Automotive Email Marketing Benchmarks and Statistics – Q3 2025

Published: November 2025

Using Q3 benchmarks to plan a successful Q4 and beyond

With the third quarter of 2025 now complete, motor retailers can reflect on the successes of their recent marketing efforts, review business goals and start to shape their campaign strategies for 2026.

Our analysis indicates that, in general, retailers saw significant success from their marketing efforts in Q3, with open and click rates up across the board compared to the previous quarter.

To better understand the performance of an individual site or a group, it is necessary to appreciate the broader industry context, identifying benchmarks so meaningful comparisons can be made. Email marketing is one of the most productive tools available to retailers, and analysing open rates and click-through rates for the sector as a whole can help guide future campaign efforts. Similarly, comparing with general indicators of data accuracy, such as bounce rates and unsubscribes, allows marketers to see areas for improvement and ensure the highest return on investment.

The numbers in review
In the third quarter of 2025, our clients received a combined total of 302,233 new enquiries and distributed over 2,923,151 emails using VoiceBox for sales and aftersales. These AI-powered emails communicate key information specific to each customer, such as prompts about available stock, details of maintenance work due, or end-of-term renewals. This quarter, our clients experienced a 14% rise in new enquiries with only 0.9% more emails distributed. This emphasises the need for strategic communications that automatically nurture enquiries throughout the year to maintain high customer satisfaction without adding extra pressure on the sales team.

Monitor data capture and consent to underpin success
Analysis of the CRM data from over 500 of our retailer clients revealed that 9% of customer records lacked an email address, and 7% were missing a phone number. Among records with an email address, 27% did not have consent to receive email marketing messages, and 17% did not have mobile consent.

Even the most diligent marketing efforts cannot guarantee success if data quality is patchy. Our BrainBox reporting platform enables clients to monitor their data quality and consent capture rates across all data sources to aid continuous improvement. High-quality data is the core of effective marketing campaigns, and accurate records with appropriate consents maximise chances of success.

Re-engaging ‘lost’ leads for maximising ROI
To maximise return on marketing efforts, retailers must employ tactical strategies to convert every possible lead into a sale, including those that may have previously been considered lost. In our recent analysis, 35% of ‘Lost Sale’ enquirers replied that they were still in the market for a car. Automated Lost Sale emails are a GDPR-compliant way for retailers to re-engage unconverted leads. In the third quarter of 2025, these emails achieved an impressive 59% open rate, and a high average click rate of 18% across all Marketing Delivery clients.

For clients that are using enquiryMAX, with the VoiceBox integration, Lost Sale emails are sent automatically, which are designed to re-engage the customer via an ‘I’m still interested’ button, which, when clicked, automatically updates the customer record to reactivate them as an open lead. The retailer is notified of the customer’s change in status so a follow-up action can be scheduled.

Leveraging aftersales communication to boost sales performance
In late 2025, retailers will be focusing on clearing old inventory and acquiring new vehicles for the upcoming year. One effective method to engage aftersales customers into the sales process is through Aftersales Stock Alerts, which are personalised messages about stock that might interest them, encouraging a buying mindset.

Overall, Stock Alerts have repeatedly proven successful in maintaining high engagement rates across 2025, with messages across the third quarter receiving a 52% open rate and an 18% click-through rate. The automated messages often include a link to ‘Value my Vehicle‘, urging customers to consider part-exchanging their current cars. Over 300 customers clicked this link in quarter three, highlighting opportunities for retailers to source high-value used cars and create new sales prospects from their existing aftersales database.

Retailers can also foster leads from finance customers considering new vehicles. End-of-term finance renewal messages are sent automatically to customers reaching the end of their finance agreements, reducing the administrative strain on sales staff. Retailers saw a 63% open rate from sending these automated messages, demonstrating a significant 10% increase compared to Q2, and a click rate of 16%, up 3% from the previous quarter. This increase could, in part, be due to the plate change in September, which encouraged customers to consider new vehicles.

Enhanced CRM email open rates and click-through rates for UK car, van, and motorcycle retailers

Enhanced CRM email open rates and click-through rates for UK car, van, and motorcycle retailers 

Marketing Delivery builds customer marketing solutions exclusively for the automotive sector, with AI-driven, dynamic, and personalised email, SMS, and social media communications. Our nationwide team of automotive experts boasts 300+ years of combined industry experience, providing solutions to more than 500 retailer clients.

If you’re looking to enhance your CRM, contact us today.

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 1 July 2025 and 30 September 2025 and may vary from email marketing benchmarks data provided within the VoiceBox application.

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