How many emails have you received today? How many have you actually read? Is it even 25 percent? Now ask yourself the same questions about texts. Chances are, you receive plenty of texts too, but you most likely read them all eventually, apart from those group texts that take on a life of their own. Have you ever deleted an email by accident because it looked like spam? Have you missed out on communication with someone because the email inadvertently went to junk mail? With texting, there’s no “junk text” folder where messages can disappear. While not every customer is tech-savvy or wants to communicate via text, a growing number of consumers don’t even bother to read marketing materials they receive through email anymore. To keep your dealership ahead of the trend, take a look at the differences between email and text marketing to boost your automotive sales.
Emails and texts are both less invasive than phone calls, particularly during the work day. But texting conveys your message quicker and pops up on the screen, even when customers are in a meeting or can’t talk on the phone. Some people don’t have their email set to alert them to new mail when they aren’t logged in, whereas texting provides an instant notification of the message you want to convey. If you’re running a sale or promotion, this is the best way to ensure they’ll see the message before the sale ends. It’s an easy way to get their attention and remind them of your products and services, without being an interruption.
An email gives you the chance to go into more depth with the services you provide. While some customers, particularly the older generation, prefer this more formal line of communication, it has some pitfalls as well. Emails run the risk of being deleted, since they’re stacked between layers of marketing emails from other companies. Many people do a mass delete of marketing emails and spam each day, and yours can get lost in the shuffle. Email addresses are accessible by thousands of companies, taking the personal touch out of the communication. When you send an email, you are just one of the many people proffering your goods. Texting is more personalized, because texts typically come from someone we’ve chosen to give our phone number to. When you text someone, you fall into the category of communication that takes place between friends, family, and colleagues, rather than just advertisers.
Many people don’t have time to read all the lengthy emails they receive in a day. Emails work well for dealerships when they convey multiple pages of information or paperwork and documents to sign. But texting is more appealing to most customers, since it gets to the point. The reader can often get the gist of the message from the first sentence, without even opening the text. From there you can link files with longer documents, that they can click on when they have time. This gives them a brief synopsis of why you are reaching out, which they are more inclined to read.
The traditional CRM cycle for phone calls and emails involves a 7-day period of communication. With text marketing, and SMS CRMs, the follow-up can be continual. Many automobile purchases require a lengthy period of research, comparison, fund gathering, and finance options. Customers often begin the process as much as 8 months before they make a purchase. If your communication stops after a week, you miss out on customers who simply needed more time to process. Text marketing allows you to stick with the customer until they are ready to buy, preventing a competitor from winning the transaction.
Phone calls and emails are time-consuming endeavors that follow a linear process. You can only call one person at a time, or send one personalized email, and only within your business hours. These marketing tools might be used for particular customers who prefer not to text or only offer a home phone number. But texting can be done through an SMS CRM system that doesn’t require a staff of people. Appointments are set to follow-up on countless leads, allowing you to interact with multiple customers at once. You can follow up with 1,000 customers per month, with no extra time spent. This system also works whenever you need it to, so you can focus on other things.
Receiving an ill-timed phone call or impersonal email can make a customer annoyed. You want to keep your communication appealing, so they don’t feel pestered or rushed. Texts are brief and casual, and don’t require a conversation. Texts can also be read quickly and replied to later, keeping your company on their mind. When you text a customer, it tells them you are distinctly interested in their business. This is an important decision for them, and they want to feel like they matter to you. They also appreciate the fact that they can reach you easily, rather than calling a landline where they are put on hold, and possibly patched through to voicemail.
Text marketing is advanced and effective, and connects you to the broadest base of customers in the most appealing way. To get started, work with trusted professionals who can set up a seamless system. At TECOBI®, we use text messages combined with Hybrid Intelligence to create a Text Thread that keeps the lines of communication flowing. You can hop into the thread at any point with the help of notification icons and customer source info, so you always know who you are texting. Our Assigned User Designation lets you see who owns each lead, so you can notify the correct recipient. We also offer appointment setting and “Click to Call,” so customers who prefer a phone call can reach you without you sharing your cell phone number. Check out our reviews to see how TECOBI® is using advanced technology to multiply dealership’s sales. We offer free demos and love to show people how the simple act of texting can generate countless leads.