Marketing Campaigns and Email Compliance 2022 news at

Marketing Campaigns and Email Compliance

We have already touched on email marketing in a previous post. Today we will dig a little deeper by looking at the types of marketing campaigns, compliance and giving some examples from the mailing compliance experience.

There are three main types of email campaigns.

"First contact" on the Internet lead

Internet responses represent a new marketing opportunity previously beyond the control of manufacturers and dealers. Email marketing removes the dependency on salespeople to create and manage lead response templates using any dealer CRM system. "Homemade" dealer email templates are being replaced with "personalized" [year-brand-model], UTM-tagged and SPAM filters (i.e. with images). Sales staff simply select and send. Custom templates better represent car brands to increase visual engagement and response rates, leading to appointments and more deal opportunities.

One-time "stuffing" by e-mail

While we don't like the word "stuff" (because it implies that you're blindly sending an email to the masses instead of tailoring it to the relevant information), it's a fairly common term in the industry. We prefer something like a "single marketing message", which can include a variety of time-sensitive content that is manually sent only once. Here are some examples:

  • monthly promotions from your OEM;
  • your new used car buyback program;
  • an upcoming sale or event at your dealership.

Automated workflows

Sometimes referred to as "drip campaigns" or "lead support campaigns", email workflows gently turn visitors into leads. They consist of one or more targeted emails sent automatically based on the contact's behavior.

Here are some examples:

  • overview of inquiries from recent clients;
  • oil change promotions for service customers;
  • rental reminders for tenants.

Always strive for honest advertising campaigns. Compliance is the key to preventing possible problems and improving the credibility of campaigns. Good email marketing providers will ensure your campaigns are aligned and alert you to potential issues.

Some of the key aspects of compliance are as follows (on the example of American practice):

Laws of truth in advertising. The FTC's advertising truth laws protect consumers from being deceived. It is the dealer's responsibility to ensure that every marketing material posted — whether by email, online, TV, print or anywhere else — is the whole truth. Advertising cannot be deceptive to make it more attractive. You need evidence to support claims, and you may be required to use certain claims when advertising leasing and credit.

Spam Act

Spam Act. The CAN-SPAM Act affects dealership marketing initiatives, including any commercial communications you send. There are seven basic requirements for car dealerships under the CAN-SPAM law:

  • do not use misleading header information;
  • do not use misleading storylines;
  • define the message as an announcement;
  • share the address of the dealership with recipients;
  • tell recipients how to opt out of receiving future emails;
  • Comply with waiver requests within ten business days;
  • be aware of what others are doing on your behalf.

Fuel economy advertisement for new vehicles. If a car dealership advertises vehicles with great fuel economy, it is naturally desirable to include this information in any advertisements created. Be sure to correctly list and label city and highway fuel economy. You don't have to list both together, but each should be clearly labeled as "about mpg city" or "about mpg highway". The estimated mileage must also match the exact make and model advertisement of the dealership.