Topic: email marketing
CarGurus recently hosted a webinar with Facebook and Bosak Motors to discuss digital marketing trends for a new 2020. The participants shared many key insights over 30 minutes. Here are four important takeaways:
Update your marketing messages for the moment
Make sure to update your creative and messaging to communicate exactly what’s happening at the dealership right now. Bosak Motors updated all their messaging to advertise the services they’re offering to help keep customers safe, such as home delivery, contactless services, and online vehicle sales.
Carefully measuring the performance of your email newsletter leads to better content and more engaged customers
As a car dealer who wants to engage customers and nurture loyalty, you probably send a regular e-newsletter (and if you don’t, you really should). But too many customer newsletters are bland, self-serving, and easily ignored. Great dealers set their newsletters apart by using key metrics to continually fine tune everything from core content to the time of day they send them. Customers value their newsletters, which makes them a potent weapon in your marketing mix.
Refining your own newsletter isn’t complicated, and it will never be wasted effort. Email marketing—of which an e-newsletter is an important component—remains an extremely effective marketing channel. According to Campaign Monitor, every $1 spent on email marketing earns $44 in return.
In other words, an effective e-newsletter is a key part of your marketing strategy. But measuring that effectiveness and tweaking it accordingly is vital. Newsletters that offer no value annoy consumers, who are increasingly prepared to report irrelevant emails as spam and unsubscribe from contact lists.
A good email marketing campaign can drive sales and engagement. But how do you measure how well you’re doing?
There’s a lot to learn when it comes to email marketing. It is a relatively cheap channel that allows you to reach a large number of people, and it’s highly effective at driving revenue—revenue contribution from email marketing represents more than 20% of overall revenue for many companies. By using techniques like segmentation, data analytics, and customized content, you can optimize your email marketing campaigns to greatly improve customer engagement, strengthen your brand image, and reach new potential customers.
As we discovered in our article on email marketing tips, there are many things you can do to make your campaigns more successful. In this piece, we’ll dive into the metrics you should be tracking to measure and evaluate the impact of those changes. Some metrics are more valuable than others and some metrics might sound useful, but on their own, don’t offer much insight. For example, you might think that your Open Rate is a good indicator of success, but just because someone opens your email does not necessarily mean they’re reading it.
Let’s take a look at five important metrics you should be paying attention to when measuring your email marketing efforts.
Email marketing offers dealers the opportunity to engage with more potential customers
With 225 billion emails being sent every day, it’s safe to say that email is a powerful form of communication with massive marketing potential. Email marketing also boasts an exceptionally high ROI, with 83% growth from 2015–2017 according to the Salesforce State of Marketing report.
The numbers send a clear message: you should be using email marketing as a way to boost sales and draw more customers to your dealership, both online and on foot. In this article, we’ll discover five actionable items to make your email marketing campaigns more impactful.