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I implemented a monthly newsletter for the dealership; now in its fourth 'issue', the open rate as well as the click-throughs have been steadily growing.  What is the value of the click throughs?  Do I follow-up with customers that have clicked through on inventory searches, etc?  Are they 'serviceable' leads?

Any feedback would be appreciated!

Robin

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It depends on what the user is clicking on and how many times they clicked on it.  If they clicked on an article about a family's car buying experience, its' probably not worthwhile to follow up on them no matter how many times they clicked through to it.

But if they clicked a link that was about your service pricing 3 or 4 times, they are probably considering getting service done soon.  In this case, decide what you want to do.  You can:

1. Send the user a targeted coupon for service. (this can be automated by many vendors)

2. Contact the user and maybe offer them an incentive to come in.

-Carl

Great marketing that many (most?) dealers never implement. Based on my own shopping habits I may feel violated if I got a personal message about my click through. BUT I may not connect an "exclusive offer" a day or two later.

Be sure to have a 24/7 chat on your site and let people know in your newsletters

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