Do Dealership Videos Increase Customer Engagement?
In a world cluttered with auto-responders, canned emails, and scripted text messages, does including video in those formats increase engagement when trying to sell and service cars?.
In order to answer that question, we need some benchmark data. The average email open rate is around 25-30%, with a click through rate of 5% and a reply rate of around 1%. Shout out to Reunion Marketing for their stats on email.
If you had a way to double (or triple) that engagement rate, essentially doubling the amount of brand exposure, content consumption, messages received and understood, you’d do that, right?
You can, and incorporating video into those communication mediums is how you do it. Including a personalized video doubles, triples, quadruples your engagement rates with your buyers and customers.
Check out these stats from May 2024.
An Infiniti store in Tulsa, OK sent 251 videos to buyers and 131 of those buyers watched the video, a whopping 53% engagement rate.
A BMW store in Ocala, FL sent 498 videos and 247 watched the video, a 54% engagement rate.
A Porsche store in FL sent 255 videos and 147 people watched the video, an astonishing 68% watch rate.
If you’re not including video in your outbound communications to customers, it’s time to start, because if you’re not, your competition is.