By Colby Horton
Shop Site of the Month
Encititas Foreign & Domestic Auto Repair - Encititas, Calif.
www.RunCarRun.com
This site uses flash technology, making the site very interactive to its visitors. And although the site offers an impressive look, it still offers an assortment of information, including customer testimonials, a tour of the shop and special promotions. An employment section, detailed map and customer feedback form adds to its overall usefulness.
Web Wise
Before Clicking Send, Follow These Tips for Effective E-mail Marketing
As the business world quickly migrates to the use of e-mail for effective communications, it's no wonder owners of repair facilities are adopting such practices in their business plans. E-mail marketing can be a cost-effective way of highlighting your shop's specials, activities and overall business philosophy. But before launching an e-mail marketing campaign, be sure to understand how to effectively communicate in this digital world.
First, with any marketing plan, be sure to make your point quickly. This is especially true in e-mail marketing. In a medium that is inundated with SPAM e-mails, you have to grab your customer's attention or your marketing efforts may be deleted immediately. In addition, be sure not to send too many messages to your e-mail list. Most recipients of e-mail marketing material prefer to receive e-mails once a month.
Speaking of SPAM, users view this type of unwanted e-mail in the same manner as telemarketing calls. This could ultimately affect the way your business is viewed by your customers. Give your customers the ability to sign up for periodic e-mails through your shop's Web site. Advertise it as a way for customers to save money on the services you offer. Let them know you send out periodic coupons that are only available to customers providing their e-mail address to your shop.
No matter how you collect e-mail addresses for your shop, always give your customers the option of removing their name from your marketing list. All e-mail messages you send out should have an opt-out option at the end of the message in case a customer no longer wants to receive information from your shop.
One of the most difficult aspects of e-mail marketing is the ability to keep up with changing e-mail addresses. According to recent statistics, 32 percent of e-mail addresses are changed each year by Internet users. Be sure you're prepared for such changes before jumping into an e-mail marketing campaign. Companies such as Cartrak Online (www.cartrak.com) can help you set up a database for effective e-mail marketing.
Net Numbers
Total e-mail marketing expenditures in the United States, which reached $898 million in 1999, will increase 417 percent to $4.6 billion by year-end 2003.
eMarketer
ASA Web Ways
NACE Online Daily News
Once again, AutoInc. will be reporting from the floor of this year's International Autobody Congress and Exposition (NACE) in Dallas. The seventh annual NACE Online Daily News will provide the best insight into the show's events. AutoInc. reporters will be located around the Dallas Convention Center, providing highlights of the show - including keynote addresses, educational courses and nightly events. Coverage begins Thursday, Dec. 5, and continues through Sunday, Dec. 8. The reports can be accessed through the ASA Web site (www.asashop.org) or the AutoInc. Web site (www.autoinc.org).
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Net Worth is written by Colby Horton, ASA's electronic communications manager. He can be reached at (800) 272-7467, ext. 234, or by e-mail at colbyh@asashop.org.
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