Automotive Direct Mail Benefits and Best Practices

By Earl Brown, President Drive Promotions

Even Here in 2019 Direct mail continues to be the best way to get your dealerships brand and marketing message directly into the hands of top prospects in your market. For 30+ years It has proven its utter effectiveness as a consistent and predictable marketing tool which will dramatically increase sales results when modern best practices are applied by experts.

 

A Few Key Benefits of Automotive Direct Mail Marketing
 

 • There Is Now Far Less Competition in Mailboxes

With more and more people getting their bills and 'junk mail' via email and the internet, the average consumer receives just 20 pieces of mail in a week versus an average of hundreds of emails. Because the mail box is no longer filled with bills, it makes your dealerships direct mail efforts stand out even more. With our effective use of brand messaging and market personalization, your DM ad will more likely be noticed, which will sell you more cars.

 

• Mailers Get Delivered, Period

Today’s spam filters and Ad Blocking technologies are increasingly sophisticated, making it far more difficult than ever for marketing emails (even solicited emails) to actually make it to the inbox. A recent survey by ExactTarget proved that direct mail was the only marketing method where consumers didn’t view an unsolicited message as inappropriate. Even if your customers don't immediately act on the call-to-action, they have to view it and absorb the impression of it- even if they decide to just throw it away. No other ad medium guarantees that. In order to ignore a direct mail ad, they have to touch it, and look at it first.

 

• Mailers can be more effectively Targeted, Tangible and more Trustworthy than most digital ads

Direct mail is the only marketing method that allows you to guarantee that your ad will be physically placed directly into the hands of your target audience. Psychologically speaking- the sense of 'touch' is extremely undervalued. Your brain assigns a very high value to tangible items that it can feel. Direct Mail engages the targets sense of touch and begins to develop familiarity and poignant credibility with your dealerships brand. Building trust is something that greatly increases message relevance and helps your dealership to yield a better short and long term return on investment. With Direct Mail, you're training your market to trust you before they ever buy a vehicle from you.

 

A Few Of The Best Practices in Dealership Direct Mail Marketing
 

• The Power of Personalization through Variable Data

Variable Data insertion is intended to enhance the customers inclination to read your dealerships mailer, personalization can range from simply addressing a piece to a specific consumer (instead of Future Customer or Current Resident) to incorporating their name, current vehicle, or known interests into the artwork and design of the piece. Technology allows us to create custom content and artwork copy for each and every target on the list.

 

• Relevance To Your Audience

Similar to personalization, relevance customizes which product, service or special each recipient is offered based on information in the selected database, things like current vehicle, income, or identifiable needs, resulting in a quicker and far more effective call-to-action and a better Return on your Investment (ROI). Relevance of the message also lends to the trustworthiness of the effort and your dealership. It helps to further implant the idea that your dealership knows how to help.

 

• The Art of Subconscious Suggestion

We make always suggest making a  strategic effort to subconsciously suggest certain ideas and concepts. Through things like personalized colors schemes, designs and other visualizations that your dealerships product and services will have a positive effect on the customers life and well-being.
 

The proven value of a well-design and properly executed direct mail campaign is even more powerful today than ever. The pros at Drive Promotions will help your store create the right message and build a sales oriented campaign that creatively places the right information in front of the right people at the right time.
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