E-Newsletter Reports: The Golden Ticket
Let’s explore how you can use your e-newsletter reports to drive additional business in three areas: determining which content is being read, analyzing which coupons are being printed and identifying specific actions by readers that encourage follow up communication. If you haven’t had a chance yet, take a look at your e-newsletter reports today. I think you’ll be pleasantly surprised with the depth of information you’ll unearth. Here are a few suggestions you can use to keep your dealership at “top-of-mind” when your readers are in the market..

Determine the Most Popular Content
Many e-newsletter reports help you determine your most popular content fairly easily. Start by looking for the articles that are most frequently opened. Often these will be the articles ‘above-the-fold’, or near the top of your e-newsletter. Let’s say the most opened article from your last mailing was an article about a new model vehicle with special financing. Based on this article being the most popular, you now know a number of things. You know that many of your customers are interested in this new vehicle. You also know they are driven by special financing incentives. You can now use this information to craft future articles about new model vehicles which will encourage greater reader involvement. But most important of all, you know which readers clicked on that article. Using this information, you can reach out to those readers by following up with additional, targeted marketing messages that emphasize specials on this new model.

Analyze Which Coupons are Printed
This action goes hand in hand with the one above. By placing printable coupons in your e-newsletters and customizing the offer, you have access to which promotions will appeal most to your readers. Try out different coupons each month and see which ones are printed most often. By creating an “oil change special” coupon one month and a “detailing special” coupon the next and then analyzing which of the two is printed most often, you’ll discover what motivates your customers to act. Once you’ve found two or three coupons that drive the highest response, you can rotate those in your e-newsletter, knowing they’re your most popular promotions.


Identify Specific Actions
E-Newsletter reports can tell you much more than which articles were opened and which coupons were printed. Because the e-newsletter reports track each click your readers make, you can easily see if a reader jumped from an article about trucks to look at your truck inventory online. Or you can determine if a reader opened an article about a community sponsorship by your dealership and then clicked on a button to schedule an oil change. You would know, based on this interaction, that your customers appreciate the fact that you’re involved in your community. Each one of these interactions helps you understand the intent of your readers and what information causes them to act.