Motorists most likely to book MOT and service work with the dealer that issues a reminder

More than two-thirds of UK motorists are likely to make an aftersales appointment with a dealer that reminds them when work is due, according to a new study by Marketing Delivery.

Its research found that only 5% of car owners would be less likely to book a service or MOT test with a dealer that sent them a reminder.

“With showroom doors closed until 12 April, a strong aftersales function remains a key focus for franchised dealers up and down the country,” said Jeremy Evans, managing director at Marketing Delivery.

“Aftersales departments need to be on top of their digital game, and that means capturing and retaining accurate data on MOT and service due dates, securing contact permissions, and then scheduling timely reminders,” he added.

A recent study by Kwik Fit revealed the number of cars on UK roads that have missed their MOT by more than three weeks has tripled during the last six months.

In order for dealers to make the most of the aftersales opportunity, they must first ensure they have correct data. Many dealers do not, according to Evans.

“This is a peak period for MOTs, but the extension period granted by the government has meant many aftersales departments are now contending with large volumes of inaccurate MOT renewal data,” he said.

Marketing Delivery’s MOT Box system can connect to the DVSA to find and update the MOT due date of every vehicle on the road. Personalised reminder emails can then be issued automatically at the appropriate time.