Hey Joe,

When would recommend sending our value proposition to the client? Second email? Also what are your thoughts on adding CTA’s in the email like BUY NOW or Start Your Deal or Value Your Trade etc. We need more email responses and engagement from what we send.

Joe S.
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Great questions, Joe. In our process, the value proposition email (which can include a video value prop if you have one) is scheduled as the 3rd email to be sent (and the first automated email of the workflow). Day One is the first response with answers, pricing, vehicle image, etc. Day Two is a personal video or vehicle walk-around to the client, depending on your dealership’s consistency. Day Three is the value prop email. (Texts and calls are obviously mixed in accordingly). Remember, only if you’re asking the prospect questions in your messaging should you expect email responses.

I think CTAs in the random email can be good. However, it should be used sparingly at best. For the most part, you’d want to link someone to an action that is part of the digital retail process (value a trade, get approved, calculate payments, etc). “Buy Now” may be a bit forward or presumptive. Moreover, it can’t just be a link, but should be a professional-looking button in the middle of the text of the email, and the content of said email should be wholly focused on that CTA. It shouldn’t just be the bottom of the email and look like it was an after-thought.

The upside of the CTA is it can allow you to capture more information from the customer and take them further down the path to purchase. The downside is they really aren’t engaging with your team, per se, but rather with your dealership. In these instances, the CTA doesn’t so much drive email responses, but engagement with the digital process at your dealership.

Hope that helps,
Joe Webb

Once you’ve mastered that, check out my Ask the Expert about Replying Back to Customer Emails and Texts