It Happened to Us: True Story of Bad Email Marketing
Have you ever spent a lot of time with someone, grown to know and trust him, believed you had built a really special bond, only to have him do something that left you wondering if he ever really knew you at all?
Too many dealers are alienating loyal customers by sending irrelevant messages that leave them scratching their heads and re-evaluating their relationships. Here at Naked Lime, one of our own received such an email:
I know it has been a while since your last visit. At that time we did not have the vehicle you wanted to take home. Since we are one of the largest XXXXXXXX Dealers in the Dayton area, we have a good, no great selection of high quality vehicles coming in on a regular basis.
I would like to invite you back to view and test drive the selection we have now.
You will enjoy the experience.
Call me and schedule an appointment, or just stop by when you have the chance. I'm looking forward to seeing you soon, and thanks again for the opportunity to do business with you.
P.S. Do we have your email address?”
The problem with this email is that the person who received this email actually did buy a car from this dealership. There was never an issue of the dealership not having the right car for this particular customer. The other unsettling piece of this email is the line, “P.S. Do we have your address?” This is confusing, because yes, the dealership obviously has the customer’s email address, in order to send this email.
Most customers are unlikely to continue reading this email after the first line, simply because it’s irrelevant and feels impersonal. With the right data, you can make sure the messages you’re sending to your customers are personal, relevant, and inspire action and loyalty.
Don’t make the same mistake. Send the right message to the right customer at the right time, every time.