In today’s digital age, email marketing has become an essential tool for businesses to reach and engage with their customers. Automotive dealerships, in particular, can leverage the power of email marketing to promote their products and services, increase customer retention, and generate leads. But how do you measure the effectiveness of your email campaigns? In this article, we’ll explore the key benchmarks for automotive email marketing and how to improve your campaign’s performance.
Email marketing is an effective way for automotive dealerships to stay top of mind with their customers and prospects. However, creating and sending emails is not enough; you need to track your campaigns’ performance to determine their success. By measuring your email marketing benchmarks, you can gain insight into what works and what doesn’t, and make data-driven decisions to optimize your campaigns.
Benchmark #1: Open Rates
The open rate measures the percentage of recipients who opened your email. This metric is essential because if your email isn’t opened, it’s unlikely to generate any clicks or conversions. The average open rate for automotive emails is around 25%. However, the best way to determine your open rate’s success is to compare it to your industry’s benchmarks and your own historical data.
Benchmark #2: Click-Through Rates
The click-through rate measures the percentage of recipients who clicked
nd were redirected to your website or landing page. This metric is a clear indicator of how engaging your email content is and how effective your call-to-action (CTA) is in driving traffic to your website. The average click-through rate for automotive emails is around 2-3%. However, again, it’s important to compare your CTR to your industry’s benchmarks and your own historical data.
Benchmark #3: Conversion Rates
The conversion rate measures the percentage of recipients who completed a desired action, such as filling out a form, making a purchase, or booking a test drive. This is the ultimate goal of your email campaign and the metric that matters the most. The average conversion rate for automotive emails is around 2-3%. However, conversion rates can vary widely depending on the specific goals of your campaign and your audience’s behavior.
Benchmark #4: Bounce Rates
The bounce rate measures the percentage of emails that were undeliverable and returned to the sender. High bounce rates can indicate issues with your email list quality, such as outdated or invalid email addresses. The average bounce rate for automotive emails is around 3-5%, but ideally, you want to keep it below 2%.
Benchmark #5: Unsubscribe Rates
The unsubscribe rate measures the percentage of recipients who opted out of receiving future emails from you. High unsubscribe rates can indicate issues with your email content or frequency. The average unsubscribe rate for automotive emails is around 0.1-0.2%, but ideally, you want to keep it as low as possible.
Tips for Improving Your Email Marketing Benchmarks
- Segment your email list based on your customers’ interests, behavior, and preferences to deliver more targeted and personalized content.
- Optimize your subject line and preheader text to entice recipients to open your email.
- Use a clear and prominent CTA to encourage recipients to take the desired action.
- Test and refine your email content, layout, and design to improve engagement and conversion rates.
- Monitor your email list quality regularly and remove any invalid or inactive email addresses.
- Respect your subscribers’ privacy and preferences by providing an easy way to unsubscribe and honoring their requests promptly.
Email marketing can be a powerful tool for automotive dealerships to build relationships with their customers, generate leads, and drive sales. By measuring and optimizing your email marketing benchmarks, you can achieve better results and higher ROI. Remember to stay focused on your goals, test and refine your strategies, and deliver value to your subscribers. Happy emailing!
Shawn Ryder Digital is headed by a seasoned professional with a wealth of experience in both the automotive industry and technology. With over 20 years in the car sales industry, our expert brings a deep understanding of the unique challenges that come with selling cars in the digital age, having worked in both sales and management positions. They also have a strong background in technology and a proven track record of using digital marketing tactics to drive sales and increase brand awareness. Shawn Ryder combines this automotive industry knowledge and digital marketing expertise to provide dealerships with customized and effective marketing solutions that drive results. We are dedicated to helping dealerships thrive in the digital age and are confident in our ability to help you reach your goals and grow your dealership.