So this morning I received yet another email from Mall of Georgia Ford. This is a Ford dealership that while I am uncertain how they captured my email address I know I have utilized their can-spam unsubscribe link multiple times without success. Obviously, no one there maintains an unsubscribe list or removal requests. Besides, I’m in NC not GA.
Are you ready for this ingenious email? I’ll add my 2 cents in red text.
Subject: WOW Mr. Tolbert (WOW Mall of Georgia Ford… I thought this was going to be a Canadian Pharmaceutical email for sexual enhancements.)
Being the last day of the Month I would like to earn your business. (Translated… “I’m desperate. Haven’t sold anything and the sales manager is up my ass. And in traditional car sales fashion all the good deals are to be had on the last day of the month… wink wink.)We are having a Reduction Pre-owned Sale (What the hell is that? Now a Pre-Owned Inventory Reduction Sale I have seen a gazillion times.) here at Mall Of Georgia Ford, that being said what time today or tomorrow would be good for you to come in? (This sounds to good to be true! Sure I’ll run out of work now and head that way! Blindly not knowing if you have any vehicles remotely close to what I may be interested in.) Wouldn’t a better way to target and entice a potential customer be to match this email with a pre-owned option of the vehicle they originally inquired about? Show me numbers on how much I could save during this amazing Reduction Pre-owned Sale? Give me a reason to contact you?
Please give me a call at your earliest convenience. (Why? So you can avoid answering any questions and work me for the appointment?)
Don’t miss out on this Big Sale. (Sounds so exciting… I sure hope I don’t miss out!)
I hope to hear from you soon.
Have a great day.
The other part of this is simply the fact that vague automated email blasts rarely work anymore. People establish relationships with businesses they are interested in doing business with. Even further, they connect with an employee or someone they know at the business. This becomes the customer’s direct path of communication. From there when they reach out, they send specific product information based on past purchases or very related products. The days of the shotgun blast emails are over.