Automotive direct mail can be an overwhelming task. Especially if you’ve never done it before.
Over the years, we’ve worked with several automotive dealerships that had one main goal.
To effectively target potential buyers at the right time.
Now, the trickiest part about running direct mail marketing campaigns for the automotive industry is that the majority of people don’t buy a new car every year.
In fact, on average people switch out their cars every 6 years. Based on that statistic, you can see why it’s so important to utilize your data to target your customers at the right time. It’s useless to aimlessly send out direct mail campaigns without knowing when that person purchased their car.
Timing is everything.
When we take on a new automotive dealership client, we’ve realized that most of them are unaware of effective strategies for their campaigns. And we get it, that’s not your job.
This is why we’ve carefully crafted a formula to help our automotive clients achieve success with their mailing campaigns.
Okay, let’s break it down…
1. Analyze your current customer base data
from your existing customer base to properly plan out the timing of your campaigns.
This step is pretty self-explanatory but can be the most time-consuming part – especially if your data isn’t organized. You don’t want to rush through this because messy data equals messy results. You’ll already be ahead of your competitors by having clean data.
2. Design a campaign that converts.
Make sure it’s appealing to the eye, but don’t overthink this. Your main focus while creating your mailing should be pushing your potential buyer to take action. The simpler, the better. You want to cut out any confusion that your customer may have and hold their hand throughout the whole process.
Quick Design Tip:
We’ve realized from our experience that vibrant colors for CTA’s are the most effective. It makes sense though, given the fact that vibrant colors naturally attract the eye.
3. Integrate with digital advertising
Let’s face it, you can’t ignore the internet anymore. We commonly hear the excuse, “But, the majority of my target market doesn’t use the internet, so it’s useless.” (or something along those lines).
Sure, in very rare cases that could be true, but it’s most likely an excuse to avoid learning a new platform. Learning a new advertising platform can very time consuming, which is why we’ve created a system that seamlessly integrates our direct mail with online advertising.
Instead of us convincing you how important online advertising is, let’s have the facts do the talking.
Based on research done by Autotrader, 59% of car buyers spent their time online researching. That’s a large chunk that you’re missing out on if you don’t consider online advertising. Whether they’re searching offline or online, you want to be the first automotive company that appears.
Still a little confused about our digitally integrated direct mail service? We’ve put together a short video that breaks it down for you.
Our Results (Case Study)
We’re qualified to help you with your next automotive direct mail campaign and here’s a case study to prove it.
We got a call from an established Dodge dealership, explaining to us that their current direct mail house wasn’t producing results. This is a reoccurring issue that we hear from new automotive clients.
We streamlined them through our digitally integrated direct mail service and after we sent out their mailing, the leads started pouring in. Compared to their best mailings with their previous mail house, they saw a 15% increase in their response rates.
And their client database was not small either. 15% of a large client list = a huge return on their investment.
PS – You may be wondering how it’s possible to integrate a direct mail campaign and online advertising. That’s where our strategy comes into play – integrating Google & Facebook advertising with your mailings. If you’re interested in learning more about our highly effective marketing strategy for auto dealerships, contact us by clicking the button below.
We’d be happy to give you a free consultation that will generate you more sales.