– BLOG POST: July 2026
Automotive Email Marketing Benchmarks and Statistics – H1 2026
New analysis has highlighted a fast-growing challenge for motor retailers in qualifying and converting a rising volume of sales enquiries, largely coming in via digital channels.
TekCor4 analysed over seven million messages sent during the first six months of 2026 on behalf of over 600 retailers in the UK – many issued in response to website visits and initial digital interactions – and identified a net 19% year-on-year increase in resultant enquiries, equivalent to over 720,000 over the first half of the year.
A number of new factors are at play here, notably the explosion in choice – consumers have so many more brands and models to choose from – and as a result more enquiries are being placed with retailers before a decision is made.
The rise in enquiries is being amplified by the shift to electrification; we’re seeing consumers interact with more brands during an elongated research phase as they seek information and reassurance about what EV ownership might involve. In addition, it is now so much easier for consumers to ‘window shop’ for cars across a diverse range of digital channels, sometimes placing relatively low-intent enquiries.
The TekCor4 analysis found very high levels of engagement with digital messages created to qualify customer interactions. One example is enquiry follow-up emails, which had a 61% open rate and a 17% click-through rate.
Retailers have also seen marked success with dynamic Stock Alerts, which share details of vehicles similar to those that the customer enquired about; these have seen an average open rate of 47% and a click-through rate of 22%. These metrics demonstrate the opportunity that comes from retailers having a contact plan that uses automation to qualify and convert enquiries at scale.
How social media output can aid pre-enquiry comms
To maximise lead quality, retailers can take steps to engage with prospects earlier in the overall purchase cycle via social channels. For example, following a visit to a retailer’s website, our SocialStock tool can automatically deliver personalised stock catalogue adverts to an individual’s social media platforms. Retailers who implemented these campaigns received over 2,000 enquiries, which led to over 980 orders.
These trackable adverts draw from a retailer’s website stock management system to only issue advertisements that align with up-to-date stock levels and relate to the customer’s activity across their website. The tool targets consumers’ Meta feeds with vehicle stock adverts based on specific conquest audience criteria, or through remarketing tracking pixels to reach customers who have previously visited the website.
Through more effective data and lead management, retailers are logging more leads than ever before. Automated systems can then take on the heavy lifting for nurturing and qualifying those enquiries, generating significant measurable return on investment and leaving sales teams to focus on leads furthest down the sales funnel.
Enhanced CRM email open rates and click-through rates for UK car, van, and motorcycle retailers
Contact us to find out how TekCor4 can help you improve efficiency and drive results!
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