MOT and Service Mailings
About the Client
The Automotive sector has been a long-standing market for Central Mailing Services. One of our many Clients within the sector are a Nationwide chain of Autocentres, specialising in vehicle servicing, MOT’s and repairs. This well-known company prides themselves on their exceptional customer service and work extremely hard to ensure that they have some of the highest levels of repeat custom within the industry.
Details of the Work
Customer contact for this client is key and they strive to continually build an established pool of repeat business which they also combine with significant new customer acquisition campaigns. Working closely with the client, Central Mailing Services has been able to build a bespoke platform that enables the client to send out targeted MOT and Service reminders in addition to their new client campaigns and both general and targeted marketing material. The Client has a weekly campaign whereby they target existing databases of previously independent garages that they have recently acquired, which is a method they have found successful in generating a huge amount of revenue for the business.
The Solution from CMS
From early on in the company’s history, the Automotive sector has been an integral part of Central Mailing Services client portfolio. We have developed a large number of in-house algorithms and bespoke software, solely dedicated to the requirements of our clients in the motoring industry. This work has allowed us to assist our clients in reaching their desired goals, from recording customer satisfaction responses to sending out urgent re-call safety letters, we are able to work closely with our clients to create a platform that is bespoke and designed solely for the purpose that they require.
Whilst drawing upon our considerable experience gained from years of working in the Automotive sector, CMS were able to create a unique managed programme that would auto populate a wide range of letter templates using the client’s data. These variable, fully personalised letters were then printed at high speed and in full colour on our Xerox digital presses, ready to be folded and enclosed by machine each week to an agreed SLA. We were also able to design and build a fully remote reporting suite for the client, resulting in them having the ability to view live activity, week in, week out whilst also allowing them to update and change offers such as Special MOT prices or giveaways such as a Free oil change with any service.
This flexibility is key for the client, as they can react to the constantly changing weather conditions and other factors that are vital for an autocentre’s marketing, such as winter engine checks or Air conditioning services in the summer – the client is therefore able to fully tailor each week’s campaign. The client has found the MOT and Service reminders particularly useful due to the vast majority of drivers being unaware of the expiry date of their last MOT or upcoming Service due dates.
The client and their many Autocentres have seen sustained growth thanks to the work that Central Mailing Services have undertaken for them and with the ever-growing expansion of the brand throughout the UK, CMS remains an integral part of the brand’s goal to continually retain and grow their client base. Repeat work from customers is a hard-won asset in the Auto sector and the letter mailing work carried out by CMS, teamed with the bespoke platforms we have created works exceptionally well for the end client and continues to form a key part of their marketing strategy.