Mail marketing boosted MOT numbers by 17% for autocentre
In order to maximise the return of their direct mail marketing activity, our client needed to gain a deeper understanding of their customer base. An understanding of how the customer base could be segmented was also important.
The database contained over 10 million customer, vehicle and job records. We re-organised this using date mining. This proved that customers could be defined by values such as last use, frequency of use and expenditure.
Our mail marketing campaign aimed at retaining customers was extremely successful with an industry-leading 7% response rate. This helped our client keep more of their customers.
Our mail marketing campaign aimed at bringing back lapsed customers, received a response of 5%. Year on year, this led to a rise in MOT mailer responses and a 17% growth in MOT numbers.