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Take 5’s 17.5MM+ Auto Intender file can help you get your cost-per-car- delivered (CPC) below $200.00

Over the last decade, most dealerships have, at one time or another, used email marketing to reach out to more than just their own database of past customers in their DMS. Success with email is based on several aspects that are similar to direct mail, and a few that allow it to be far superior in cost-per-car delivered.

Historically, the calculation of CPC has often been manipulated. During direct mail sales, mail companies used to register everyone — even the people who did not get mail — in order to show a higher ROI and lower CPC. Dealers started insisting that they match sales to the mailing list. With email, you can even take that accountability a step further. Dealers should insist that email providers match back not just the people who got the email or even opened it, but those who simply clicked. This would give a true CPC for your campaign. How many emails hit your inbox each month that open in an Outlook viewer — which you then immediately delete? No click, no credit toward the CPC.

With both mail and direct mail, the first and most important thing you need is to have the right list. This is where marketing to Take 5’s Auto Intenders — people currently in the market for a vehicle — makes the difference. Most other email-marketing providers use legacy data that comprises people wanting to buy a car but indicated their desire six months or even a year earlier. Stale data yields few results. Other times, hand-raisers were incentivized to give the response or, even worse, they were just people who live nearby. Take 5’s Auto Intenders are non-incentivized hand-raisers in a given market who legitimately want to purchase a vehicle and have indicated they will do this in no more than 30, 60 or 90 days ago. This is the list you should be using in order to achieve success.

Once you’ve settled on this list, now you need to focus on your message. Whether you use an agency or you create your own message, be sure to keep it consistent across your multichannel pieces — and don’t “cookie cutter” or chase a competitor’s cool idea. Today’s consumers desire legitimate information they deem useful to their needs and fancies. Tell your story, but remember that your story is only important to prospects when it convinces them that you’re there to help them. Less is more — think in terms of Twitter rather than “information overload,” and have fun with it.

Once you have a compelling message for people that triggers their interest, the third step is getting their eyes on your message. With direct mail, this is getting the letter opened. With email, this is a two-pronged effort. First, you need to get into the customer’s inbox, instead of their spam or junk folder. Take 5’s send-score is verified to be above 92 percent. This means at least 92 percent of what you send will reach the inbox. If you have ever had a bad experience with email, it won’t surprise you that most providers in our industry average only 40 to 50 percent.

Finally, but equally as important, comes the subject line. The subject line has to be compelling; it must have a sense of urgency. Spend time with your Take 5 account manager to come up with a few different, persuasive subject lines and test, test, test. This is where the rubber meets the road in email. To open or not to open; that is the elusive question.

John Lofquist
Director of marketing & communications


DMA Direct Voice Commitee


Dear John,


In the coming weeks, U.S. Senator Jay Rockefeller (D-WV), the chairman of the Senate Commerce Committee, plans to hold a full committee hearing on "do not track" legislation. This legislation would direct the Federal Trade Commission (FTC) to create an online "do not track" standard and give the FTC power to regulate the collection and use of information obtained from the tracking of an individual's online activity across the entire Internet.

To put it even more bluntly…one of the most powerful policymakers on Capitol Hill thinks that industry self-regulation is a failure and that consumers should be able to stop the flows of information that power data-driven marketing — and the Internet economy as a whole — with one click of a button.

Make no mistake. The Direct Marketing Association (DMA) is in it to win it. But now is the time to ask yourself what would happen to your organization if Senator Rockefeller's vision became reality — if you were suddenly unable to use consumer data to drive your marketing or fundraising. Would you survive? One way to help stop these threats is to participate in DMA's Political Action Committee (PAC), Direct Voice PAC.

Direct Voice PAC is the marketing industry's preeminent PAC, and its sole purpose is to elect federal candidates who support policies and legislation that advance and protect responsible data-driven marketing. Organizations such as DMA are far more effective in protecting our interests when they can build relationships by helping elect pro-business candidates that support responsible marketing polices.

Before I go further, however, we need to take a simple but necessary paperwork step. In order for me to ask you to make a donation, federal rules require that you first must give me permission to do so.

It's really very simple, go to www.thedma.org/directvoice and logon with the case-sensitive password - PAC - to learn more about Direct Voice and complete the required Prior Authorization allowing us to ask you for a contribution. To be clear, signing the form doesn't obligate you to make a contribution, it simply allows me to ask for a contribution. There is even a contribution form for your convenience.

Should you have additional questions, please contact Adam Nelson, Director of Government Affairs, at 202.861.2407 or at directvoice@the-dma.org.


Thank you,


Jerry Cerasale
Senior Vice President, Government Affairs
Direct Marketing Association

Contributions are not deductible for federal tax purposes. Corporate treasury contributions are prohibited. Contributions from foreign nationals who are not lawfully admitted for permanent residence in the U.S. are also prohibited. Contributions to Direct Voice PAC are entirely voluntary. You have the right to refuse to contribute without reprisal. Any suggested contribution levels are merely suggestions: you may contribute more or less than the suggested amounts. DMA will not favor or disadvantage anyone by reason of the amount of their contribution or their decision not to contribute. All individual contributions must be made from personal funds and may not be reimbursed by any other person. A company may only authorize one trade association PAC to solicit its executives per calendar year
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