Service conversion rates highlight preference for email reminders

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Electronic mail reminders are prompting house owners to e book companies.

In response to new analysis from Advertising and marketing Supply discovered that, on common, 34.5% of eligible clients made a service reserving in response to an electronic mail reminder in the course of the first 5 months of 2023, in comparison with 24.2% throughout the identical interval final yr.

The rise in conversions is highest amongst house owners of older autos. For automobiles between 5 and 7 years, bookings that end result instantly from an electronic mail reminder rose from 16.2% in 2022 to 27.7% in 2023, and for automobiles over seven years previous, the conversion charge elevated much more considerably – up from 12.2% to 24.1%.

Advertising and marketing Supply additionally highlighted how conversion charges from electronic mail reminders proceed to be highest when a franchised workshop advises the client on the best way to mix service and MOT work inside a single go to.

In the course of the first 5 months of 2023, 43.6% of mixed service / MOT reminders led on to a reserving – a rise on the 35.5% throughout the identical interval final yr. These findings echo latest shopper analysis commissioned by Advertising and marketing Supply, which recognized that 77% of UK motorists really feel they’d be extra more likely to e book their automobile right into a workshop that discovered a option to mix MOT and repair work right into a single go to.

“This new evaluation is in line with anecdotal suggestions from our vendor companions,” mentioned Jeremy Evans, chief government at Advertising and marketing Supply.

“In the case of aftersales-related communications, electronic mail stays the mechanism most well-liked by most customers, and that is more and more being mirrored in conversion charges. This modifications somewhat as soon as the automobile has been dropped off, at which level customers favour the immediacy of calls or textual content messages to verify on standing and approve work. It’s essential for sellers to make use of communication instruments and processes which are versatile sufficient to take account of the altering preferences of shoppers.”

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