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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!
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.