SMS Benchmarks for Automotive Sales and Service

SMS benchmarks give automotive sales and service teams valuable insight into how customers respond to updates and promotions. In this guide, we explore the core SMS performance metrics shaping communication in this industry.

Average Response Rate

The average response rate in automotive sales and service is 20 to 30 percent, reflecting how commonly customers reply when dealers and service centers send text messages about vehicles, quotes, appointments, or repair updates.

Response rate is the portion of recipients who answer a message, found by dividing the number of replies by the total texts successfully delivered.

In dealerships and service departments, this metric highlights how clearly teams communicate about test drives, service timelines, and approvals, and how willing customers are to interact through SMS. A steady response rate often signals that updates feel timely, relevant, and convenient for busy drivers.

Average Opt-Out Rate

The average opt-out rate for automotive sales and service is typically between 0.4 and 0.9 percent, a moderate level for a high volume customer touchpoint channel.

The opt-out rate represents the portion of customers who text STOP or otherwise unsubscribe from dealership or service center SMS communication.

It is calculated by dividing the total number of confirmed opt-outs by the number of successfully delivered text messages, then multiplying by one hundred to get a percentage.

In automotive showrooms and service bays, this metric highlights how customers respond to appointment reminders, service updates, and promotional offers.

A healthy opt-out rate helps teams refine timing, frequency, and message relevance so communication stays welcome and supports long term customer relationships.

Average Click-Through Rate

The average click-through rate in automotive sales and service is 10–16% and reflects how frequently shoppers engage with links inside SMS conversations.

A click-through rate shows the proportion of delivered texts that result in at least one tap on a tracked link.

To calculate it, divide the total number of link clicks by the total number of successfully delivered messages, then multiply by 100.

In automotive sales and service, this metric reveals whether customers value updates about inventory, service reminders, financing options, and promotions, helping teams make sure every text feels relevant and timely.

Average Conversion Rate

The average conversion rate for automotive sales and service is 0.8–1.5%, reflecting how many people who receive a message actually follow through with the intended next step.

This might include booking a service visit through a link, requesting a test drive, or confirming interest in a financing offer after reading an sms.

Conversion rate is calculated by taking the number of completed actions and dividing it by the total number of delivered messages, then turning that result into a percentage.

For automotive sales and service, this figure is important because it shows whether messaging is truly supporting showroom traffic, workshop bookings, and long term customer loyalty.

Average Delivery Rate

The average delivery rate for automotive sales and service is 98–99%, which shows that text messages almost always reach the drivers and customers they are meant for.

This reliability matters when dealerships and service centers send appointment reminders, repair status updates, warranty notices, or finance payment alerts.

Delivery rate is calculated by taking the number of texts that successfully arrive on a handset and dividing it by the total messages sent, after removing those blocked by carriers or lost to invalid numbers.

In automotive sales and service this metric is crucial because staff need dependable SMS to keep workshop bays flowing smoothly, reduce no shows, and keep customers informed at every stage of the ownership journey.

Average Open Rate

The average open rate is 98%, which shows that customers almost always view text messages in automotive sales and service.

This channel fits naturally into the way drivers manage appointments, repairs, and financing, since a quick glance at a phone is easier than digging through email.

Open rate describes the proportion of delivered text messages that people actually open and read.

It is calculated by taking the number of opened texts, dividing by the number of successfully delivered texts, then multiplying that result by 100.

In automotive sales and service, this metric matters because customers need timely information about diagnostics, approvals, completed work, and pickup timing.

High open rates make sure vital updates reach drivers when decisions are being made, helping shops coordinate schedules and avoid confusion about vehicles in the bay.

Average Time to Read

The average time to read an SMS in automotive sales and service is 3 minutes.

Time to read describes how long customers take to open and view a text once it has been successfully delivered to their phone.

It is calculated by tracking the time gap between message delivery and the first open across many conversations, then averaging those results.

This metric is important in automotive sales and service because fast reads affect test drive confirmations, finance updates, repair authorisations, parts availability notices, and pickup reminders, helping staff coordinate work while customers stay informed at each stage.

Average Response Time

The average response time for automotive sales and service is 90 seconds, describing how long it typically takes customers to reply after they get a text message.

Response time is the gap between when a text reaches the customer and when their first reply is recorded.

It is calculated by averaging this time span across all conversations in a given period.

In automotive sales and service, response time matters because quick replies help staff coordinate test drives, service appointments, and repair updates more smoothly.

Faster exchanges also make sure customers stay informed about vehicle status, pricing details, and follow up questions without frustrating delays.

Average Bounce Rate

The average bounce rate for Automotive Sales and Service is 1–2%, which indicates that only a tiny portion of service reminders and promotional texts do not reach customers.

This narrow gap suggests that contact data is usually current and that delivery routes stay reliable.

Bounce rate is calculated by dividing failed message deliveries by the total texts sent, then multiplying by one hundred to get a percentage.

In automotive sales and service, this metric is vital because dependable messaging supports test drive confirmations, repair updates, warranty notices, and finance reminders.

A persistently low bounce rate helps keep databases tidy and makes sure communication flows smoothly from showroom to service bay.

Why Are SMS Metrics Important?

Sms metrics matter a lot for businesses in automotive sales and service because they show how clearly and quickly dealers and service centers connect with customers.

From booking test drives to confirming service visits and sharing repair updates, strong sms performance helps drivers get the right information at the right time.

Metrics like delivery rate, open rate, and response rate reveal how interested and responsive customers are.

Conversion and click through rates highlight how well texts lead to actions such as scheduling maintenance, approving estimates, or exploring special offers.

By tracking these numbers, automotive sales and service teams can make sure communication is smoother, faster, and more convenient for drivers.

Overview of Automotive Sales and Service

The automotive sales and service sector relies on fast, accurate communication to keep customers informed and operations running smoothly.

Customers expect real time updates, clear pricing conversations, and quick answers when making decisions about vehicles or maintenance.

Traditional channels can feel slow or inconsistent, especially when teams juggle sales inquiries, service workflows, and internal coordination.

SMS offers immediate delivery, near universal reach, and extremely high engagement rates that help messages cut through everyday noise.

It supports responsive communication between staff and customers, reduces delays across the customer journey, and strengthens long term relationships.

As automotive sales and service grows more digital and mobile focused, SMS plays a critical role in keeping communication timely, reliable, and aligned with modern expectations.

SMS Use Cases in Automotive Sales and Service

SMS helps automotive sales and service teams move deals faster and keep customers informed with immediate, trackable messages.

Service departments use SMS to send appointment confirmations and timed reminders that reduce no-shows and make sure repair bays run on schedule.

Sales teams send personalized follow-ups with test-drive availability, trade-in offers, and finance options to move prospects from inquiry to purchase.

Technicians and advisors provide real-time service status texts with photos or cost approvals so customers can make sure repairs match expectations.

Dealerships send targeted recall notices, software update alerts, and promotional service offers that drive safety compliance and service lane traffic.

FAQs About SMS Benchmarks for Automotive Sales and Service

How can automotive sales and service use SMS to improve appointment scheduling?

SMS lets dealerships and service centers send quick booking links and confirmations so customers can reserve time without calling. This reduces no-shows and makes it easier for staff to manage their daily calendars.

SMS reminders the day before a visit help customers remember required documents or details like drop-off times. This keeps the service lane flowing smoothly and reduces last-minute cancellations.

What kinds of service updates work best over SMS for repair customers?

Service advisors can text status updates like vehicle check-in, work started, parts arrival, and completion. Customers appreciate not having to call repeatedly to find out what is happening with their car.

Photos or short descriptions of recommended repairs shared via SMS help customers understand why work is needed. This builds trust and speeds up approval decisions.

How can SMS help automotive sales teams follow up after a test drive?

Salespeople can send a friendly follow-up text thanking shoppers for visiting and asking if they have any questions. This keeps the conversation going without pressuring the customer with repeated calls.

They can also share links to vehicle brochures, inventory pages, or financing applications via SMS. This gives shoppers useful information while they are considering their options.

What role does SMS play in improving customer experience at automotive service centers?

Service centers can use SMS to greet customers before their visit, share parking or check-in instructions, and confirm any special requests. This reduces confusion when customers arrive and helps visits start smoothly.

After the visit, a quick text asking about the experience makes customers feel heard. If there is an issue, staff can respond quickly and fix problems before they grow.