The early bird still catches the worm but service reminders should be a multi-stage contact strategy.
How hard should dealers try to remind customers of an imminent service being due? How often and what point is most effective at generating service bookings?
New analysis shows that dealers shouldn’t be afraid to contact customers a number of times prior to a service due date, and even after it has passed. Digital marketing agency Marketing Delivery has released their latest analysis on their service reminder contact cycles.
The analysis shows that, contrary to common practice, giving the customer a number of scheduled reminders from early on, right up to immediately prior to the service due date and even beyond is surprisingly effective at every stage.
As far ahead as 60 days before the service due date, customers are happy to receive, and act upon, service reminder emails, with further reminders as the date approaches also welcomed. Up to 50% of service enquiries come from the first reminder sent.
Even when the service date has passed, it appears that the opportunity has not - an average of 10% of service enquiries come from customers contacted after the service due date has lapsed and more for volume brands.
Jeremy Evans, managing director of Marketing Delivery says “There really isn’t a wrong time to contact customers. Some will be grateful for a number of reminders to spur them into action, whilst others appreciate an early warning to act. And even after the service due date has passed, customers will still respond to activity, even if it’s to say they no longer own the car. So actually being more proactive with a comprehensive service reminder plan is seen as genuinely helpful by customers. And the increased number of contact points more than pay for themselves in terms of return on investment.”
For further press information, please contact:
Clara Dennison, media manager at Marketing Delivery on 01892 559 911 or firstname.lastname@example.org