3 Min ReadFebruary 8, 2022

3 Tips to Improve Email Marketing KPIs

Three tips to Improve Email Marketing KPIs

It’s no secret that customers hate email spam. For example, my dad recently bought a gently used Hyundai Sonata. One week after he bought it, he received an email about trading it in. I probably don’t have to tell you that he opted out of further email communications.

Mass emailing contacts with broad messages is an easy way to lose a customer. But when done right, email marketing delivers the highest ROI of all marketing channels, with $42 back for every dollar spent. It remains one of the most powerful tools in your digital marketing strategy. Having the right strategy is key. When you have a plan of action that defines your audiences, messaging, and how you’ll measure success, you can reach customers at a more personal level and achieve greater ROI.

However, the average person receives 121 business emails each day — and that number is growing. With more brands vying for your customers' attention, your emails need to stand out to be opened and read. Here are three tips that will help you get noticed.


Target Your Customers

One mistake dealers often make is not the using powerful audience segmentation tools built into their CRM. When you segment your customers into buckets, you can create highly targeted lists. Targeted marketing lowers your marketing costs, ensures the right customers are getting the right message and increases engagement.

For example, open rate percentages for untargeted emails are in the teens. Open rates for targeted emails range from 25 to 30% , which can make a huge impact on your bottom line. There’s no need to send generic bulk emails when your CRM can segment customers and send specific, personalized messages.


Make It Relevant and Engaging

When you send emails, they should be short, relevant and personal. The subject line is a great place to add a personal touch. A sample subject line can say, “Linda, I have a service special created just for your Kia Sportage.”

People will read that message out of sheer curiosity. Make the body of the email just as compelling with a 30 to 60-second video talking about the Service special in front of a Kia Sportage. In the video, highlight why this particular service is needed right now.

Always include a link to your Service scheduler so customers can easily make an appointment. You should also include the option to move to text message. You can say something like, “Is XXX-XXX-XXXX the best number to reach you? Would you prefer to continue our conversation by text or on a call?”

Video is gaining in popularity and it’s easy to see why. Videos are engaging, personal and easy to create. All you need is a mobile phone and some imagination. Sales introductions, vehicle walk-arounds and how-to videos are all interesting and informative video topics. Again, tailor the content to your audience. For example, you wouldn’t want to send a customer a video about how to connect Bluetooth if their vehicle doesn’t have that functionality.

Stuck? Use our car sales email templates for inspiration.


Measure KPIs

Track all campaigns in your CRM so you know what didn’t work, and what should be repeated. One best practice to follow is to track Sales and Service campaigns for 45 to 60 days. Review email open rates and click-throughs within three days to see who’s engaging with you and when. You may find that you get higher open rates at a certain time of day. If a campaign is still falling short of expectations, try A/B testing different subject lines or offers to see if you can get a stronger response.

Conclusion

Email is one of the most powerful tools in your digital marketing strategy. And when you use your CRM to help send emails that are targeted, relevant and measurable, you’ll see a difference in your ROI.

Share This

CDK Global
By CDK Global
Staff

Recent Insights

Three Ways Dealers Use Automotive Inventory Management Software.

3 Ways Dealers Use Automotive Inventory Management Software

Not too long ago, CDK conducted an informal survey of dealerships to see what inventory concerns plague them most. Some...
4 Min ReadJul 30CDK Global
How COVID 19 Strategies Can Help Dealers Pivot in 2025.

How COVID-19 Strategies Can Help Dealers Pivot in 2025

If the word of the year in 2020 was unprecedented, the word of 2025 may very well be tariff. Tariffs...
3 Min ReadJul 28CDK Global
The Evolving Role of the E V Salesperson in 2025.

The Evolving Role of the EV Salesperson in 2025

According to CDK data, vehicle satisfaction declined as electric vehicle buyers shifted from innovators and early adopters to the early...
4 Min ReadJul 23CDK Global
How Generations Like to Buy Electric Vehicles. Online versus In Person.

How Generations Like To Buy EVs: Online vs. In Person

Today, the automotive retail landscape is evolving at an unprecedented pace, with vehicle technology, consumer preference and politics playing crucial...
3 Min ReadJul 17CDK Global
Dealerships Should Always Approach Electric Vehicle Sales Differently.

Dealerships Should Always Approach EV Sales Differently

Today, there may be an elevated interest in electric vehicles as incentives are set to expire on Oct. 1. But...
4 Min ReadJul 14CDK Global
The Race Is On for Used electric vehicles.

The Race Is On for Used EVs

New federal tax guidelines in the One Big Beautiful Bill Act eliminate both the new and used electric vehicle tax...
3 Min ReadJul 10CDK Global
Car Shoppers’ Aversion to Sharing Their Info Online.

Car Shoppers’ Aversion to Sharing Their Info Online

While it’s no surprise car buyers want to test-drive a vehicle in person, it’s surprising how few are willing to...
3 Min ReadJul 8CDK Global
C D K Foundations Suite. The Core of a Connected Dealership.

CDK Foundations Suite: The Core of a Connected Dealership

In This ArticleWhat’s the CDK Foundations Suite?Core CapabilitiesWho’s the Right Fit for the Foundations Suite? What’s New in the Foundations Suite?How...
4 Min ReadJul 2CDK Global
Dig Deeper Into Your Fixed Ops Digital Toolbox.

Dig Deeper Into Your Fixed Ops Digital Toolbox

Vehicle technology has evolved from mechanical systems to software-driven machines. Today’s vehicles run on sensors, diagnostics and over-the-air updates. Maintenance...
3 Min ReadJul 1Lindsey D. Bona
Car Buyer Satisfaction Tanks in June

Car Buyer Satisfaction Tanks in June

CDK’s three years of tracking car shoppers’ opinions on the purchase process has never seen a monthly drop as large...
3 Min ReadJun 26David Thomas