For many auto dealers, the lifetime value of a customer may exceed $100,000 – if the customer stays loyal.  To help foster such loyalty, IMN has recently launched a new service called Loyalty Driver that helps dealers stay in touch with their local clients, enabling them to strengthen ongoing relationships and encourage repeat sales.

Loyalty Driver is a monthly turnkey e-newsletter service that assists auto dealerships in driving website traffic, increasing showroom floor visits, and building sales.   The service enables dealers to send their customers lifestyle-oriented information that they value and have an inherent interest in — from the latest cool cars to maintenance guides to travel tips.

A Complete Turnkey Service
                  
Because Loyalty Driver is a complete, all encompassing service, dealers are able to quickly and easily send monthly e-newsletters that are highly professional and yet personalized to their dealership.  For instance, a Loyalty Driver e-newsletter is branded with the dealership’s logo, tagline, and graphics, and because of IMN’s keen understanding of the automotive business, the e-newsletters contain the kind of information and promotions that customers need and value. Logos of vehicle lines and pictures of dealer management and staff can also be included. 

Loyalty Driver is extremely flexible. For content, dealers can select from IMN’s library of current articles or provide their own.  A typical issue may include a welcome note written by the dealer as well as several articles containing information that the dealer wants customers know about – sneak previews of new models, maintenance tips, community and lifestyle information, and upcoming special promotions.

For the dealer’s customers, it’s as if their e-newsletter came personally from the dealer.  In reality, IMN creates and distributes the e-newsletter for the dealers and we also manage their lists by adding new subscribers with every issue and filtering out email addresses that no longer reach their recipients.

Each issue of a Loyalty Driver e-newsletter also includes subscription links that allow visitors to go to a dealer’s web site to sign up for the e-newsletter.  Additionally, with embedded links within articles, customers and prospects will be taken directly to related pages on the dealer’s website.  A dealer can include contact forms so that customers can email them directly or electronically schedule a service appointment.

Building Customer Loyalty, Issue by Issue

IMN’s extensive analytics system provides rich, direct-from-the-customer feedback because every e-newsletter includes tools for measuring and improving results from issue to issue.

• After every Loyalty Driver e-newsletter is published, IMN’s analytics and tracking technology provide dealers with valuable marketing feedback that shows how much of their audience opened the e-newsletter.
   
• Dealers will also be able to see which articles their customers read the most so they can spot buying and customer behavior trends as they are forming.
  
  
• New subscribers and prospects developed through Loyalty Driver’s refer-a-friend function lets dealers test interest in specific areas and deliver promotional programs exclusively for their current customers.

Loyalty Driver provides dealers with a extremely flexible, managable, yet highly personalized vehicle for building sales, showroom traffic, and website visits.  For more information about this service, visit the Loyalty Driver website or contact us at info@imninc.com.