Published: August 2022
Find out how Marketing Delivery helped Rossetts Commercials achieve:
✔️ Increased Email Open Rates from 33% to 51%
✔️ Increased Click-through Rates from 7% to 10%
✔️ 65% Service and MOT Retention Rate
Rossetts Commercials is a multi-site Mercedes-Benz dealer group covering the South East of England. The group has four sales sites selling both new and used Mercedes-Benz commercial vehicles.
Rossetts Commercials relied upon a CRM system that required extensive manual input by sales staff to keep customer records up to date, as well as to nurture leads and identify follow-ups. Service department staff were also reliant on the same time-consuming methods to remind customers of upcoming MOT and service dates.
Richard Wheeler, Dealer Principal, comments…
After investigating multiple options on the market, Rossetts Commercials chose Marketing Delivery’s VoiceBox as the best solution for their business due to its proven track record and flexibility.
Rossetts Commercials wanted to target potential customers on social media and send tailored SMS and email communications to sales and aftersales customers. It began with a small pilot, enlisting the software to send two sales and a suite of aftersales messages to its existing database of contacts. Following its success, the VoiceBox software was rolled out to expand and complete the full sales and aftersales suites.
VoiceBox sends automated emails and SMS messages to select groups of people in the company’s eCRM database in a GDPR-compliant way. Thanks to integration with the DVLA’s MOT data, VoiceBox can automatically send accurate communications to relevant customers when their MOTs are due.
With the introduction of VoiceBox for sales and aftersales, Rossetts saw a significant increase in open and click-through rates and aftersales retention rates are now well above average at 65%.
Rossetts has seen some standout results:
✔️ Open rates from Q3 and Q4 2021 compared to Q1 and Q2 2022 increased from 33% to 51%
✔️ Click-through rates increased from 7% to 10%
✔️ Service and MOT retention rate reached 65%, which is 20% above the average for aftersales
Wheeler adds: “Not only has VoiceBox enhanced the customer experience, the team appreciates the fact that everything is automated. Once the initial setup is complete, the system does the work up until the point of final interaction.
As customers become more digitally adept they discover greater choice in the market, so it is more important than ever to have a robust system like this in place. With hyper-targeted, timely communications customers are more likely to remain loyal and we are seeing the benefit of this already in our increased aftersales retention rates.”