In Part 1 of this article, we shared research that shows 61% of active auto buyers are most likely to view your dealership’s emails on a mobile device. Like visiting your website, conducting their car-buying searches, and of course engaging with your video content, pretty much everything anyone can do online today is done mostly on mobile.
That means you need to tailor your dealership’s communications and content for mobile displays, including crafting your emails so they get opened, get read, and get you one step closer to closing a sale.
Making sure your emails are actually opened is the first major hurdle, and shorter subject lines that capture interest right away are key for making this happen on mobile devices. Displays and email clients differ, but you should aim for subject lines of 30 characters—only five to six words—or at least get some juicy and intriguing tidbits into the first few words of longer subject lines.
After that, the other rules for great subject lines come into play: make an offer they can’t resist learning about, ask a question you know they want the answer to, hint at something that gets their curiosity itching to click and see what you’re talking about.
Shorter emails of around 200 words tend to convert better across all platforms, but how you break that text up is just as important as how short you keep it. On mobile devices, making sure your emails don’t appear crowded and cluttered is even more important—paragraphs should take up no more than five lines, and less is better.
Images can be slower to load and are often unnecessary; aside from your dealership’s logo and possibly photos of vehicle of interest (no generic stock photos!), excess images are likely to weigh down your emails and make them less effective (this isn’t true of all mobile content, by the way). What you’re going for are emails that are easy to load, easy on the eye, and that display correctly and in full view without needing to zoom or adjust—and with limited scrolling.
Using HTML Templates
HTML templates can be great, and all of today’s leading email marketing services have templates that should automatically optimize for mobile display. If your dealership is still using an in-house template created years ago, though, it’s definitely time for an update. And regardless, be sure to limit your use of fancy features and keep your emails clean and uncluttered.
You should also consider avoiding templates and over-branded emails for direct communications between your sales staff and interested consumers. One-on-one emails feel more personal and connected when they don’t look as slick as mass marketing emails, so toning it down will help reel them in.
Heed these mobile email tips and you should have auto shopper’s responding in droves, but what to do once you have them on your site? Convert them into customers with awesome videos, of course!
Contact us today to see how a video library full of virtual test drives can transform your website into a lead gen and conversion machine—and it’s all mobile optimized, of course 😉