The Key To Retention: Consistent Contact

To stay top-of-mind with your customers, you need to keep in touch. If you have lifecycle-based communications that launch automatically (triggers), you’re already taking advantage of a great tool for your dealership. This keeps your active customers engaged. However, to maximize your dealership’s reach and re-engage your inactive customers, consistent contact is key.

 

Our recent analysis showed that staying in regular contact with all customers helped boost retention and recapture inactive customers. And all at a greater rate than dealerships with lower marketing reach, which is defined as the percent of customers who receive a communication within a defined period, e.g. 30 days. More reach means more retention, and more retention means more business!

 

Add Lifecycle Trigger Communications to Your Marketing Mix for a Wider Customer Reach

Lifecycle triggers make it easy to ensure your customers receive highly-relevant information and offers when they are most likely to need service or purchase a new vehicle. They can include declined service reminders, customer birthday wishes, vehicle anniversary messages, and more. And by targeting a highly-focused group, lifecycle triggers reach about 1 in 4 customers in a 30-day window, effectively pulling in your active customers.

 

Your inactive customers may need a bit more of a push. With about 50-60% of customers providing their email address to a typical dealer, most promotional email campaigns reach about 2 in 4 customers. Drive your monthly reach even higher by adding additional media types, such as SMS and mail – and see your reach expand to 80% or more and your business grow faster.

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