Comments on: Why Does this BMW Dealer eNewsletter Talk So Little About Cars?

By: Lisa Randolph

Lisa Randolph — Mon, 22 Jun 2009 03:23:05 +0000

Oh, you’re absolutely right. It’s going to be difficult to come back from this type of marketing disaster. Have you thought of notifying them to give your two cents about their mess of a newsletter? I think they should know that someone is not only reading their newsletter, but thinks it’s rather lacking. I’d love to hear some constructive feedback if someone thought my newsletters were terribly off-target.

By: Newt Barrett

Newt Barrett — Sun, 21 Jun 2009 23:02:09 +0000

Lisa,
Thanks for taking time to comment. One of the worst elements is that even if they improve, I’m guessing many customers will simply delete future missives if they have not already unsubscribed.

By: Newt Barrett

Newt Barrett — Sun, 21 Jun 2009 22:59:44 +0000

BMW Marketeer,
You’re right that I assumed that BMW would have a bit more input into customer communications. After getting your comment, I checked out a number of BMW dealer eNewsletters and can see that they are all over the place, even though many of them seem to use the same canned content from the ‘imakenews.com’ folks. What’s awful is that this is such a huge missed opportunity to connect with loyal customers like me.

By: Lisa Randolph

Lisa Randolph — Sun, 21 Jun 2009 22:52:56 +0000

Wow. This is incredibly bizarre. I wouldn’t think to see anything like this associated with the BMW brand. This is a poor, very unorganized newsletter. Whomever is in charge of making it needs to reevaluate what those on the mailing list would actually be interested in reading about. Special events at the dealership or vehicle-related news would be much more fitting in this type of newsletter over content like adopting pets and staying cool in the summer.

By: BMW "Marketeer"

BMW "Marketeer" — Sun, 21 Jun 2009 13:52:40 +0000

I can’t decide which I’m more bothered by, The terrible job Germain BMW did with this piece or the fact that Newt Barrett doesn’t know how things work in the car business( or other franchise relationship) by assuming that BMW Corporate is behind all of its franchised dealers’communications…..

By: Newt Barrett

Newt Barrett — Fri, 19 Jun 2009 18:41:13 +0000

Chris,
You are so right. Of course, I’ll bet it’s been a few years since you read GH.

By: Chris

Chris — Fri, 19 Jun 2009 18:18:29 +0000

It looks like something out of Good Housekeeping Magazine.