When it comes to engaging with potential customers, you want to make sure that your direct mail marketing strategy is hitting all the right marks. By doing so, you’ll delight your current customers and attract prospective clients to your car dealership.
What are the basic rules of an effective direct mail program? How do you ensure that you see profitable results for your business?
Well, the team of experts at Aspen Auto Marketing is here with this guide to the top three dos and don’ts of direct mail marketing with your car dealership. Let’s check them out!
Dealership Direct Mail: The Dos
To begin, let’s take a look at some of the most critical necessities for your direct mail approach. These tips will help your team dig deeper into who your targeted audience is and learn how to successfully drive them to your dealership.
Determine Your Audience
First and foremost, you do want to figure out the demographics of your targeted audience. Depending on the program or promotion you’re offering, the message, images, and other details on your direct mailer can be customized to fit the particular customer you’re hoping to attract.
To define your ideal customer, consider some of these aspects:
- Income Level
- Education Background
- Family Size and more
From there, you’ll be able to tailor the message and other information of your direct mail marketing strategy to connect with your potential customers.
Finalize Your Objective
Without a clear, concise message on your direct mailer, your audience may not understand exactly what it is you’re offering. Instead of cluttering your mailer with tons of information, choose one objective that makes it obvious to your customers what you want them to do.
For example, if you’re sending a coupon code or special offer to the individuals that fit your targeted demographic, include a simple message that encourages your prospects to take advantage of the promotion and how it benefits them. That way, you’re more likely to see return on your investment.
Create Actionable Next Steps
Believe it or not, your customers respond to the commands given to them on the direct mail they receive. Otherwise known as a call-to-action, these simple instructions allow your clients to take steps toward participating in your program or visiting your car dealership.
All in all, calls-to-action are often the central component of your direct mailer that transforms your leads into actual customers.
The Don’ts of Direct Mail Marketing
Now that you know more about the essentials of direct mail marketing your car dealership, it’s time to cover some of the things your business should avoid when constructing your advertising strategy.
Don’t Neglect Frequency
In any direct mail marketing approach, there’s a fine line between too much and too little content. However, the important thing is to make sure that you’re staying at the forefront of your prospective clients’ minds.
The best way to do that is by establishing a regular schedule of direct mailers and sending them to your customers frequently. Not only will this keep your targeted audience informed about ongoing promotions at your dealership, but they’re also more likely to remember you when it’s time for them to purchase a new car.
Don’t Skimp on Design
Appearances matter, especially when you’re attempting to capture the attention of your audience. That’s why it’s crucial to spend plenty of time designing an attractive, eye-catching direct mailer that’s neither too cluttered nor too sparse.
As a result, your customers’ eyes will be drawn to read more about the promotion or program being offered at your car dealership.
Don’t Forget to Receive Your Mailer
Want to know more about what your customer will see once your direct mailer lands in their mailbox? Well, the easiest way to do that is by putting yourself on the mailing list.
By receiving your own mailer, you’ll get a better idea of what your audience will see while sorting through the day’s mail. Then, you can repeat the strategies that were most successful.
Find the Right Direct Mail Marketing Strategy Today!
At Aspen Auto Marketing, we want to help your car dealership thrive by providing you with direct mail marketing options that engage your potential customers and turn those leads into conversions.
Luckily, we’ve designed a huge selection of direct mail approaches that are ideal for advertising your automotive business’ specials and programs.
Ready to get started on a successful direct mail marketing strategy so that you can drive more business to your showroom? All you have to do is give us a call or email us today!