Email communication has a lasting effect on your customers. The effort your business puts pours into them can make or break your customer loyalty. Many businesses tend to focus on the overall transaction, overlooking the small details, and diminishing the customer’s experience. These small but important details could be as simple as misleading or poorly written emails.
Emails are A Major Element of Customer Loyalty
Let’s assume your dealership is sending out relevant emails at scheduled times, via your CRM. It may be time for a customer to service their vehicle. Maybe you are reaching out to for the first time. While there is typically a process set up for each version of communication, your CRM cannot detect the virtual engagement between your business and your customers.
According to an article on Business2Community, in email communications, simple things can discount your message, and even turn the customer off.
Things that should be avoided in any email communication, are as follows:
Spelling, grammar and language mistakes
To these points, keep in mind that the visual appeal of your email is as important as the message it relays. It’s not uncommon to find spelling, grammar and language mistakes in dealership templates. Those mistakes go out to every customer targeted in that email, making the dealership appear unprofessional.
Emails that don’t visually parallel a brand’s website
Additionally, if the email design is completely different to the look and feel of the dealership’s website, that can cause a disconnect in the customer’s mind. The custom will end up ignoring the email completely, causing you to miss a business opportunity and chance to connect with your consumers.
Emails that take too long to deliver to the inbox
When communicating with a customer in real-time, prompt responses are crucial. The customer is waiting for an answer to their question, and the longer it takes to receive a response, the less pleased they will be with the dealership experience.
Emails that reach the SPAM box, rather than the inbox
Of course, a frustrating hiccup is one that no dealership want: communications that go straight to the consumer’s SPAM mailbox. The instant you hear that customers are receiving your emails in SPAM, action should be taken. Turn to your email provider to resolve this issue, as it could very easily cost you potential future sales.
In conclusion, it is important that you don’t assume your communication tools are always working properly. Instead, regularly inspect the function of your CRM to ensure your email distribution is running smoothly. Send yourself a sample of an email your customers are regularly receiving and check for errors to keep your communications in top shape.
Small mistakes can create big retention problems, affecting your customer loyalty, and in tern, your revenue. When analyzing the overall experience, make sure you’re not blind to the details. Each piece of the puzzle needs to be in place to create the big, prosperous picture.