The open rate for businesses operating in the retail sector is 17.8% with a 3.54% click through rate.
Ecommerce businesses rank even lower at 14.98% open rates and 3.36% click rates, according to research from e-marketing provider MailChimp.
Jeremy Evans, managing director of Marketing Delivery, the marketing specialist and eCRM specialist, said: “It’s interesting to note that the automotive sector doesn’t even feature in the MailChimp report, suggesting that we really are behind our neighbours in the wider retail industry when it comes to using these modern communications tools available to us.
Marketing Delivery works with Cambria Group and The Co-operative Motor Group and says that marketing information sent out by dealers must have a clear call to action included in the body of the email.
Evans says dealers using Marketing Delivery's SmartMail system generate consistently high open rates of around 40% and sometimes achieve up to 60%.
He advises that all emails are clear, engaging, uncluttered and relevant. When emails are sent out, they should be appropriately timed, but not annoyingly frequent.
Evans said: “We have seen a marked increase in interest in open and click through rates from dealers over the last year or so as awareness is beginning to filter through the industry.
“Dealers country-wide are seeing the benefits of a far more proactive and planned approach to electronic customer communications.”