And just like that... all your emails fall into the "promotions" box.
That's right... the promotion box. The same box that will soon land all your email blast, your special offers, and anything else sales related that you wanted to get across to your customers. Google just said - "ACCESS DENIED" Now what? I can your dealer principle now... "OH NO! Its Friday and I want to do an "eblast" to over 30k customers to let them know that we have 0% and we have leases starting at $99 a month. Our customers and prospects need to know this!!"
WRONG...
They know we sell cars. They know we move metal. They know all of the above. They know the programs just we do, they know the interest rates before they walk into the dealership... They are well armed.
The game has changed again. Anything with any kind of "promotion" content will not reach your "primary" inbox. So what now??
SEND SOMETHING DIFFERENT. Like JD Rucker talks about his "content burger" send people something that they want to see. The most successful email that we ever sent out was a blooper reel. People loved it. They emailed us back "WOW, that was great. By the way, i still didn't get the Altima, can you shoot me a quote on a 24 month lease?"
Marilyn Monroe once said "If you can make a women laugh, you can make her do anything." The same thing applies to our customers. Right now our customers are defended by their gmail shield. Best Buy just emailed me and IF i clicked on the dreaded "promotions" box... That is the only way I would view their offer.
Break the Game open and get away from sales. Make your customers laugh, email them about an event you are having or a charity you are working with. Remember, they contacted you in order to get this "email blast." They know the deal...
Share any and all thoughts, I would love to hear it.
Comments