Tip of the Month
Stop Treating Every Recall Customer the Same
Leverage personalization and segmentation to drive ROI and trust in your recall campaigns.
The Problem:
Too many dealerships use a “spray-and-pray” approach to recall notifications—sending mass messages that aren’t relevant to the customer’s vehicle, location, or engagement level. The result?
In a digital-first market where consumers are bombarded with messages, generic “You may have a recall” emails or postcards no longer get the job done.
The Solution:
Behavior-Based Recall Targeting: Just like you wouldn’t treat a 90-day inactive customer the same as one missing for 18 months, recall communications need precision.
1. Segment Your Recall Audience
Don’t rely on your CRM or DMS alone, they’re typically limited to first-generation owners. Instead, enrich your data using third-party recall data providers to reach:
- 2nd, 3rd, and 4th generation owners
- Out-of-warranty vehicles
- VINs with active, unrepaired recalls in your PMA
Segment your audience by:
- Last dealership visit
- Ownership generation
- Recall type (urgent, mobile-eligible, high-labor, etc.)
- Proximity to store or mobile coverage areas
2. Tailor Your Message by Segment
A blanket “You may have a recall” message is a missed opportunity. Personalize content based on:
- Vehicle year/make/model: “Your 2018 Camry has an active airbag recall.”
- Urgency & safety relevance: “Your vehicle may be affected by a fire risk. Schedule immediately.”
- Service eligibility: “We can complete your recall with no out-of-pocket cost, and a free car wash.”
Pro tip: Include the customer’s name, specific vehicle, and clear call to action. This boosts credibility and urgency.
3. Use Time-Sensitive Offers to Drive Action
Recall work is typically non-revenue; but conquesting recall customers is a gateway to upsells, service retention, and vehicle replacement.
Create urgency with offers like:
- “Complete your recall by [Date] and receive a complimentary inspection”
- “Free oil change for vehicles over 100,000 miles with open recall”
- “$25 gift card for scheduling through our mobile recall unit”
4. Track, Test, and Optimize
Just like any marketing campaign, recall outreach should be measured and optimized:
- Track open, click-through, and redemption rates
- A/B test subject lines and incentive types
- Re-target non-responders with adjusted offers or alternative communication methods (e.g., SMS, outbound calls)
5. Use Multi-Channel Outreach
Your customers aren’t all checking email. Combine:
- Email (personalized, VIN-specific)
- Direct mail (for harder-to-reach customers)
- Phone follow-up (especially for urgent safety recalls)
- Mobile alerts or SMS (when consent is in place)
Multi-channel outreach improves visibility and conversion.
Call us Today 1-844-717-2009
Key Takeaway
Personalized recall marketing is more than good communication, it’s a strategic revenue channel. When done right, it increases service bay traffic, builds brand trust, and brings lost customers back to your store.
Ready to See the Opportunity?
Want to know how many unrepaired recall vehicles are sitting in your PMA—right now?
Recall Masters is “non intrusive” to our service department, as they schedule the appointments right into our Xtime, otherwise send the customer right to the store .
It doesn’t take time and attention away from our staff.
How to Capture More Recall Business & Expand Your Market Reach
Manufacturers typically only notify original owners of recalls, meaning millions of vehicles remain unclaimed. Recall Masters’ proprietary data forensics helps dealerships identify and contact secondary and tertiary owners who aren’t on OEM lists, increasing recall response rates by 3X.
Statistics show that satisfied service customers are far more likely to return to the dealership for future repairs and vehicle purchases. By engaging recall customers, dealerships can establish long-term relationships and increase customer lifetime value (CLV).
Many dealerships unknowingly send recall customers to OEM recall sites, where they may be redirected to competing dealerships. A dedicated recall website powered by Recall Masters keeps customers engaged on your website, allowing you to capture leads, schedule repairs, and maintain control over the customer relationship.
Many recall customers ignore mailed notices, but a strategic multi-channel approach (email, SMS, direct mail, and live call center follow-ups) dramatically increases engagement. Recall Masters provides compliant, dealership-branded communication campaigns to drive recall customers back to your service department.
A major frustration for recall customers is the lack of available parts. Use Recall Masters’ Recall Management System to capture recall inquiries, create a waiting list, and notify customers immediately when parts arrive—ensuring they return to your dealership for repairs.
Call us Today 1-844-717-2009 | sales@recallmasters.com | support@recallmasters.com