Posted on Feb 17th 2016 under Email Marketing
Don't take it personally, but when it comes to your email, you're probably doing it wrong.
That's OK, though, because you're also in very good company. Most marketers in your niche don't make adequate or effective use of email, which is why we hope you'll keep reading. We've identified five very common mistakes that limo businesses make with their email marketing that you now have the opportunity to recognize and change. Read on and get ready to take your email marketing to the next level.
#1-Boring or Repetitive Subject Lines
"How many things can you really say about a limo company in a subject line?" Ideally, you wouldn't be saying anything about your company in the subject, but that's what most of your competition does. Think of your subject line from the perspective of the customer. Which of these subjects is more likely to get you to open the email?
Option A: Great Rates on June Weddings-Now Taking Early Bookings
Option B: How to Plan the Perfect June Wedding
The email is going to be about early bookings and low rates, but your subject has to appeal to the result of booking with you. Hiring your limo company is a great idea if they want a perfect wedding and you're going to make it affordable. See how that works?
#2-Over-the-Top Subject Lines
There are three nevers for email subjects in your niche. Never type your subject line in all caps, never over-hype, and never include pushy calls to action. Here is an example of each:
Caps: OMG I NEED A LIMO FOR PROM!!!
Overhyped: Save $$$ on a limo for pr0m nite!!!!!!!
Pushy: Need a ride to prom but ur short on $$$? <—-READ THIS NOW!!!
Remember that regardless of the intended audience, you have to maintain a certain level of professionalism, and these kinds of subject lines communicate that you are anything but.
#3-Too Much Marketing
Now let's talk about the body of the email. You want to convey the value of your service, not ask 15 times for a booking. Some templates and swipe files include multiple links to landing pages or the like, but we recommend againstusing this approach. A single link at the end of your message with the right call to action will get you much further.
#4-Not Enough Storytelling
Remember that the focus of your email messages has to be on the customer, not the company. Tell a good story that has a high degree of relatability with the people in a specific funnel, and keep it open-ended. Do this right and people will actually wait to get your next email, and will open it immediately.
Finally, on the heels of #4, you need to be able to hold people's interest and that means hearing from you regularly. Don't grow lax in this area; there is no bigger kiss of death to your marketing efforts than constantly appearing and then disappearing from people's inboxes.
The DriveProfit Advantage
The senior marketing team at DriveProfit has the limo marketing experience and knowledge necessary to help you develop effective limousine marketing programs geared specifically toward the chauffeured ground transportation industry. If you are launching a new limousine marketing campaign, or are not satisfied with the results you are getting from your current efforts, our team is here to help. To learn more, please contact Pat at DriveProfit today at 203-426-7780, or email us at firstname.lastname@example.org.