Hyundai in the US has teamed up with EchoMail, Inc., the provider of ‘E-Mail Relationship Management solutions’ to create a pilot program for beginning e-mail dialogue with Hyundai customers.
Hyundai has been collecting e-mail addresses of its prospects and customers via their web site and has been evaluating marketing strategies and technologies to leverage these contacts through the e-mail channel.
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“We want to establish a dialogue with our customers,” said James Fabin, Manager of Internet Marketing at Hyundai Motor America. “EchoMail offers products and services for both outbound marketing and the intelligent handling of inbound replies and responses. In addition, EchoMail promises to treat our customers with the respect and privacy they deserve.”
EchoMail says it views e-mail marketing as an oxymoron. E-mail is described as a medium for conversation, not ‘marketing’. EchoMail says most marketers erroneously use e-mail the same way they use print mail, but e-mail is different – within 2 to 4 hours, those customers that want to interact, will respond and expect a dialogue.
EchoMail’s E-Mail Research Institute (EMRI) recently reported that less than 10 percent of E-Mail marketing campaigns executed by Fortune 1000 companies include the capability to handle the responses generated when recipients of those e-mails reply.
“If you don’t have the inbound capability to handle the conversation started from the outbound E-Mail, it’s talking without listening – what customer wants that? We enjoy working with clients who get this and don’t just want to blast out E-Mail. Hyundai’s Internet Marketing team gets it,” said V.A. Shiva, Chairman and CEO of EchoMail, Inc.
