How to retain your customers on your database

Imagine the scenario: your sales figures are up again this quarter and your data shows that potentially you’ve not had to invest in large advertising budgets to sell more cars. It seems like you’ve not had to work ‘as hard’ for greater sales conversions as opposed to eighteen months ago.

If that’s the case, it’s excellent news for your advertising budget. There has certainly been a significant perk shown in the automotive industry: ‘Covid-exhausted customers’ are bursting at the seams to spend their nest eggs by investing in their next big car purchase, ready to resume their pre-Covid lifestyle with new and sparkly purchases.

But ask yourself how long can this be sustained for?

And equally ask yourself a fundamental question: are you or your marketing team maximising the full potential from your existing database which may be rich with customers looking to buy their next car right now and with you? 

As automotive marketing experts that have worked with top motor brands for over three decades, we’ve put together our top reasons why we absolutely recommend dealerships should be unleashing the power of their existing database for long-term customer retention, brand loyalty and marketing success:

Your database really is a gold mine of opportunities that likely has been developed over a substantial period with an investment cost that stretches back years.

Don’t let these marketing opportunities go to waste by taking them for granted ! Unleash the power of your database and increase and its full marketing potential by retaining your customers and making them feel special and by educating them about your brand(s), latest offers, and car specifications with specific and targeted content across all channels.

Customers who are communicated with consistently with engaging content are much more likely to become connected and invested with your dealership, your brand and give you their loyalty.

Engage with your customers on your database right now – whilst you are busy – to retain their brand loyalty with you now and in the future.

By providing educational and informative insights across all platforms such as your website, adverts, social media, videos, blogs, as well as regular email updates, fact-based newsletters, and SMS alerts, you can convert the ones looking to make their next car purchase immediately.

Our data shows that when dealerships utilise their own data from their existing database as part of targeted emails campaigns, this maximises sales and increases conversions by as much as 90% as opposed to purchased data.

Regular thought leadership emails and blogs to your customers on your database help build and retain brand loyalty and helps you to continue to be their voice of authority in the automotive space.

Pairing your cleansed and segmented database data with an email system that can execute campaigns with personalised content, sent at the right time of day, with sophistication and accuracy, will drive results right now.

Using industry-leading software that automatically generates reporting and analytical data – such as open and click rates as well as hot leads – can make significant differences to marketing campaigns ROI, as opposed to the ones that are sent using basic alternatives.

If you’re looking to maximise on your database’s potential moving forward, then we can help you. Our marketing experts can build a comprehensive database strategy together with you that integrates with your top-level marketing and compliments the marketing mix for optimum impact and results.

Not only that, as a full-service agency, we can help you cleanse, profile and segment your customer records and then engage with them across all channels throughout their buying cycle with relevant and personalised content, maximising sales conversions and building brand advocacy.

Unleash the power of your database and book your Database Strategy Review with us today by calling 0114 244 6060 or by filling in the form by clicking on our 'talk to us' button below.