Automotive dealerships invest heavily in acquiring new customers, but a significant challenge lies in retaining them beyond the initial vehicle purchase. Many customers, often dubbed “lost souls,” never return for service or their next vehicle, representing a massive untapped revenue stream which is particularly needed given the impact of tariffs expected later this. In today’s digitally driven world, traditional methods of re-engagement often fall flat. However, by strategically leveraging digital channels, particularly text messaging, dealerships can effectively reconnect with these dormant customers, rebuild trust, and drive long-term loyalty.

The “lost soul” phenomenon is understandable. After the initial purchase, many customers default to independent repair shops or other dealerships, swayed by convenience, perceived cost savings, or simply forgetting their initial buying experience. The problem is exacerbated by the infrequent nature of major automotive purchases and service needs. Dealerships often rely on generic email blasts or outdated mailers, which are easily ignored in an oversaturated digital landscape.

The key to re-engagement lies in personalized, timely, and convenient communication. This is where digital strategies, particularly text messaging, shine. Text messages boast significantly higher open rates than emails and offer an immediate, direct line to the customer.

Here’s five ways how dealerships can use digital means to win back “lost souls”:

Data-driven segmentation and personalization: The first step is to identify “lost souls” within the CRM. Segment them based on purchase date, last service visit, vehicle mileage, and even vehicle type. This allows for hyper-personalized messaging. Instead of a generic “come back for service” text, tailor it. For example, a customer who bought a family SUV five years ago might receive a text about family-friendly service packages or trade-in opportunities for a newer model.

The power of proactive service reminders (even if overdue): Many “lost souls” simply forget about recommended maintenance. Dealerships can utilize their CRM data to send automated, personalized text reminders for overdue service, based on mileage or time since the last visit. Frame these reminders around safety and vehicle longevity, not just a sales pitch.

“Hi [Customer Name], our records show your [Vehicle Make/Model] might be due for its [specific service, e.g., 60,000-mile inspection]. Ensuring optimal performance and safety is our priority. Would you like to schedule an appointment?”

Value-driven offers and incentives: A compelling offer can be a powerful motivator. Instead of blanket discounts, tailor incentives based on likely needs. For example, a customer with an older vehicle might appreciate a discount on a major repair or a complimentary multi-point inspection.

Newer vehicle owners might be enticed by a special on advanced diagnostics or accessory installations. Text these offers directly, making them easy to redeem. “Exclusive offer for [Customer Name]: As a valued owner of a [Vehicle Make/Model], enjoy 15% off your next service visit before 2025! Reply ‘SERVICE’ to book.”

Educational content and vehicle tips: Go beyond sales. Provide value through informative content. Send short texts with helpful tips about vehicle care specific to their model, seasonal maintenance reminders, or explanations of new vehicle features. This positions the dealership as a helpful resource, not just a place to spend money.

“Did you know regular tire rotations can extend tire life and improve fuel economy? We offer complimentary tire checks! Learn more here: [Link to blog post/video].”

Seamless scheduling and communication: Make it incredibly easy for customers to re-engage. Include direct links to online scheduling tools in text messages. Offer the option to reply directly to the text to speak with a service advisor or sales representative. The fewer hurdles, the more likely a “lost soul” is to convert. “Ready to schedule? Click here: [Scheduling Link] or reply ‘CALL’ and we’ll ring you back.”

By embracing these digital strategies, automotive dealerships can transform “lost souls” from forgotten customers into loyal, returning patrons. The key is to leverage the immediacy and personalization of text messaging to rebuild connections, demonstrate value, and make it effortless for customers to re-engage, ultimately driving sustained success in a competitive market.

Euwart Anderson is the General Manager of Vehlo’s Dealership Division, leading the performance, strategic direction, and growth of Dealerlogix, Text2Drive, eAdvisor, RapidRecon, and Velocity Automotive.