Dealers who focus on premium and luxury appliances don’t always realize how much data they have access to. Or what kind of information can be uncovered from that data, if they only know where to look.
Our team has had the privilege of working with multiple dealers over the years, providing solutions in both traditional and digital media. We spend time looking at lots of reports – some more complex than others. And sometimes we discover something that seems fairly simple but makes a big impact.
Data-Driven Decisions
Many dealers overlook the continuing power of email marketing. Email marketing is the least expensive platform with one of the highest ROIs for our clients. Our email marketing reports give us a direct window into the preferences of premium and luxury buyers, and a perfect example of how uncovering a seemingly small piece of data turned into big results.
In the course of a routine review of client reports, our team noticed that a single word seemed to be positively impacting the open rates of emails. So we started digging. We analyzed two years of email marketing results from multiple appliance clients – over 100 email marketing campaigns sent to thousands of homeowners in several cities. And our research confirmed what we’d first noticed in that routine review.
Acting on this simple observation led directly to the sale of thousands of premium and luxury dishwashers for our clients – and to new loyal customers and potential future premium and luxury appliance sales.
When dishwashers were mentioned in key areas of the email marketing campaign, open rates for those emails were on average 5% higher than emails not mentioning dishwashers. For some clients, this meant an additional 500 people opened and read those particular emails.
So did that information change how we did email marketing on behalf of our clients? Absolutely! Acting on this simple observation led directly to the sale of thousands of premium and luxury dishwashers for our clients – and to new loyal customers and potential future premium and luxury appliance sales. And the increase in sales showed our clients the value of reviewing data and making adjustments based on that information.
Our team has a deep understanding of how to transform dealer marketing and how to grow business with premium and luxury buyers. We’d be glad to put our experience to work for you and help you uncover even more opportunities to reach premium and luxury buyers in your market.
