To stay top-of-mind with your customers, you need to keep in touch. If you have lifecycle-based communications that launch automatically (triggers), you’re already taking advantage of a great tool for your dealership. This keeps your active customers engaged. However, to maximize your dealership’s reach and re-engage your inactive customers, consistent contact is key.
Our recent analysis showed that staying in regular contact with all customers helped boost retention and recapture inactive customers. And all at a greater rate than dealerships with lower marketing reach, which is defined as the percent of customers who receive a communication within a defined period, e.g. 30 days. More reach means more retention, and more retention means more business!
Add Lifecycle Trigger Communications to Your Marketing Mix for a Wider Customer Reach
Lifecycle triggers make it easy to ensure your customers receive highly-relevant information and offers when they are most likely to need service or purchase a new vehicle. They can include declined service reminders, customer birthday wishes, vehicle anniversary messages, and more. And by targeting a highly-focused group, lifecycle triggers reach about 1 in 4 customers in a 30-day window, effectively pulling in your active customers.
Your inactive customers may need a bit more of a push. With about 50-60% of customers providing their email address to a typical dealer, most promotional email campaigns reach about 2 in 4 customers. Drive your monthly reach even higher by adding additional media types, such as SMS and mail – and see your reach expand to 80% or more and your business grow faster.
Author: Scott Kane
Scott Kane, Strategy Team Lead at AutoLoop, is a trusted consultant and advisor to OEM and dealer partners. With 15+ years of automotive-focused marketing and media experience, Scott has strategized media for Fiat Chrysler Automobile ad associations and spearheaded J.D. Power studies. Today, he assists in driving ongoing growth, brand equity, and awareness for AutoLoop customers by discovering, developing, and executing marketing strategies proven to maximize their marketing ROI. EMAL: email@example.com