The Dealer Marketing Service

Open, Click, Bounce; The Not-So-Secret Language Of E-Marketing

In the modern world of e-marketing, encouraged no end by the explosion in popularity of smartphones, it’s reassuring to note that motor dealers have within their grasp a product called SmartMail that can deliver email open rates more than 200% better than those reported in the wider retail sector.

According to a report from e-marketing provider MailChimp, which benchmarks email marketing success by industry, the open rate for businesses operating in the retail sector sits at an average of just 17.8% with a 3.54% click through rate. eCommerce businesses rank even lower at 14.98% open rates and 3.36% click through rates.

Our Managing director Jeremy Evans reports that email campaigns sent using our highly intelligent system SmartMail generate consistently high open rates of around 40% and sometimes achieve up to 60%. What’s more, where there is a call to action included in the body of email, the click through rate showing actual customer response to the content sits at around 30% of people who open the email.

Jeremy puts this impressive success down to ensuring the messaging within emails is clear, engaging, uncluttered and relevant. His team also ensures emails are appropriately timed but not annoyingly frequent. He commented: “It’s interesting to note that the automotive sector doesn’t even feature in the MailChimp report, suggesting that we really are behind our neighbours in the wider retail industry when it comes to using these modern communications tools available to us. “That said, at Marketing Delivery we have seen a marked increase in interest in this over the last year or so as awareness is beginning to filter through the industry. Dealers country-wide are seeing the benefits of a far more proactive and planned approach to electronic customer communications.”