News and Trends

Responsive Email Design Pt 2: Show Me the Results

Posted by Hudsen Smith Friday, September 18, 2015
Responsive Email Design is a critical part of any complete, forward thinking mobile strategy. As we discussed last time in Responsive Email Design Answers to Mobile, Responsive Email Design uses new techniques in coding to automatically reformat your email content in an optimal layout for whatever device your customer is using to read that email, regardless if it’s being read on a desktop, tablet or mobile device. By automatically optimizing email content for a specific call to action, this type of design delivers a compelling reading experience for the viewer, evoking more response, more action and more ROI.

One of the nation’s largest dealer groups implemented Responsive Email Design in April 2013 and in just one month they experienced an open rate increase of 6.7 percent, as well as a click-through rate increase of 1.2 percent across all devices. But it is the specific call to actions that proved to be most actionable by the consumer.

Before Responsive Email Design, call to actions such as ‘Call to Schedule,’ ‘Schedule Service Online’ and ‘Maps and Directions’ were nearly impossible to locate and even more difficult to select on a mobile device with the inherent “small screen/fat finger” problem. Now these action buttons are not only placed front and center on a mobile device, but allow functions like one tap dialing to ensure quick and direct interactions, getting the consumer where they want to be, faster. With one tap direct dialing, the same dealer experienced hundreds of additional phone calls, an 18 percent increase of service appointments scheduled online, and further engaged users through the ‘Maps and Directions’ call to action, bringing in more business to the service drive – all in just one month!

It’s vital that the dealer understands how to engage with customers in this new environment in order to deliver a compelling and actionable message. With Responsive Email Design, the dealer is able to direct consumer behavior, driving traffic to a preferred destination.

Applying pro-mobile channels, such as Responsive Email Design, to the dealer mobile strategy will be what sets the forward moving dealer apart from the stagnant. With consumers creating a more competitive environment than ever before, and innovations in mobile happening at breakneck speed, dealers need to establish marketing and content that is flexible enough to accommodate change.

Combining mobile channels such as Responsive Email Design, the mobile app, mobile websites, mobile search and texting will set up a successful mobile strategy that targets the on-the-go consumer.

For more information please visit www.DMEautomotive.com/journeynxt

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