Your DMS and/or CRM are repositories of customers that have already placed their trust in you and from whom you should be able to get more service or sales business in the future. You should be keeping those customers informed of specials on an ongoing basis with regular touches.
Our dealers have found that Facebook Advertising, Email Marketing and Direct Mail can all be great ways to communicate with this particular audience. Using multiple marketing outlets allows you to stay in touch with your customers the way they want to be reached so that you will be top-of-mind when they are ready to buy.
Here are a couple of examples of their loyalty messaging:
The strategy is simple: start with your DMS list of customers and then touch them on multiple platforms with a strategic frequency. Most of our customers find that two touches per month via email and two touches per week on social media are extremely effective at keeping your brand and your specials in front of your previous customers. So effective that 12x ROI is a consistent measurement that we see. More importantly, you are keeping the customers that you’ve already won loyal to your brand.