By Melissa Hans | Marketing Specialist
What is the best way to reach your customers?
Maybe you use direct mail only because you think that something the customer physically holds has more impact. Perhaps your customers are more tech-savvy, so you try to reach them via
electronic communication. According to the 2009 ExactTarget Channel Preference Study, 87% of consumers, on average, prefer to receive either e-mail or direct mail for marketing communication.
The best way to reach them is to find out what they prefer-and most likely, there isn't only one answer. The Study looked at consumer preferences of over 1,500 consumers. They compared
the influence of traditional versus emerging media in driving consumer purchases. They found that direct mail has directly influenced more consumers to purchase than any other channel,
and regardless of age, e-mail drives more conversions than any other online channel.
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By Regina Green | Sales Manager
What is your rate of customer retention? Typically, somewhere between 50% and 75% of a dealership's customer base bring their vehicles in for service only once during a 12-month period.
So, these customers are either not servicing their vehicles regularly anywhere or they are going elsewhere for minor maintenance and regular oil changes. Regardless of which is true,
if your customer retention statistics reflect this average, you have a prime area of growth potential from within your existing list of customers.
The goal is to take these service customers from being "casual daters" to entering into a committed relationship with your service department. I'm talking about the business equivalent of
wedding bells here, where they only think of you when it comes to automotive service.
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CHALLENGE
To increase customer frequency through a cost-effective direct marketing program for a medium-size import dealer in the Midwest. On average, just over 18% of a dealership's customer base comes in three or more times a year. The dealer needed to increase customer frequency in order to drive profits higher and retain clients more effectively.
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