2. Data Mining
and
Process Review
Peter Martin
President of Cactus Sky Communications

3. Peter Martin
Peter Martin the President of Cactus Sky
Communications, one of the premier
eMail Marketing agencies in the
country. The company’s ability to deliver
email through SPAM filters and track the
recipients' actions (clicks) provides its
clients with an unprecedented
marketing advantage. The company’s
ASM methodology provides drill-down
email campaigns with specific
communications, based on the
recipient’s needs or interests, resulting
in a higher conversion ratio.

4. Database Mining
Maximize The Return
On Monies you have
Already spent.

5. • 1/3 of US Consumers spend over 3 hours
online every day.
• Average consumer visits 18 websites
prior to visiting a dealership
• 79% of people research the dealership
prior to contacting them
• 63% submit a inquiry via email

7. What we are going to cover:
• Benefits of email marketing
• Database overview
• Internet Leads
• Customers
• Unsold Showroom
• eMail Frequency
• eMail Design best practices
• eMail Deliverability
• Subject Lines
• Warning

8. Power of eMail
• eMail continues to grow and still earns the Highest ROI
• Last year, the average return from every dollar spent on:
• eMail Marketing - $45.06
• Newspaper advertising - $16.86
• Direct mail of - $15.55

9. The Value of eMail
Per eMarketer:
• Internet users in the US check their personal eMail
throughout the day, including at work.
• Over 70% of people check their personal eMail at
work—one-third do it more than three times a day.
• On average, business users spend over an hour per
day managing their eMail accounts.
• 30% of email is checked on Mobile Devices

10. eMail Adoption Process
Action
Acceptance
Comprehension
Recall
Attention
Builds Awareness Builds Intentions Builds Sales

11. You have Thousands of Leads In
house, email marketing can help you
convert them to Customers…

12. Database Development
You have several databases
in house that should be marketed
to EVERY month:
• Internet Leads
• Unsold Showroom Leads
• Customers
• With emails
• Without emails

13. Maintain & Clean
• Analyze your data and remove invalid
addresses:
– No spaces or special characters (i.e., commas)
– Make sure eMails have a valid domain structure
– Add data validation to your web sign up form
• Remove:
– Distribution addresses (i.e., sales@)
– System addresses (i.e., postmaster@)
– Any address with the word ‗spam‘ in it
– Complainers and in actives

14. The Average Dealership has over 10,000 Leads
in the Internet Department CRM Tool.
Where do these leads come from?
• Lead providers
• Manufacturer‘s Site
• Your own website

15. Average lead cost $20
• 10,000 Leads X $20 = $200,000
• 5% Average Internet closing ratio
• Leaving 9,500 Leads that are unsold

17. …How do we market to each one.

18. Jan Feb Mar Apr
1 Specific
e-Mails sent out
New
14
Monthly
Year‘s
Special:
Valentine‘s :
Free
Leasing
Detail 23
A Sales Cycle Offer
Offering

19. Internet Leads typically have never been
marketed to for service. Advantages are:
• Cheaper & Faster
• Local Prospects
• More profitable
• Keeps them in your family of customers

20. “It’s always easier and cheaper to keep
old customers than find new ones.”
-Dan Lawlor, senior analyst with J.D.Power,
• It cost 8 to 10 times more to acquire a new customer as
opposed to selling to an existing one.

21. How do you Target your customers with
relevant Email Marketing?

22. Controversial Statement
• It is more important to Communicate every month than to
have it be relevant
• Targeted messaging is perfect for Direct Mail because of
the Cost but makes no sense for email.

23. Over 60% of your service customers are Orphan Owners. They are having
their vehicles Serviced at your store that they did not buy from you.

24. Clear and Effective Messaging will
Produce Results
• Develop relevant content that will
engage your audience
• Easy to read messages (bulleted)
and calls to action are clearly designated
• Emails are tested in all major email
clients as well as mobile to ensure
that your message is clearly seen

25. Jun Jul Aug Sep
3
Oil
Change 5
Battery Test
16
Tire Rotation
A Service
Cycle Offering

26. eMail Best Practices
– The average household has
2.5 vehicles.
• Develop relevant content that
will engage your audience
• Easy to read messages
(bulleted) and calls to action are
clearly designated
• Test in all major email clients as
well as mobile to ensure that
your message is clearly seen

27. Building Personal Relationships Requires:
• Two-way business/customer interaction AND SELL
• STOP spamming
MORE
CARS!!
Understand who is reading your eMail:
• Woman
• Professionals
• Techies
• Financially Challenged
• Have a vehicle to trade in

28. Dear Jennifer,
Searching for a Service Department you
can trust? Sarasota Ford is your answer
offering a one stop shop for all of your
maintenance and service needs.
•Technically Advanced Service Center
•Latest Diagnostic Computer & Repair
Equipment
•Factory Trained Technicians
•Supplier of ―OEM‖ Quality Parts
At Sarasota Ford we look forward to
serving you!
Sincerely,
Tony Cooper
Service Manager
Tony.cooper@sarasotaford.com
941.209.1497
As a preferred online customer PLEASE print this email and bring it with you.

29. HTML eMails

30. Sample of a BAD eMail:
Peter,
I received your request for information regarding a
Hummer. Please let me know what you are
interested in and I will assist you.
Best regards,
Mark
"the bow tie guy"
Cadillac and Hummer
727-822-20

31. Avoid Spammy Content
• Avoid overaggressive language and spammy-looking
content such as
– Very large fonts
– Using all caps
– Big red letters
– Anything that looks unprofessional and could be
confused with a true spam eMail

32. Online Coupons
73% of consumers have used a online coupon.

33. Unsubscribe Link
• Make it extremely easy to unsubscribe.
• If someone calls in and requests to be removed you
must have a policy to accomplish that quickly.
• If your spam complaint rates are very high, include an
unsubscribe link at the top of your message.
• Consult your Legal advisor about compliance with
CAN-SPAM and other requirements.

34. Smartphone users will grow to 106.7 Million in 2013 Up 18.4%
Your emails Must be Mobile Enabled.

35. Now that you have your eMail built how
do we get it into the inbox?
Know the difference between sent and delivered
into the inbox.

36. Poor Deliverability
Poor deliverability costs your company significant revenue
from:
• Lost potential sales
• Money wasted to create content
• Building databases or lists
• Sending messages that never reach their intended
audiences

37. Reputation
is the key to
deliverability.
20% of permission-based eMail messages are being blocked.

38. List Hygiene
• The process of cleaning your list of undesirable
eMail addresses
• Why is list hygiene important?
• Reputation
• The #1 driver of deliverability today
• Proper list hygiene will help establish a good
reputation resulting in better deliverability.

39. Minimize Spam Complaints
America Online, for example, currently recommends
keeping spam complaints below one per 1,000
messages.

40. Managing Complaints
Complaints are the #1 factor for deliverability
• You need to set up and manage Feedback loops
• Complaints are forwarded to sender‘s abuse address
for processing
• Remove/suppress complaining addresses immediately
• Complaints are the cause of ISP blacklisting.
Someone can complain or register your eMail as spam with the
click of a mouse button.

41. Authentication
Verifies sender‘s identity
Accreditation
Third-party verification of sender‘s good habits
Certification
Tokenized proof of sender‘s good reputation

42. ISP Monitoring

43. How to Improve Deliverability
To achieve high deliverability rates
requires involvement and cooperation
from:
• IT Department
• Web designer/programmer
• Copywriter
• Marketing company
• Database and list managers
• Your staff on the front lines collecting
eMail addresses
• Executive management

44. Address Book
• Encourage new subscribers to add your eMail address
to their address book.
• These personal white lists are your fastest route to the
inbox.

45. Dedicated IP Address
• Belongs to you exclusively
• When you share an IP address with other
senders and they deploy a bad practice - your
messages will be filtered or blocked along
with theirs.
• Dedicated IPs cost more, but will ensure that
you are in control of your sender reputation.

46. Importance of ―From Name‖
• Choose your sender/from name
carefully.
• Use your most recognizable and
expected brand.
• Be consistent with it.

47. Subject Line
• Spend time on your subject line – first impressions
mean the world to your recipient.
• Personalize the subject line. Import the recipients first
name into the subject line when possible.
• Example subject line: Peter we have some specials for
you.
• Make sure the subject line is relevant. Tie it directly to
your message.

48. Subject Line Best Practices
• See which subject lines delivered the action you wanted:
– The most conversions
– The highest average sale per order
– The highest click-through rate, etc.
• Review your web analytics reports to see:
– Which newsletter article topics draw the most clicks or
forwards
– Which whitepapers get downloaded most often
– Which brands or departments get the most traffic
• This analysis should:
– Drive content and product selection strategies,
– And it can also show you what information is most
relevant or useful.

49. Subject Line Length
Some eMail clients allow more characters in a
subject line than others, but most give you at
least 50, including spaces.
– Load your key information in that first 50.
– Also, make sure the cut-off doesn‘t occur in a crucial
word, such as a price or date.
One way to really see how your subject line will
work in your recipients‘ inboxes is to send
yourself an eMail with your proposed subject line.

50. WARNINGS:
Before you start Mass marketing you need to check the
following or you run the risk of getting Black Listed:
1. Is your prospect list clean, when was the last time you
removed invalid email addresses
2. Do you have a dedicated IP address
3. Do you have feedback loops set up
4. Are the domain name keys correct
5. Is your authentications set up properly
6. Do your emails contain a unsubscribe link
7. Are your emails Mobile enabled

51. Questions

52. Contact Information
Peter “webdoc”Martin
www.cactussky.com
peter@cactussky.com
941-756-1932
954-205-7716 cell