Dealers generate £1.2m in aftersales revenue through recall-based campaigns

Targeted digital marketing campaigns focused on safety recalls have delivered over £1.2 million in aftersales revenue across 19 UK sites, re-engaging thousands of previously lapsed customers within just 12 months.

The campaigns – delivered by automotive digital marketing specialist Marketing Delivery – achieved the results by using outstanding safety recalls as a GDPR-compliant, high-impact method to reinitiate contact with dormant customers.

On average, 21% of customers who had been inactive for more than two years went on to make a recall booking after receiving targeted communications with 5% having since returned for regular maintenance, re-entering the aftersales funnel – and more than 120 customers progressing to make new car enquiries.

“This approach offers a legitimate and data-driven way for dealers to reconnect with customers who might otherwise have been lost,” said Charlotte Murray, managing director at Marketing Delivery. “Historically, identifying lapsed customers with outstanding recalls was time-consuming. Now, automation enables quick identification and direct, personalised outreach.”

At the core of these campaigns is VoiceBox Safety Recall, Marketing Delivery’s outreach tool. Using data partnerships with Auto Data Solutions and the SMMT, the system performs a database cleanse to update vehicle ownership records, identifies outstanding safety recalls and aligns datasets to deliver targeted email and SMS communications

The messages prompt recipients to check for recall work via gov.uk for reassurance, while also offering a complimentary vehicle health check – creating opportunities for further upselling. The average upsell value per activated customer is £134, providing a clear route to increase workshop throughput and revenue.

With the growing complexity of vehicle technology – especially in hybrids and EVs – recall-related service work is becoming increasingly common. Since 1994, over 5,000 safety recalls have been issued, impacting more than 39 million vehicles in the UK.

“It’s been proposed that vehicles with outstanding recalls may eventually fail their MOT,” added Murray. “If this regulation is introduced, demand for safety check services will spike – and those with systems like VoiceBox already in place will be best positioned to capitalise.”