Sandown Group has secured greater than £135,000 of further workshop revenues over a six-month interval by following up previous clients who purchased automobiles topic to an excellent security recall.

The marketing campaign was devised and applied by automotive digital advertising and marketing specialist agency Advertising Supply, which labored along side the Society of Motor Producers and Merchants (SMMT) to cross reference the supplier group’s buyer database with present OEM recall knowledge.

The Mercedes-Benz company supplier group, which has places throughout the south of England, labored with Advertising Supply to determine 5,558 automobiles with an apparently unresolved recall that had been owned by clients who had not visited a Sandown web site throughout the previous 18 months.

Advertising Supply then managed a personalised e-mail marketing campaign encouraging every lapsed buyer to go to the federal government web site to examine their car’s excellent security remembers and ebook an appointment with their native Sandown service division, utilizing a tailor-made hyperlink.

Over a six-month interval, the messages noticed an open charge of 63% and a click-through charge of 26%, properly above the trade common of 15%. Most significantly, 645 new aftersales appointments had been made by these lapsed clients, equating to 11% of all these contacted. The common bill worth has up to now been £323 per reserving, equal to £136,306 of further income.

A dual-phase tactic was employed to check charges of response. Throughout the marketing campaign, one e-mail merely provided a security recall evaluation, whereas the opposite additionally provided a complimentary well being examine. Advertising Supply and Sandown discovered no vital change within the variety of bookings from the 2 teams.

Keith Jackman, head of promoting & CRM at Sandown Mercedes-Benz, stated: “We’re at all times methods to maximise service bay utilisation, and when Advertising Supply recommended focusing on lapsed clients we had been eager to discover the potential. We’ve been delighted by the end result and we’re now over half-way by means of the brand new bookings which have resulted from the marketing campaign. “Crucially, we have now additionally introduced a big variety of previously-lapsed clients again into the fold, which ought to pay dividends properly into the long run – each for aftersales and for brand new and used automobile gross sales.” 

Jeremy Evans, chief govt at Advertising Supply, commented: “The DVSA not too long ago introduced that it’s going to make addressing security remembers a part of the annual car MOT. That will increase the crucial for franchised sellers to seize this sort of recall-related work now.

“There may be additionally the chance to fulfil an obligation of care to the shopper. In addition to retaining the driving force and occupants protected, the supplier may save the proprietor cash as a result of not responding to an OEM security recall can lead drivers open to a doubtlessly giant positive for ‘utilizing a faulty car’ which may additionally have an effect on insurance coverage claims.”