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As part of its Q4 2012 Email Marketing Quarterly Benchmark Study [download page], Experian Marketing Services has analyzed the best time of the day to send emails.
Experian cautions automotive marketers by pointing out that the data is retrospective rather than controlled.  The study included all industry segments, (US based) with automotive being just one of the multiple segments analyzed (Multi-Channel Retailers).  It is wise to note that logic would dictate that optimal deployment timing will vary by industry, and in the case of automotive, perhaps even by brand. But, despite the naysayers that often want to shove their heads in the sand and ignore all objective data that doesn’t come from themselves, it doesn’t hurt to take a look at the Experian study’s results.
Not surprisingly, at least to me and anyone else who has ever used email marketing at a dealership for any length of time, the Experian study shows somewhat of an inverse relationship between email volume and performance.  Plainly stated, the more email a prospective customer receives during any given time segment, the less likely that your dealership’s email will get opened and read… (less results).

For example, looking at time of day, the study finds that a plurality 40% of emails were deployed between 8AM and 11:59AM, with that range accounting for 42% of transactions. But, the 16.1% unique open rate and 2.4% unique click rate of this time period counted as the lowest of the 6 distinct time periods.

To some extent, that could simply be a function of volume, meaning that it could be harder for email marketers to differentiate themselves in the morning, when consumers are receiving the highest volume of inbound emails.

Interestingly, the transaction rate (.13%) in that morning period also was the lowest of any time range, revenue per email ($0.17) was among the lowest, and average order value was middle of the pack, at $174.

When looking at the time of day that got the smallest share of volume and transactions (2% each) – between 8PM and 11:59PM – the picture changes considerably. During this time period, unique open rate (21.7%), unique click rate (4.2%), transaction rate (0.34%), revenue per email ($0.48), and average order value ($246) for eCommerce businesses submitting data were all considerably higher than during any other time of day. Experian doesn’t offer any suggestions as to why this might be the case, but it could be related to consumers simply being more engaged at that time of the day and more apt to submit an inquiry (lead) or spend money.

 

The Experian report also analyzes performance by day of the week, finding again that the days with the lowest volume of emails (Saturday and Sunday) boasted the best response rates (each with a unique open rate of 17.8% and a unique click rate of 2.9%). Saturday (9% of email volume) also sported the best lead submission (CPA) and transaction rate (0.16%) and revenue per email ($0.20), although average order values lagged for the eCommerce businesses submitting their data.

Regardless of the specifics by industry, region or brand, what the Experian study clearly shows is that when it comes to car dealers using email marketing, timing does effect an email campaign’s performance. The actionable item for car dealers reviewing this information is to start comparing results from your email marketing campaigns using the metrics that Experian has identified, such as open rates, click through rates and engagement rates (inquiries/leads submitted). Identify the best time segments and days of the week for your dealership, your brand and your location to get the optimum results…

Just remember what Digital Ralph has said hundreds of times; “Random is the Opposite of Optimized”.  Don’t let random selection be the means by which you time the deployment of your email campaigns, know the nest days and times to deploy campaigns by their offer type and targeted audience, then put planning in place to ensure that your dealership’s email campaigns are deployed during those optimal day and time segments.

Data Source 1: MarketingCharts.com/most-emails-deployed-in-morning-best-results-se…

Data Source 2: Experian.com/email-marketing-quarterly-benchmark-study-q4-2012

ADM Professional Community members can download the Experian Research report in PDF document format using the following link: 

Email-Marketing-Benchmark-Metrics-Study-Q4-2012.pdf

Can Car Dealers Use Twitter Promoted Tweets To Drive Traffic and Calls? – Automotive Digital Marketing Professional Community.

Twitter Says Promoted Tweets Are Working for Businesses, Including Car Dealerships…

Twitter has released some initial findings from its Nielsen Brand Effect for Twitter beta survey tool, which allows advertisers, including car dealers, their marketing service providers and OEM advertising agencies to measure the impact of their Twitter campaigns on traffic, awareness and branding performance metrics. The results suggest that “Promoted Tweet” campaigns have had their intended effects, driving greater message association, campaign awareness, dealership location association, brand favorability, and purchase intent.

The study cites as validation that across the beta results analyzed, users exposed to a Promoted Tweet impression had an average 22% higher message association than those not exposed to Promoted Tweets. Whether this association can translate into click through and traffic generation remains to be seen.

According to Twitter, the data supports their strategy for automotive advertisers that while Promoted Tweets are priced on a cost-per-engagement basis (similar to Pay Per Click), advertisers can also benefit even when users don’t engage.

In other positive results touted by Twitter, multiple exposure to a Promoted Tweet campaign generated an average 10% lift in make, model or dealership brand favorability versus those exposed to the campaign a single time. Finally, those who engage with a dealership or car company’s Promoted Tweet report a 30% higher brand favorability and 53% higher purchase intent than non-engagers.  Although it seems to me that this could be attributable to a predisposition of those who engaged with such promoted tweets having an affinity for the make, model or dealership in the first place…

One of the most exciting developments is that the completion of the study has triggered Twitter moving the capability out of beta status and opening it up to automotive marketers and advertisers in the US, UK, and Japan.

Promoted Tweet exposure drives stronger message association.

Across all the Twitter beta studies analyzed, exposure to a Promoted Tweet impression drove a 22% average increase in message association compared to users not exposed to Promoted Tweets. This finding demonstrates that, although Promoted Tweets are priced on a cost-per-engagement basis, advertisers don’t only benefit when users engage. Even a Promoted Tweet impression can be valuable for brands.

Brand lift is amplified by multiple exposures to Promoted Tweets.

Multiple exposures (two or three times) to a Promoted Tweet campaign lead to 10% lift, on average, in brand favorability compared to users exposed to the campaign once. This illustrates the value of an always-on Promoted Tweet strategy to continually reach interested users with brand messages.

Engagement with Promoted Tweets translates to higher brand favorability and purchase intent.

Users who engage with a brand’s Promoted Tweet report on average 30% higher brand favorability and 53% higher purchase intent than non-engagers. This study result highlights the value of an engagement on Twitter and the importance of reaching a relevant audience with compelling Tweet copy to further drive Tweet engagement.

How brand surveys on Twitter work 

To create a user experience that feels native to the Twitter platform and increases the likelihood of participation, brand surveys on Twitter are embedded within Tweets. Unlike other major publisher platforms, Twitter does not require a click through to an external site or interrupt the user with a pop-up. Another unique feature of the Twitter brand surveys: advertisers are able to measure and compare survey responses from users who have been exposed across devices – desktop, tablet and smartphone.

More information about how the surveys work can be found here.

Data Source 1: MarketingCharts.com/promoted-tweets-are-working

Data Source 2: Nielsen-Brand-Effect-for-Twitter-How-Promoted-Tweets-impact-brand-m…

Dealership Vendors “Free Live Chat Software” For Your Website – Automotive Digital Marketing Professional Community

 

Fellow Dealership VendorsWould you like the best Live Chat Software for your own website for free? No Problem, just contact me, and I will get you started.

 

There is no obligation at all to do business with us, just wanting you to see and use what we have created.

This will be our top level Enterprise version with no user limits and at absolutely no cost!

Why? I want you to see what we have created and be wowed. I also want you to have live chat available on your website to see what it will do for your business. If you want to sell more, provide instant support for your prospective and current clients, and grow your business, take advantage of my offer!

Note: This offer is for free use of our new advanced live chat software on dealership vendor websites, and cannot be used to provide support on dealership websites.

We also have many other offers that will surprise you. Third party ad site vendors should contact me to discuss our free auto dealer chat software offer available to all third party ad sites.

We also have an Always-Free version available for dealers.

Shereef Moawad
President & CEO
ChatLead.com, Inc.
CarChat24
shereef@carchat24.com
Mobile:  727-432-7777 
Fax: 800-430-1535
Toll Free:  (800) 510-7567  ext 701
www.CarChat24.com
“Helping car dealers sell more!”

Automotive Internet Sales 20 Group Composite – Chicago, October 23-25 2012 At The Downtown Hilton

I am proud to be one of the presenters selected to speak at the Automotive Internet Sales 20 Group in Chicago from October 23rd to the 25th and highly recommend this event for dealers and managers who are seeking to improve their Internet sales results. The way Sean Bradley has designed this event, participating dealers will be included in monthly conference calls to review participating dealer composite reporting ala “Dealer 20 Group” style, but specifically for handling online marketing and sales.

Eighth Element of the Automotive Consumer Journey – Automotive Digital Marketing Professional Community

Want to Sell More Cars? Then don’t forget Eighth Element in Modern Automotive Consumer Journey from Shopping to Buying!

When I read The Zero Moment of Truth (ZMOT) I think back to my early sales days – with more hair and less weight! – standing in the showroom next to a brand spanking new Dodge Aries. From that vantage point, I’d see consumers who would drive from dealership to dealership, gathering information and brochures while adding or removing cars from their consideration list. In-store sales processes back then were constructed around stopping the shopping, and if we failed to do so, our manager’s idea of constructive criticism and coaching was to call us “weak.” Yikes! What a memorable First Moment of Truth (FMOT) that must have been for the consumer!

We know from ZMOT that seven of the top eight automotive buying influences are online. The “eighth element” is your in-store processes. Sadly though, as I’ve witnessed in too many dealerships, a winning ZMOT strategy combined with antiquated in-store processes equals a recipe for disaster. Digital processes are improving, but what about the 89% of consumers whose First Moment of Truth takes place over the phone or by walk-in? For many dealerships, the eighth element, phone and in-store processes, is as antiquated as a K-car.

 

Tips and Tricks for Creating a Modern In-Store Process

  • Manager Meet and Greet: The Manager T.O. worked great when cars still had retractable seat belts and cassette players, but now consumers don’t want to be turned over to a manager after they have made a decision to leave…or introduced to some mysterious person when a deal can’t be agreed upon. Dealership managers should get out from behind their desks and walk the showroom meeting and greeting customers at the beginning of the sales process, not at the end. This simple change in your sales process creates a friendlier environment for the consumer and injects a feeling of transparency into the sales process. If this is not a standard practice in your dealership today…it should be!

 

  • Customer Qualifying: Let’s start with some good news: if they are physically in your dealership, you’ve already won the Zero Moment of Truth! But you still need to win the First Moment of Truth, and expanding your qualifying process can easily help you deliver a victory for your dealership. Embrace the fact that your consumers will likely have received some serious education by the time they set foot in your showroom. Let your customer know that if they have questions or need access to additional information while they are shopping, that you have a computer or iPad available where they can privately get online. This simple statement provides transparency in the shopping process and helps you remain in control of the sales process. It’s better for the consumer to do additional research in your dealership than leaving to do it at home.

 

  • Negotiating: Consumers want transparency as well as an expedited sales process. They don’t want to spend five hours in your dealership buying a car. As Sales Managers, you control the deal flow. So when it comes to negotiating price, don’t implement a sales process that requires your salespeople to run back and forth negotiating numbers with the desk. Your dealership sales process should allow the sales manager’s first pencil to be directly with the consumer. Remember, your consumers are educated and have the same information in front of them as do you. So get out from behind the desk and go in and close the deal! If your sales process includes the Manager Meet and Greet as mentioned above, you’ll be well on your way to delivering a positive First Moment of Truth.

Do we still want to “stop the shopping?” Of course! But today, by the time the consumer has entered the dealership, they have stopped shopping. They have narrowed their consideration list to a small handful of vehicles and dealerships. With seven of the top eight buying influences occurring online, it’s up to dealers to deliver that critical eighth element that is going to take shoppers from the floor to over-the-curb.

 

Written by Steve Hanson, Cobalt Performance Improvement Consultant

 

THE CAR BUYING JOURNEY

Google Next Update Will Make Current SEO Practices Obsolete!
In a few days time, Google will unleash the biggest shake up of search engine rankings in it’s history.

It’s so big, Mat Cutt’s made the unusual decision to pre-announce it at a conference a couple of weeks ago.

Matt Cutts, the head of search spam at Google, said “you don’t want the next Penguin update.” He warned that the Google “engineers have been working hard,” on this update. He even added the next few updates will be “jarring and jolting” for webmasters and SEOs.

If you’ve been following me, this can’t come as a surprise…

Winter Is Coming

It will be hard, for you, for your clients, for your rankings.

BUT

In carnage comes great opportunity.

One of the biggest opportunities will be in helping local businesses through this shake up. Google isn’t unleashing hell on the indexes for fun. They are hitting the reset switch to take advantage of context based searches. They are doing it to stay relevent.

Delivering search results the user needs BEFORE they even knew they needed it…. [1]

Caro McCourtie and I having been training people to work with local businesses for years now. On Thursday evening (US East Coast Time), Caro and I will take you through whats going on.

It sure won’t be link building!!

To register for the webinar click here…

Phoenix From The Flames – How you can take advantage of the imminent Goomageden

Sent from my iPad

Ralph Paglia
http://RalphPaglia.com
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