By now, you know that data are essential components of a well-planned, success-driven automotive email campaign. But once you’ve done all the hard work of gathering key information about your prospective buyers, what’s the next step?
How do you use those details to craft a revenue-boosting strategy that’s sure to reach your targeted audience and help them convert?
Rest assured, the automotive marketing professionals at Aspen Automotive are here to help you learn how to make a targeted email campaign for your dealership. All you have to do is check out this step-by-step guide to master the art of targeted email.
Step 1: Gather Data
If you’re planning to roll out an automotive email campaign, it’s likely that you already have a base of customers who are subscribed to your email newsletters. Now that you have your audience, you want to work on collecting information about the individuals who make up your subscriber base.
Thanks to your previous data-driven marketing efforts, you’ll likely have a huge pool of data to sort through. Ultimately, the more information you have on your prospective buyers, the better. Some of the details you’ll be able to associate with your customers based on your data are:
- Videos they’ve watched
- Products they’ve viewed
- Purchasing history
- Individual demographics and more
Once you have this information, you’re ready to move onto the next step: audience segmentation.
Step 2: Segment Your Audience
From there, your dealership can further determine which car buyers are most likely to engage with the particular offer and message included in your automotive targeted email strategy.
For instance, if you’re interested in creating an email campaign that highlights a new vehicle in your showroom, you may want to refine your targeted audience to include only shoppers who have recently filled out a financing application or viewed vehicles on your dealership’s website.
By whittling down your audience to include only those who will find the most value in your email campaign, you’ll improve the open rates and ROI of your strategy.
Step 3: Tailor the Content
Now that you’ve sorted through your automotive marketing data and segmented your audience, it’s time to get those creativity wheels churning! During the targeted email creation process, you’ll want to consider the demographics of each of your customer segments.
As an example, let’s say you’re intending to send the same email campaign to customers within different age ranges. In this instance, younger readers are more likely to respond to mobile-friendly platforms and capabilities, such as scannable QR codes.
On the other hand, boomers may prefer to call into your dealership using a specific phone number that’s unique to your email campaign. No matter who your audience may be, it’s important to consider the preferences of their demographics before you send your dealership’s next email to their inboxes.
Step 4: Test Your Email Targeting Tactics
To fully optimize your targeted automotive email campaign, testing is a must. The simplest way to test out your dealership’s strategy before unleashing it to the wild of your audience’s inboxes is to run an A/B test.
Simply create two nearly identical automotive emails featuring slight differences in design, offer, or coupon platform. Then, send these emails to a small sample of your subscribers.
After the response rates of both tests are in, review them to determine which strategy resulted in better open rates, click-through rates, conversion rates, and more. Then, stick with the email tactic that’s most successful. That way, you’ll already have an idea of how your strategy will perform before rolling it out.
Your Guide to Creating a Targeted Email Campaign: Learn More Today!
At Aspen Automotive, we look forward to helping dealerships across the nation and beyond build effective, data-driven automotive emails that drive business to your showroom.
With our high-tech data mining software and years of automotive email marketing experience, our team will guide each of your campaigns toward success.
Ready to learn more about us? All you have to do is give us a call or send us an email today!