"I think Chat GPT it's not in our immediate plans, but I am intrigued to see how it will work... I think it is super interesting."

• Stay informed about new technologies that can enhance your marketing efforts.
• Consider how AI tools like ChatGPT might fit into your strategy.
• Observe how others are adopting these technologies before implementation.

"We will kind of do your traditional elements like personalization of subject lines and different kind of images."

• Personalization can improve open rates and engagement.
• Test different personalization elements like subject lines and images.
• Continuously refine your personalization strategies based on performance.

"We really want to kind of validate testing some of those channels and building on consumer preferences and hopefully that will then further improve engagement and add additional value to the consumer experience."

• Implementing omnichannel programs can enhance customer engagement.
• Testing different channels helps understand consumer preferences.
• Integrated approaches can add value to the customer experience.

"Sometimes when you increase frequency, like engagement drops, but actually we just saw the counter opposite, you know, increasing frequency absolutely improved our overall engagement."

• Don't assume that higher frequency will always decrease engagement.
• Test different sending frequencies to find the optimal balance.
• Monitor engagement metrics to understand the impact of frequency changes.

"We really try and pull different mechanisms that give that value add to the consumer and then as a result, then we get a really good trustworthy data as well."

• Use value propositions to encourage customers to share their data.
• Focus on building trust to obtain high-quality, reliable data.
• Leverage owned platforms to collect and utilize customer insights.

"Our main focus is the content piece. So, you know, whatever we can do with adding value to consumers within their life cycle journey beyond buying a car is good news for us."

• Focus on creating valuable content to engage your audience.
• Content should address customers' needs and interests.
• A strong content strategy enhances customer loyalty and brand perception.

"Whatever we can do with adding value to consumers within their life cycle journey beyond buying a car is good news for us because it keeps us front of mind for the brand and then they keep coming back as well hopefully."

• Provide value-added content to maintain engagement outside purchase cycles.
• Use content that aligns with customers' interests and needs.
• Maintaining engagement keeps your brand relevant for future purchases.

"A lot of our email programs have been born out of those tests. So we've got today one of our existing email programs that initially started as a test is our Ad of the Week email program... It does what it says on the tin. We send out a weekly email with an advert that we found on Autotrader that is particularly interesting or quirky or garish."

• Be open to launching new initiatives based on test results.
• Unique and engaging content can significantly boost engagement.
• Successful tests can evolve into cornerstone programs.

"We also kind of like do lots of testing with our data and segmentation as well. So for new people coming in to Autotrader they're like, oh, so what segment is that? I'm like, well it's this, but it could also be this, this and this as well."

• Testing different data segments can reveal new opportunities for engagement.
• Don't limit testing to creative elements; consider data and audience segmentation.
• Regularly adapt and refine your segments based on engagement insights.

"Regular testing is the backbone of any strong email program. It can make the difference between a benchmark busting campaign or one it falls totally flat."

• Regular testing helps identify what works and what doesn't in your campaigns.
• Without regular testing, you may miss opportunities to optimize performance.
• Incorporating testing into your routine can give you a competitive advantage.