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How many times do you have to see a commercial before you finally tune into what it says, or hear a radio advertisement before its jingle gets stuck in your head?
If your dealership has ever faced the daunting realm of email marketing, you most likely have heard whispers of “open rates” and “click-through rates.” Perhaps you’ve even had a cryptic send report mention a “click-to-open rate” or “HTML click-through rate.” But what does it all really mean? And, if you had to choose, which would be the best measure of a successful (or, -yikes!- unsuccessful) campaign?