Dealers urged to combine MOT and service alerts to maximise aftersales conversions

·       Over three-quarters of consumers would favour a workshop that helped them combine service and MOT work into one visit

·       59% said they would want to be reminded of their service or MOT due date between three weeks and one month before

·       Automated messages that encourage a single visit for service and MOT have a remarkably high conversion rate, averaging 42% for dealers across the UK

A new survey commissioned by Marketing Delivery has found that 77% of UK motorists would be more likely to book their car into a workshop that found a way to combine MOT and service work into a single visit.

The findings are consistent with the experience of Marketing Delivery’s dealer partners. The company evaluated conversion rates from its automated email aftersales marketing campaigns from January to September 2022, and found that messages intended to encourage an MOT booking had an average conversion rate of 12%, while those for a service had an average 35% conversion. However, when the automated messages were timed to facilitate MOT and service work into a single visit by the customer, the booking conversion figures increased to an average of 42%.

In Marketing Delivery’s new consumer survey, which polled 1,000 motorists across the UK, those aged 18 to 24 were the most receptive to the idea of a combined appointment for both MOT and service, with 85% saying they would be more likely to book with a workshop that made that possible.

The survey also found that an overwhelming majority (59%) would prefer to be reminded about service and MOT work between three and four weeks before it is due. Only 13% said they would not be likely to book a car in for aftersales work with a dealer or workshop that provided reminders.

“The consumer research and our own data illustrate the growing importance of well-targeted automation in digital comms,” comments Jeremy Evans, Managing Director at Marketing Delivery. “Reminders are clearly critical for driving workshop utilisation, but they create a big administration burden for the aftersales department. Automation takes that pain away, but that is just the start – dealers need to devise campaigns where messages are personalised, timely and maximise convenience for the customer.”

Marketing Delivery’s VoiceBox software allows dealerships to send automated SMS and emails to customers to remind them when their MOT and / or service is due. The messages are fully GDPR compliant and can be opted out of easily.