The survey, commissioned by Marketing Delivery’s polled 1,000 UK motorists and found that those aged 18 to 24 were keenest on a combined MOT/service appointment, with 85% saying they would book with a garage that could do this. 59% would like a reminder on MOT work around three and four weeks before it is due, with only 13% said they would not be likely to book a car into a garage that provides reminders.
Meanwhile, between January and September 2022 Marketing Delivery evaluated conversion rates from automated email aftersales marketing campaigns performed by companies using its digital offering. MOT booking reminders had an average conversion rate of 12%, while those for a service had a 35% average %. However, when combined to offer a single visit conversion bookings hit an average of 42%.
Marketing Delivery’s VoiceBox software allows businesses to send automated SMS and emails to customers to remind them when their MOT or service is due.
Commenting on the survey’s findings, Marketing Delivery Managing Director Jeremy Evans said: “Reminders are clearly critical for driving workshop utilisation, but they create a big administration burden for the aftersales department. Automation takes that pain away, but that is just the start – dealers need to devise campaigns where messages are personalised, timely and maximise convenience for the customer.”