Email Marketing Benchmarks and Statistics for the Automotive Industry
Published: March 2024
Average automotive email marketing statistics for 2024
We’re always keen to share our marketing best practices alongside hints and tips for delivering a great customer journey, and as our focus is solely on the automotive industry, we can quickly adapt to offer the best solutions to challenges across the sector.
But what about individual email performance?
Our client services team regularly review email performance with our retailer clients, such as open rates, click-through rates and the number of bounces or unsubscribes – all of which are indicators of data quality. Not only this, but we also hold data quality metrics such as data capture and consent rates paired with customer retention rates.
When our commercial director recently went to research email performance benchmarks for the automotive sector, she was surprised to find that there isn’t a category dedicated to the industry we know and love. So, as Marketing Delivery currently manage CRM solutions for over 500 UK automotive retailers, it made sense that our results are, in fact, the benchmarks that you may be looking for.
Email Open Rates and Click-Through Rates for the UK Automotive Sector
| Message | Ave Open Rate | Ave Click Rate | Hard Bounce | Unsubscribe Rate |
|---|---|---|---|---|
| Sales Campaigns | 59% | 11% | 1% | 0.5% |
| Aftersales Campaigns | 69% | 18% | 1% | 0.4% |
| Service & MOT Reminders | 65% | 14% | 1% | 0.7% |
| We Want Your Car Campaigns | 83% | 24% | 2% | 1.0% |
| End-of-Term Finance Renewals | 75% | 19% | 0% | 0.6% |
These headlines can give any car dealer or workshop an idea of their own email performance, with or without the support of a CRM specialist like us. But, if you’re looking to supercharge your processes and craft the best customer communication plan, then here are some of our headline performances that help automotive retailers and workshops keep in touch with their customers in the right place, at the right time.
Enhanced CRM Email Open Rates and Click-Through Rates for UK Car, Van, and Bike Retailers
| Message | Objective | Ave Open Rate | Ave Click Rate | Hard Bounce | Unsubscribe Rate |
|---|---|---|---|---|---|
| Enquiry Follow Up | Nurture active leads | 73% | 14% | 1% | 1.25% |
| Stock Alerts | Engage open enquiries with new or reduced stock | 60% | 23% | 0% | 0.23% |
| Appointment Confirmation & Reminders | Improve kept appointments | 80% | 7% | 1% | 0.04% |
| Lost Sale Follow Up | Capture business insight and re-engage unconverted leads | 70% | 12% | 1% | 1.30% |
| Post Delivery | Capture reviews and introduce aftersales | 85% | 23% | 1% | 0.13% |
| Motability | Bespoke customer journey for Motability customers | 66% | 19% | 6% | 0.25% |
| Safety Recall Notification | Reactivate lapsed service customers | 53% | 12% | 12%* | 1.05% |
*Typically sent to customer that have not been seen for 2+ years
So, there you have it!
With access to these insights, marketers in the automotive sector can gather a deeper understanding of their own CRM and email campaign performance, adding context to individual performance.
Understanding these benchmarks will enable UK automotive retailers to tailor their CRM strategies for optimal engagement and set realistic objectives and goals – addressing subject lines for improved open rates or revising the CTAs to encourage stronger click-through rates.
Review your email marketing performance today
VoiceBox is the UK’s only marketing automation platform designed exclusively for the automotive sector to support the full customer lifecycle from research to renewal.
Backed with 300+ years of automotive expertise, Marketing Delivery have been helping UK automotive retailers supercharge their CRM strategies for over 16 years.
Contact us to arrange your free, no obligation demo.
Disclaimers
The accuracy of email open rates may be impacted by Apple’s privacy changes and their Mail Privacy Protection (MPP) feature, and this should be considered as you interpret open rate data.
The data provided on this page is an average of all emails sent between 01/01/2023 – 31/12/2023 and may vary from email marketing benchmarks data provided within the VoiceBox application.
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