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eConnect

eConnect. The Big e. Elements of eConnect Solution. eAppend eReminders (eSRL) eBlitz. eAppend. The Pre-Game. Dealer Options Email Design & Text Return (From: ) address AnytownMotors @dealernetwork.com. The Playbook. Extract Validate & Compare Invite Load. The First 2 Downs.

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eConnect

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  1. eConnect The Big e

  2. Elements of eConnect Solution • eAppend • eReminders (eSRL) • eBlitz

  3. eAppend

  4. The Pre-Game • Dealer Options • Email Design & Text • Return (From: ) address AnytownMotors@dealernetwork.com

  5. The Playbook • Extract • Validate & Compare • Invite • Load

  6. The First 2 Downs • Extraction • Validate & Compare • Database of 100 million current email addresses • Previous email addresses are part of file • Process corrects for common spelling errors

  7. The Third Down • Invite • Email sent to matched customers • Allows them to opt-out of further communications

  8. Invitation to become an eVIP of Arlington Toyota Dear Jane Doe: We’d like to thank you for being a valuable customer of Arlington Toyota. In order to serve you better, it’s important for us to keep you up-to-date with information about new products, customer service news, and periodic special promotions. We’re seeking your permission for the privilege to communicate with you via email. If you do not wish for Arlington Toyota to contact you via email please reply to this message with the word REMOVE in the subject line. Your name will not be added to the Arlington Toyota email database. We look forward to keeping you informed of this important information. Thank you, The Service Team at Arlington Toyota

  9. Fourth & Goal • Load • Direct update to DMS available for ADP and R&R only • Other systems • Can provide interface to perform upload • List in dealer-specified file format

  10. Going for the Extra Point • Can be set-up to automatically recur • Monthly • Quarterly • Semi-annually • Annually • Reverse eAppend • Adds additional information to email records with limited data • Name • Address • Telephone numbers

  11. Post-game Review • Adds additional customer touch-point • Most dealers capture addresses for 5% or less of their customers • Dealer charged based on records loaded • $1.00 per appended and usable record • Reduces marketing costs • $0.35 vs. $0.93/$0.96

  12. eReminders

  13. The Hall of Fame • First introduced with CLM • For each enrolled dealer, every communi-cation was created separately • Not scalable • BMW Service Connection Program • New, dynamic email generation system • Template-based • Completely scalable

  14. Rules of the Game • Email is primary delivery option • Undeliverable emails • Converted to mailed communications • If email address updated, customer will receive emails again • Unsubscribe / Do Not Email • Converted to mailed communications • Receives only mailed communications

  15. Yellow Flag on the Field • Spam filters • White-listed with major ISPs • Internal Monitoring • Subject Line • Junk mail • Privacy Concerns

  16. Let’s take a look at the tape… eSRL Demo Site

  17. The Scoreboard eSRL Reporting Site

  18. MARKETING Now available for the

  19. Features vs. Benefits Features • Describes attributes of a product Benefits • Makes the features more personal; how the feature will improve their life

  20. Schutt 7800 Adult Air Varsity Commander Football Helmet

  21. $0.35 per email Branded to dealership and OEM Personalized to consumer Looks like mailed communication Online reporting Service Appointment hyperlink Driving Directions hyperlink Bounce-back / Undeliverable policy Unsubscribe policy Personalized From: line White-listed with ISPs You Make the Call!

  22. eBlitz • Online solution still in progress • eBlitzes can still be done

  23. Q & A

  24. Hands in everyone! Ready……. BREAK! (15 minutes – don’t be late $$)

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