Published: October 2023
Our long-term client, Sandown Group, has secured more than £135,000 of additional workshop revenues over a six-month period by proactively engaging with lapsed aftersales customers who own vehicles subject to an outstanding safety recall. We used our marketing automation platform, VoiceBox, to devise and implement the campaign, cross-referencing Sandown’s customer database with current OEM recall data.
The Mercedes-Benz agency dealer group, which has locations across the south of England, worked with us to identify 5,558 vehicles with an apparently unresolved recall that were owned by customers who had not visited a Sandown site within the past 18 months. We then managed a personalised email campaign encouraging each lapsed customer to visit the government website to check their vehicle’s outstanding safety recalls and book an appointment with their local Sandown service department using a tailored link.
Over a six-month period, the messages saw an open rate of 63% and a click-through rate of 26%, well above the industry average of 15%. Most importantly, 645 new aftersales appointments were made by those lapsed customers, equating to 11% of all those contacted. The average invoice value has so far been £323 per booking, equivalent to £136,306 of additional revenue.
A dual-phase tactic was employed to test rates of response. During the campaign, one email simply offered a safety recall assessment, while the other also offered a complimentary health check. Although, we found no significant change in the number of bookings from the two groups.
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