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.