Automotive email marketing drives service appointments, lease renewals, and new car sales. Here are the strategies and sequences top dealerships use.
A Toyota dealership in Columbus ran a single "your lease ends in 90 days" email sequence. It generated 47 renewal appointments and $340,000 in revenue. One automation, zero additional staff.
| Email type | Open rate | Click rate |
|---|---|---|
| Service reminders | 48–62% | 18–25% |
| Lease renewal | 44–58% | 22–30% |
| New model announcements | 28–38% | 8–14% |
| Monthly newsletter | 24–32% | 5–10% |
Automotive dealers must follow CAN-SPAM and, for Canadian customers, CASL. Always get explicit opt-in at point of sale. Include clear unsubscribe in every email. Store consent records — your DMS (Dealer Management System) should integrate with your email platform for automatic compliance.
Q: How many emails should a dealership send per month?
A: 2–4 to your full list; unlimited to triggered segments (service reminders, renewal alerts).
Q: Should dealerships use SMS or email?
A: Email for longer content and offers; SMS for appointment reminders only.
Q: What's the ROI of automotive email marketing?
A: Industry average is $45 revenue per $1 spent on email marketing.
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