3 Min ReadFebruary 8, 2022

Three 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.


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

Recent Insights

Four Common Questions About Modern Retail in Automotive.

Four Common Questions About Modern Retail in Automotive

Modern retail is a term everyone is buzzing about. Yet, there are still a lot of questions about what it...
4 Min ReadDec 6Jen Miller
More Car Buyers Visit Just One Dealership in November

More Car Buyers Visit Just One Dealership in November

Last month, higher inventories led to more people finding the car they wanted in stock and, at the same time,...
2 Min ReadDec 5David Thomas
Why Process Is as Important as Dealership Technology.

Why Process Is as Important as Dealership Technology

Customers are increasingly vocal about subpar service and they’re taking it online. According to the latest National Customer Rage Survey...
3 Min ReadDec 4CDK Global
CDK Global 2023. The Year in Research.

CDK Global 2023: The Year in Research

CDK Global endeavors to connect dealers with the automotive industry at large and our in-depth and revealing research covers everything...
1 Min ReadDec 1CDK Global
The Ideal Automotive Sales Process May Surprise You.

The Ideal Automotive Sales Process May Surprise You

Our industry has come a long way toward offering different paths to purchase for vehicle buyers. Shoppers can buy online,...
3 Min ReadNov 20CDK Global
Who’s Paying Cash for Cars?

Who’s Paying Cash for Cars?

Sky-high interest rates and tightening credit have made buying a new car more daunting than it’s been in years. It...
3 Min ReadNov 14Courtney Gaillard
Car Buyers Eager to Shun Idle Time, Not Dealer Showrooms.

Car Buyers Eager to Shun Idle Time, Not Dealer Showrooms

Most dealerships are hyperfocused on building a better buying experience for their customers. Contrary to popular belief, a better experience...
4 Min ReadNov 13CDK Global
Time Is Ticking on Customer Satisfaction E Book

Time Is Ticking on Customer Satisfaction E-Book

If there’s one thing no one has enough of these days, it’s time. The more efficient the world becomes, the...
1 Min ReadNov 10CDK Global
The Boom-er Times Are a Changing for Dealerships.

The Boom(er) Times Are A-Changin’ for Dealerships

Baby boomers have dominated car buying and leasing for decades. Now, the oldest members of this generation, typically classified as...
4 Min ReadNov 6CDK Global
Unexpected Inventory Boosts Lead to Improved Purchase Experience.

Unexpected Inventory Boosts Lead to Improved Purchase Experience

Consumer credit continues to tighten. The workforce unrest for the Detroit automakers is just now settling. And for many, the...
3 Min ReadNov 1David Thomas