– BLOG POST: July 2025
Automotive Email Marketing Benchmarks and Statistics – Q2 2025
Using Q2 benchmarks to plan a successful Q3 and beyond
Preferences change over time, so it is important to review the suitability of any communication strategy on a regular basis to check it still meets the needs of the customer and your business.
Our ongoing benchmarking of the effectiveness of different forms of digital communication gives context for retailers to evaluate their own performance. Looking back at the second quarter affords a valuable opportunity to evaluate successes, as well as lessons to carry into the next quarter.
The numbers in review
In the second quarter of 2025, our clients received a combined total of 263,734 new enquiries and distributed over 2,897,006 emails using VoiceBox for sales and aftersales. These AI-powered emails communicate key information specific to each customer, such as prompts about stock, details of maintenance work due, or end-of-term renewals.
Monitor data capture and consent to underpin success
Our reporting platform enables clients to monitor their data quality and consent capture rates across all data sources to aid continuous improvements. High-quality data is the core of effective marketing campaigns, and accurate data must be combined with consent to maximise the chances for 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 marketing messages.
The power of data with detail
A key benefit to using VoiceBox is the ability to offer bespoke communication depending on each customer’s needs via data segmentation. For example, messages to Motability customers in Q2 received an impressive open rate of 56%, boasting an eight percentage-point uplift in open rate compared to Q1. The effectiveness of these messages, which include tailored Motability content, is evident in the average click-through rate of 23%, the second-highest engagement of all our client emails.
Retailers can choose to segment data by enquiry type or powertrain to ensure hyper-targeted messages, which helps improve the quality and quantity of responses. Since introducing more granular targeting to its VoiceBox communications in December, one client has received over 450 sales conversions from its Stock Alerts messages. Its EV-specific stock messages, which include relevant EV images and terminology, attracted a 51% open rate and a 30% click-through rate, which both sit higher than the average for all email communication sent through VoiceBox, clearly highlighting the benefit of high-quality data and segmentation.
Using reminders and aftersales campaigns to re-engage customers
Our clients sending service and MOT reminders received a 53% open rate in Q2 and an average click rate of 13%, resulting in over 104,000 bookings.
Looking to Q3, we are encouraging our customers to couple these reminder messages with MOT ’Pull Forward’ campaigns to help workshops balance the cadence of aftersales bookings and flatten out peaks and troughs in utilisation.
One of our recent consumer surveys found that 60% of UK car owners agreed with the statement: “I’d prefer to book my MOT up to a month (minus a day) earlier if I could still keep the original renewal schedule.” Overall, 78% of the car owners surveyed were already aware that they could book an MOT up to a month before it expires and still maintain the original renewal schedule. However, awareness of this option was found to be lower among younger drivers, with 50% of 18- to 24-year-olds stating they did not know this was possible, indicating a potential demographic to target with additional guidance.
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!
PREFER TO TALK NOW?
Call us on 01727 733 800, or email
voicebox@tekcor4.com
