Data-Driven Email Marketing
When you strategize email marketing for your dealership, you want to make sure you can track the success of your campaign. Using data-driven email marketing can help you better understand what’s working and where you may need to tweak your approach.
As you consider your email marketing data, you’ll want to collect information on how engaging your emails are as well as the overall needs of your customers. Understanding both areas can help your campaign succeed.
Here is some data you’ll want to access to improve your email marketing:
The click-through rate (CTR) of your email marketing refers to the number of people who clicked on at least one link from your email. It’s normal for the CTR to be a bit low for marketing campaigns. Taking the time to calculate it will help you understand how your emails are performing.
You can calculate the click-through rate of your email marketing with the following formula:
CTR = Number of People Who Clicked a Link / Number of Emails Delivered Successfully X 100
Return on Investment
Calculating the return on investment (ROI) of your email marketing can help you figure out how profitable your email campaign is. It’s important to know the goal of your email marketing campaign before you calculate the ROI. For instance, if you’re raising brand awareness, it may be lower than if you’re marking a specific sale.
You can calculate the ROI of your email marketing with the following formula:
(Total revenue from email – Total email costs) / Total email costs = ROI
Automotive & Demographic Data
Along with calculating the engagement of your email marketing, you’ll want to ensure you have data about your customers’ automotive needs. When you work with Aspen Automotive, we’ll use cutting-edge automotive data to determine how to help your marketing succeed.
When it comes to demographics, our team is able to access essential information about your customers, including:
- Household Income
- Family Size
Additionally, our Aspen SureDrive and Real Time Credit Score tools provide automotive data about your customers, such as their vehicle-buying habits and financial needs. Having a good understanding of your audience can make it easier to target and personalize your content, so it is received by those more likely to engage with it.