Is email dying? Can it be socialized?

lisa.keller@evaluationinc.com (Lisa Keller) — Thu, 14 Jan 2010 22:16:00 +0000

A recent school of thought is that social media is killing email. As email plays a significant role in what we do and how we function as a business, I am forced to consider this theory further. My first thought is "If email is dying, why does my Inbox seem to be alive and kicking?" Second thought is "If social media is in fact the executioner of email, why am I required to have email to be social?" (Facebook, Twitter, Blogger, etc. all require email to set up an account)

I do believe that if email is to survive as an effective marketing tool, it is going to have to take a page out of the Social Media handbook. It doesn't need to impersonate social media but rather learn from its successes. The appeal of social media is its personalization, authenticity and I think most distinguishably, how it gives the user a voice.

Here are a few suggestions to help your emails be a little more social and maybe even be referred to as "the life of the Inbox":

Look good. It may sound shallow, but it's what gets you first noticed in a crowd.
Be interesting. Make sure what you are communicating is relevant and something people want to talk about.
Be funny and creative. It will make you unique, genuine and most importantly likable.
Be a good listener. Encouraging feedback or action shows that it isn't "all about you" and it is "all about them".

So while I don't necessarily think we need to become activists to "Save email" just yet, I do think embracing a more social email lifestyle will benefit everyone and help preserve one of the most effective direct marketing tools of our time.

Your emails are being deleted

matthew.belk@evaluationinc.com (Matthew Belk) — Fri, 02 Oct 2009 15:42:00 +0000

Your emails are being deleted

Where did all the blogs, twitter post, facebook friends and emails come from? Wherever they come from they are causing problems with communicating with customers.

There are 200,000,000 per month more emails this year than last. Your inbox is inundated with messages fighting for your attention. Most don't win. In fact, your inbox probably sounds like Charlie Brown's teacher. Wah, wan, wah, wa. Nothing of substance. Then there is one that looks interesting. You open it and disappointment. Another template response or maybe it is just too much work to read.

What is the likelihood that you will open another email from that sender?

How this applies to your dealership

You have been to training. You have seen the surveys. You have paid for that great lead management system. You have built a process to follow-up with a customer for up to 90 days. Why, because you know it takes longer to buy a car than ever.

That is a lot of effort. You feel confident that you are better than your competitors. You know that they are only 1/4 of inch away in that prospect's inbox.

But you are no longer competing with another dealership. Your new competition is getting you email read.

If you do not put out a great initial email, your prospect will delete the rest of your emails.
Put another way, if the first time the prospect sees you dealership name is not a great email, they will eliminate you from further messages.

So what constitutes a great first email?

A price quote
Value proposition
Alternative vehicles
Complete signature

The most important feature in a great initial email is clever, provocative questions. The kind of questions that you only get from reading your customers lead. Great questions are about them, their trade-in or the vehicle they are interested in.

Spend the time to ask great questions. There is a lot at stake.

eValuation - Lisa Keller

Is email dying? Can it be socialized?

Your emails are being deleted