Automotive Text Marketing
Let me explain why today I want to open your eyes to one of the most powerful communication technologies available for your dealership text message marketing with an average SMS open rate of 98% compared to 20% for emails.
A 45 percent response rate for SMS compared to only 6% for emails you can see why your dealership absolutely needs to harness automotive text marketing is the perfect complement to your email marketing strategy.
But the edge of text marketing doesn’t stop at open rates it takes the average person 90 seconds to respond to a text while it takes the average person 90 minutes to respond to an email that’s because 95% of all text messages are read within three minutes.
Average Read Time
Most on average being read in under five seconds and think about it nobody deletes a text message without reading it now don’t take me wrong I’m not dissing email marketing it is still one of the three most powerful marketing tools to drive traffic and sales for dealerships but SMS marketing is a necessary complement to your email strategy.
This statistic from a digital marketing magazine claiming that 75% of people would like to have offers sent to them via text. So, your dealership’s customers want you to send them text messages now. For obvious reasons, the importance of text marketing rides on the coattails of the rising popularity of mobile phones.
Mobile Phone Capabilities
Which is a marketer dream warning be prepared for some rough replies now if I’m the one hand you have 75% of your customers who would like to get offers by text messages be prepared for some course replies from some members of the other 25% SMS marketing is very personal.
With email, people are used to getting newsletters invoices corporate communications and even some spam in their email inbox but text messages are still mostly used for friends,’ family members, and colleagues.
For this reason, don’t be surprised by some of the harsh replies. You’ll get from some individuals who don’t want your dealership on their phone don’t take it personally and don’t let these few negative voices detract you from your text marketing gameplan. Why would you want to take away from most of your customers something they want because of a few bad apples? Just make sure you always follow the laws and regulations
that are in effect in your dealership area.
Always provide recipients with a way to easily unsubscribe from your distribution list once these people are off your text broadcast list you’ll be left with a captive audience who will embrace your SMS marketing efforts.
Ready to send your first text broadcast? Well, keep it real when creating your text message don’t make the mistake of using a corporate voice as if you were talking to the masses picture one customer in your mind.
Write the text for him or her using simple language just like you would when texting a
friend or family member keep in mind that each text is a hundred and sixty characters long so if your message is longer than 160 characters even by one letter you will be charged for a second credit by your automotive text provider.
I personally like to use the equivalent of two text messages or just under 320
characters I don’t feel that 160 characters or enough to create curiosity communicate.
Call to Action Texts
My call to action and provide the recipients with the ability to unsubscribe just make sure you factor the costs when deciding on the length of the message if your text broadcast
technology allows it you can use merge fields or tokens to personalize your text messages but I haven’t found it improves conversions for our dealers.
What does improve conversions is when you keep it real and stay away from the usual boring corporate tone make sure you also use links to landing pages where people can learn more about the opportunity that you’re communicating just make sure the pages are mobile-friendly and designed specifically for being viewed on phones.
You’ll also want a technology that will allow different members of your team to
respond to people engaging in a conversation. From a cloud-based back-end where your whole team can share it 24/7 you don’t want all those replies going to one single device.
You also want a technology that will allow you to adjust a throttle of your broadcast if you’re sending a few hundred or even a few thousand text messages you want them to
trickle out at a speed that will allow your team members to manage the requests.
Remember most people will respond within seconds I personally like to adjust the throttle to around 25 text messages every 15 minutes you also want a technology that will allow you to adjust your broadcast schedule.
You don’t want to be sending text messages to your customers in the middle of the night or the wee hours of the morning they will not forgive you I find this sweet spot to be between 10 a.m. and 7 p.m. and the best response rate to be around lunchtime and right after dinner if you’re using small lists you might also want to look into a text marketing platform.
That provides bot technology this will allow you to automate the dialogue with your prospects in the early stages of the conversation need some help if you require help building your dealerships text marketing strategy.