eMail MarketingFor Service and Parts in this

Competitive MarketWith

Peter MartinPresident, CactusSky.com

Moderated By

Mike BowersExecutive Editor, DealersEdge

Peter Martin, President of Cactus SkyPeter Martin the President of Cactus Sky Communications one of the premier eMail Marketing agencies in the country with the distinction of over a 95% eMail delivery rate and less than 1/2% unsubscribe rate. The companies' ability to deliver eMail through SPAM filters and Firewalls and track the recipients' actions (clicks) provides its clients with an unprecedented marketing advantage. The companies ASM (Adaptive Sequence Messaging) methodology provides drill down eMail campaigns with specific communications based upon the recipients needs or interests resulting in a higher conversion ratio.

Peter is also the founder of AskPatty.com, Inc. the Number 1 Automotive Advice Site for Women and the creator of the Certified Female Friendly Training program designed to assist car dealers sell and provide exceptional customer service to women. Peter started his automotive career in 1987 with the Ricart Ford organization and was part of the team that took the dealership to the Number 1 Retail Dealer status with the Ford Motor Company. His extensive background in the automotive industry provides him with a keen insight into advertising and marketing.Peter Martin has been engaged in a wide array of diverse advertising and marketing ventures, ranging from introducingeMail Matching to the auto industry, pioneering the development of the first Video eMail Technology, to development of multi channel marketing which incorporates Direct Mail, Direct eMail and telephony services to increase campaign response rates.

Prior to launching Ask Patty, Peter held the position of Business Development Director of DME, one of the largest Direct Marketing Firms in the country. Peter had also held the position of Director of the ZLEADS division of Zimmerman Advertising, where he developed the special finance lead generation program. Peter has also owned and operated his own advertising and marketing firms, as well as having performed in top level positions in some of the nation's top automotive agencies.

Peter is a regular speaker and trainer for the NADA and the NIADA as well as other business organizations. As a contributing author to Digital Dealer and other publications he provides training and educations on topics ranging fromeMail Marketing, web site design, sub prime marketing and how to sell to women.

Martin lives in Sarasota, Florida with his wife Angie of 17 years and his 6 year old son Dylan. They are members of Woodlands Community Church. Peter is also a member of C12 (www.c12group.com) and Wild Men both Christian business men's organizations.

Your customer is Your customer is changing and so is changing and so is the way they shop, the way they shop, they’re online are they’re online are

you?you?

Learning Objectives

• 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

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

The Value of eMail

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

Service is Critical

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 .

Drivers are Changing• 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.

Our Challenge

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.

Your Competition

Aggressive Offers

Auto Parts Sales

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.

It is a Process NOT an Event

Target Target your clients your clients and prospects by and prospects by building your eMail building your eMail

DatabaseDatabase

Prospects• Leads from various lead

providers.• eMail address from

collections and capturing.

Customers• Sales/Service/Interaction.

• Ongoing communications.

• Service Recalls

Database Development

• 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

ACQUIRE

PROSPECTS

Walk InsWalk Ins(Lead capture taken by Salesperson)

Internet Internet UsersUsers(Self-guided towebsite containinglead capture)

PhonePhoneProspectsProspectsGather email through phone interview and contest offer

WebsiteWebsite THANK

YOU

DealershipDealershipDatabaseDatabase

Customer Customer Profiles are Profiles are used to create used to create subsequent subsequent Thank YouThank Youmessages messages

•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 cThe contest incentive provides a “lead capture” form to obtain crucial rucial demographic information as well as an edemographic information as well as an e--Mail address.Mail address.

PotentialPotentialResponsesResponses

Entered into Entered into ContestContest

Leads you already Own

• 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.

Sample Sales eMail

Real ProblemLead Acquisition

Web Site Leads

Data Capture

• Start a dialogProblem: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.

Data Capture

Visitor fills out Lead Capture FormVisitor fills out Lead Capture Form Email Video Brochure is automatically Email Video Brochure is automatically sent to prospectsent to prospect

Lead passed to DealershipLead passed to Dealership

Online Contests help you to build an Opt-in database.

Online Contests

Customer Retention

‘It’s always easier and cheaper to keep old customers than find new ones .

Dan Lawlor, senior analyst with J.D.Power ,

Your customers

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

Increase your dealershipsemail house list count by up to 30%

Average Match Rates

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.

Matching ProcessYour 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.

eMail Enhancement

Your file is matched against our permission-based eMail append database. When a match is found, the email address is added to your file.

Enhanced Consumer Database for Marketing

A single eMail can make or break a

relationship

Sample eMail

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

AFTER

• 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

- Preview window

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

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

SAMPLE ONLY

From the desk of Jack Bernstein

More Effective eMails - Subtle branding

More Effective eMails

Daily Communication

• 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.

Online Coupons and Discounts

• 73% of consumers have an online coupon for an online purchase.

• 59% have redeemed an online coupon offline.

eMail Marketing –Customer Retention

Mass Marketing

AcquireAcquire newnewcustomers customers

& prospects& prospects

AcquireAcquire new new customers & customers &

prospectsprospects

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.)

Mass eMailings

Target prospects by radius of your business

Attention

Recall

Acceptance

Comprehension

Action

ProgramProgram

Builds Awareness Builds Intentions Builds Sales

ROI

Mass eMailings

Summary

Mass eMailings

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

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.

Business Intelligence

• 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.

Online buying

ReRe--Activate Activate past past service clientsservice clients

Customer Retention

“Loyalty is your best marketing tool.”

Automotive NewsAutomotive News

Group 1 is using eMail to increase service business and bring inactive customers back into the dealership.

Average Dealership DMS

eMail is the most cost effective way to reach the INACTIVE (61%) customers in your DMS

Sample eMail

Service Coupons

You can have a unlimited number of online coupons.

Post Coupons Everywhere

eNewsletters • One of the most welcomed emails.

eMail Marketing –Customer Retention

What day time is BEST ?

Role of your Role of your

Web SiteWeb Site

Using your web site to: Convert

Clicks to Customers

Web Site

What are your visitors looking for?• They want special treatment and to feel that their questions are being answered, not avoided.

• They want a good experience.– 86% of the consumers who posted reviews provided positive comments about their experience.

• Ease of communication.

• Directions

Web Site- Interaction

To increase conversion, the web site should:• Be a direct extension of the company/physical store. • Be well-maintained (very important).• Have the local phone number and address.• Have up to date coupons and specials• Have a complete Contact Us page.

– Including staff information.

Web Site- Interaction

Inquiries• Make communications easy.

– Prompt– Relevant– Transparent

• Communicate on their terms and according to their wishes.

Web Site- Interaction

Inquiries• Do NOT use auto responders.

– It is crutch that everyone else is using, you need to stand out from the crowd.

• Pick up the phone AND send a personal email.• In the email, provide links to take the lead back to

your website for more information.• Provide professional and complete responses.

– Transparency is the KEY.

• Respond Quickly

Web Site- Interaction

Web Site Mistakes• The website should not be crowded.• Don’t use oversized flashing banners.• Move any obstructive promotional coupons or

videos that pop up to the side of the page.• Don’t let your video automatically launch!

– Video is great, but only if you let the visitor decide when to push “Play.”

Web Site- Interaction

Sample eMail

Bad Coupon Page

Good example

Ricart Service Specials

Email A Friend Request More Info Print Coupon

Great Coupon Page

Ricart Service Specials

Email A Friend Request More Info Print Coupon

Great Feature

Contact Us – Best Practices• List all key contact people.• Include email address.• Include direct line or extension.• If you can, include a picture (and

possibly a bio).(Bring each staff member to life and make it easy to contact

them.)

* Web Site

- Interaction

Web Site- Interaction

“Good” Contact Us Page

Inquiries• Companies who respond quickly will

close three times (3X) as many leads.• eBay suggest that people that respond

quickly to item questions have a higher selling volume.

Web Site- Interaction

Don’t lose online sales opportunities because you don’t have the proper processes or associates handling your web site inquiries.

Web Site- Poor Interaction

Follow Up• People don’t immediately buy when they go to

your web site or when they receive your email taking them to your web site.– You have to build a relationship, build trust.

• An email program is the best method for consistent communicating without being obtrusive.

Web Site- Interaction

eMail Marketing

Retain Customers for Life

� Retain customers with personalized content delivered on a personalized schedule.

� Quick-turnaround customer service with inbox reply automation & management.

� Deliver affinity-building post-sale content, i.e. product usage tips, instructions, accessory offers, etc.

� Automate surveys and feedback forms – monitor customer satisfaction in real time for smart decision-making.

eMail Marketing

ServiceService eMail on a PreeMail on a Pre --Set ScheduleSet Schedule

Jan Feb Mar Apr

New New Year’s Year’s Special:Special:Free Free DetailDetail

Valentine’s Valentine’s Special:Special:Discount Discount Oil ChangeOil ChangeOfferOffer

Easter Promo:Easter Promo:

1414

11

2323

ee--Mail CalendarMail Calendar

Easter Easter SpecialSpecial

A Service Cycle Offering

Video eMail

• Breaks through the clutter of traditional advertising with “WOW” effect.

• Sends video presentations to explain service.

• Makes your dealership more personal and interesting.

Questions

Contact Info:

Peter Martinpeter@cactussky.com

941.907.4132