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From: Jared Hamilton
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Mike Gorun

Mike Gorun Managing Partner/CEO

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Build Loyalty With Five Metrics: #1—Marketing Responsiveness

 

Dealerships with the most effective loyalty programs drive results in five key areas: marketing responsiveness, sales-to-service conversion, service visitation, retail member spend and member repurchase intent. This blog will address the first of these: marketing responsiveness.

 

In a recent study, we tracked 14.8 million loyalty-based marketing communications and matched those communications to specific labor operation codes in the dealerships’ service DMS. Here are the results:

 

  • Average number of unique loyalty-based communications sent by dealer every month: 6.36 (Note that not all members received every communication.)
  • Average number of individual loyalty-based communications sent per month, per dealer: 32,643
  • Average number of service appointments derived from loyalty communications per month, per dealer: 177
  • Average number of loyalty communications required to garner one service appointment: 184

 

Knowing how many communications are necessary to garner an appointment makes it easy for service departments to achieve their goals.

 

How do you track the ROI and effectiveness of your marketing communications?

 

More information on this topic can be found in our free ebook, “The Hard Facts and Financial Impact Report: Auto Dealership Loyalty Programs & The Effects They Have on Profitability.”

Jim Bell
Interesting stats. We track our campaigns within our CRM and click throughs and then we can look at the sale and what triggered the sale if it was us. Love the data.

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