Optimized Email Blast Strategy Generates Great Engagement

Future Ford of Clovis, an automotive dealer based in Clovis, CA, described itself as “a working person’s dealership.” As a family-owned and -operated dealership for 50+ years, Future Ford of Clovis consistently built their marketing strategies around this customer loyalty. However, as their market shifted over the years, Future Ford of Clovis’ marketing tactics were stuck in the past. Partnering with C-4 Analytics allowed Future Ford of Clovis to become more aware of their evolving market. This understanding triggered a deeper analysis of their tactics, revealing that their strategies were no longer working in their favor. Speci¬cally, Future Ford of Clovis’ email marketing efforts were falling short, preventing this strategy from performing the best that it could. With this collective information, Future Ford of Clovis and C-4 Analytics worked together to improve customer engagement speci¬c to email marketing campaigns. After gathering data about the performance of their current campaigns, our goal was to optimize all marketing efforts for Future Ford of Clovis, starting with email. Here we analyzed past strategies compared to current trends and demographic knowledge. With all of this information, we aimed to increase user engagement coming from their email marketing channel, particularly in the Fresno area. The month we adjusted our email marketing tactics, Future Ford of Clovis saw a 20% increase in new car sales. Future Ford of Clovis did not run C-4 Analytics’ eBlasts before moving to the new format. Traf¬c coming from the eBlasts has performed signi¬cantly better in Q1 2021 than Q4 2020, when Future Ford of Clovis was running their own in-house eBlast campaigns.