As of March 2019, over half of all email traffic was spam.1 So, what does that mean for your dealership and your carefully curated automotive marketing campaign?
Well, in short, this statistic indicates that there’s never been a better time to pull out all the stops to get your emails into your leads’ inboxes rather than their spam folders.
But, first, it pays to understand how spam folders affect automotive marketing, how to avoid them, and what to do to increase your automotive marketing campaign’s email click rates.
Luckily, the team at Aspen Automotive is here to help you crack the email marketing code and keep you far away from those pesky spam folders. Let’s get started!
Spam Folders: How Do They Affect Automotive Marketing?
Put simply, spam folders can potentially prevent your dealership’s emails from reaching their intended recipients.
Depending on the particular ISP (Internet service provider) and spam filter preferences of your audience, a number of factors affect the deliverability of your dealership’s automotive marketing emails. Ultimately, spam folders have the power to render your automotive marketing efforts ineffective due to two main reasons:
- Your business is labeled as a spammer by your lead’s ISP, which prevents your emails from reaching their recipients.
- The recipient of your email has marked your emails as “spam,” which automatically filters all email communications from your dealership into the reader’s spam folder.
If your recipients aren’t receiving your dealership’s emails due to the above reasons or others, the chances of your business building revenue from your automotive email marketing campaigns automatically decrease.
However, there are lots of ways to ensure that your emails are ending up in the right place (your audience’s inboxes) and being clicked on by their intended recipients. It all involves a little thing called deliverability.
Cracking the Code on Spam Folders: Increasing Automotive Email Deliverability
When it comes to avoiding spam folders, your dealership should be focusing its efforts on promoting email deliverability. Before we dive into how to improve your automotive email deliverability, however, let’s first define it.
According to Hubspot, “email deliverability is the rate at which your email actually makes it into recipient inboxes. An email deliverability rate can be lower when an email bounces or gets automatically filtered into a spam folder.”2
To increase your automotive marketing strategies deliverability rate, there are a few simple guidelines that your team can follow while designing your email campaign. Take a look:
- Give Your Leads a Way to Opt In
Permission is a priority when it comes to keeping your automotive marketing emails far away from spam folders. Due to the fact that unsolicited emails are automatically identified by spam filters, it’s essential to provide your leads with lots of ways to easily opt into email communications from your dealership.
Not only will this help you grow a solid email base, but it will also ensure that your business is complying with anti-spamming laws.
In addition, consider adding an unsubscribe link to all of your dealership’s emails, even if they’re only sent to individuals who have opted into your email subscription. That way, you’ll have all of your automotive email marketing bases covered.
- Don’t Purchase Email Lists
While purchasing a list of leads who have agreed to email communications is a tempting idea, it doesn’t provide your dealership with any sort of measurable benefit in the long run.
In fact, buying email lists can cause your business to be labeled as a spammer, which is something you should avoid if you’re aiming to build a solid reputation.
Although it takes longer to build up a foundation of high-quality email addresses, this is the best way to improve and maintain your dealership’s email authority.
- Practice Good Email Hygiene
No, we’re not talking about wash, rinse, and repeat here. As a main factor in establishing a solid email deliverability rate, you want to make sure that your automotive marketing campaign is paired with a clean email list.
Why is this the case? Well, any outdated or inaccurate email addresses are likely to bounce, which affects your reputation as an email sender. Instead, remove any invalid email addresses to reduce bounce rates and steer clear of the spam folder.
- Avoid Spammy Language and Punctuation
Now, let’s get down to the way that your dealership’s emails are written. With the sophistication of ISP algorithms and spambots, it’s paramount to keep the messages of your automotive marketing emails free from spammy language, such as:
- No obligation
On top of that, it’s best to avoid using exclamation points and all caps in any part of your email message. Such formatting practices are surefire ways to get your emails filtered into the spam folder.
- Keep It Personal
Think about it: the more personalized and customized your email messages are to the individuals who receive them, the more likely it is that they’ll not only be read but also stay out of spam folders.
To achieve that, though, it’s important for dealerships to practice data mining and audience targeting techniques.
By doing so, you’ll be able to craft relevant emails that speak directly to specific subsets of your email list. As a result of your dealership’s personalized and data-driven emails, your leads will connect with your message instead of sending it to their spam folder.
Effective Automotive Marketing: Avoiding Spam Folders
At the end of the day, you want to know that your dealership’s automotive marketing emails aren’t ending up in your customers’ spam folders.
That’s why the marketing professionals at Aspen Automotive have designed a time-tested email marketing process that keeps your email lists clean, free from spam pitfalls, and ready to be clicked on by your targeted audience.
Ready to get started on the path toward your audience’s inbox? Give our team a call or send us an email today! In the meantime, check out some of our data mining and email marketing techniques that’ve helped over 10,000 dealerships across the country achieve automotive marketing success.