78% of younger drivers want to be reminded about deferred aftersales work
New survey identifies potential missed revenue streams
Across all age groups, 45% of drivers say they want to be contacted about deferred work
Marketing Delivery’s dealer customers achieve an average 79% open rate and 16% click-through rate for reminder emails
A new survey of UK motorists has identified that 78% of younger drivers (those aged 18- to 24-years old) would welcome contact from a workshop between services to check if deferred work needs to be carried out. Across all age groups, the proportion that want follow-ups is 45%. The research was commissioned by automotive digital marketing firm Marketing Delivery, which is highlighting the benefit of comprehensive follow-up processes between customers’ service visits to maximise aftersales revenues.
Data from Marketing Delivery’s dealer clients found that customer-specific service follow-up emails sent using its marketing automation platform, VoiceBox, had an average open rate of 79% and a click-through rate of 16% – a remarkably high conversion for the motor retail sector.
Advanced automation tools are making service follow-ups a hassle-free process for aftersales departments, explains Jeremy Evans, Chief Executive at Marketing Delivery. “Dealers’ contact methodologies vary significantly, ranging from labour-intensive manual processes to automated tools. We’re seeing a substantial increase in demand for data-driven digital automation because it is so much more efficient and cost-effective.
“VoiceBox links with the DMS and can send automated reminders at the most appropriate time to alert customers to any outstanding red or amber work, and any click-through actions are fed back for the dealer staff to follow-up. This new consumer research echoes the strong response rates we’re already seeing,” concludes Evans.
Marketing Delivery provides innovative automotive-specific software that supports over 450 of the country’s leading car, bike and van dealer sites with automated marketing solutions that reach the right customer at the right time via SMS, email and social channels.