Garner Report as reported in Digitrends Magazine The Value of eMail

6. Deloitte’s ongoing “Global Service and Parts Management Benchmark Study” The service and parts operations are, on average, 54 percent more profitable than the main business and account for an average of 36 percent of revenues. Service is Critical

7. Drivers are holding on to their cars longer The decline in new car sales can be viewed as good news for the auto franchise industry.  The average age of vehicles on the road has been increasing in recent years and is now 10 years for cars and almost 9 years for light trucks. This increases the demand for maintenance and repair services. According to industry analysts there is strong demand for service or replacement of exhaust systems, brakes, shocks, suspension, engine repairs, oil changes, and other related services. It is predicted that this trend will continue for several years which means there will be growing demand for auto aftermarket franchise products and services*. * S&P Economics 2009. The Capstone Financial Group 2007. Drivers are Changing

8. According to market research firm, AutoPacific, Americans are holding on to their cars for longer periods of time, and are they are continuing to stay clear of dealerships. Our Challenge

9. Your Competition

10. Aggressive Offers

11. AutoZone and other parts retailers have benefited from the slowdown, as strapped consumers hold back on buying new cars, opting instead to keep and repair their existing vehicles. Auto Parts Sales

12. It is a Process NOT an Event

13. Target your clients and prospects by building your eMail Database

14. Prospects Leads from various lead providers. eMail address from collections and capturing. Customers Sales/Service/Interaction. Ongoing communications. Service Recalls Database Development

15. Add all prospects into a database. Communicate at least once a month. Always include a call to action. Everybody may not need to buy today, but a coupon, discount, tip, etc can move them to action. Be wary of spamming and follow the spam laws (or get help). Best Practices

16. ACQUIRE P R O S P E C T S Walk Ins (Lead capture taken by Salesperson) Internet Users (Self-guided to website containing lead capture) Phone Prospects Gather email through phone interview and contest offer Potential Responses THANK YOU Dealership Database Customer Profiles are used to create subsequent Thank You messages Website Entered into Contest • For a coupon • For service • For Getting a Quote • For E-Mailing Us • For Your Interest • For Entering Contest The contest incentive provides a “lead capture” form to obtain crucial demographic information as well as an e-Mail address.

17. Every dealership purchases leads from various lead provides like: Autotrader, autobytel, Dealix, Edmunds, Motor Trend, Woman Motorist, AOL Autos, Kelley Blue Book, Yahoo Autos, and hundreds more. Leads you already Own

18. Sample Sales eMail

19. Web Site Leads Real Problem Lead Acquisition

20. Start a dialog Data Capture Problem: 80% of unique web site visitors will not return to your website. Solution: Include an email address data capture form on the homepage to extend the opportunity for a dialog.

21. Data Capture

22. Visitor fills out Lead Capture Form Email Video Brochure is automatically sent to prospect Lead passed to Dealership Online Contests Online Contests help you to build an Opt-in database.

23. Customer Retention ‘It’s always easier and cheaper to keep oldcustomers than find new ones. Dan Lawlor, senior analyst with J.D.Power,

24. Your customers The average dealership has less than 2%of its customers email addresses

25. Average Match Rates Increase your dealershipsemail house list count by up to 30%

26. eMail Enhancement Enhanced Consumer Database for Marketing Matching Process Your file is matched against our permission-based eMail append database. When a match is found, the email address is added to your file. Your existing customer database is sent to eMail Matching for processing. eMail Matching solution At the completion of the eMail matching Process, the enhanced file is sent back to you. A Welcome eMail is sent to your customers introducing online communications to them, and giving them an opportunity to decline receiving any further online communications.

27. A single eMail can make or break a relationship

28. Peter, I received your request for information regarding a Hummer.  Please let me know what you are interested in and I will assist you.Best regards,Mark "the bow tie guy"Cadillac and Hummer727-822-20 Sample eMail

29. AFTER - Preview window • Descriptive headline • Great logo placement • Personalization (name) • 5 second test (winner) • Call-to-action (freebie) • Multiple quick links • Includes signature • Includes postal address • Includes unsubscribe • Includes privacy policy

30. BEFORE • Spam headline • Poor logo placement • No personalization • 5 second test (reject) • Problematic HTML • Poor call-to-action • Poor creative • No quick links • No postal address • No signature found • No unsubscribe • Preview • window

31. SAMPLE ONLY More Effective eMails - Subtle branding From the desk of Jack Bernstein Steve, We need to get on top this story about the presidential election scandal. I need 2000 words on my desk by noon tomorrow. Contact Jane Edwards if you have any questions. Regards, Jack Bernstein 8

32. More Effective eMails

33. All Daily email communications should have company branding and links to the web site. eMail Letterhead should be used on all Employee Communications. Daily eMails – 90% open rate and Thousands of Brand Impressions. Hundreds of click-throughs are generated by using daily outbound email to promote news, services, products and events. Daily Communication

34. eMail Marketing – Customer Retention • Online Coupons and Discounts • 73% of consumers have an online coupon for an online purchase. • 59% have redeemed an online coupon offline.

35. Mass Marketing Acquire new customers & prospects Acquire new customers & prospects

36. Mass eMailings • Saturation eMailing • Target prospects by zip code and send them eMail offers to generate store and web site traffic. • Drive these consumers to your web site for more information (specials, discounts, tips, etc.)

37. Mass eMailings Target prospects by radius of your business

38. Mass eMailings Program Action Acceptance Comprehension Recall ROI Attention Builds Awareness Builds Intentions Builds Sales

39. Mass eMailings Summary • Who can you target??? • Your Customer Database • Your Prospect Database • Proprietary Cactus Sky industry specific databases • 24 Million Business eMail addresses • 180 Million Consumer eMail addresses • Other eSaturation Databases

40. Business Intelligence • Results Reporting: the key to email success is it to know who has • Who Opened the eMail • Who Read the eMail and • Clicked on a link in the email. • With the Clicker information, you can focus on the interests, which will allow for database segmentation and more targeted emails.

41. Online buying • One-third (33%) of users in a DoubleClick study had purchased something from a web site by clicking on a link on an email. • Another 42% clicked on an email link for more information, then purchased the product at a later time.

42. Re-Activate past service clients

43. Customer Retention “Loyalty isyour best marketing tool.”Automotive News Group 1 is using eMail to increase service business and bring inactive customers back into the dealership.

44. Average Dealership DMS eMail is the most costeffective way to reach the INACTIVE (61%) customers in your DMS

45. Sample eMail

46. Service Coupons You can have a unlimited number of online coupons.

47. Post Coupons Everywhere

48. eMail Marketing – Customer Retention • eNewsletters • One of the most welcomed emails.

49. What day time is BEST ?

50. Role of your Web Site