In an age where people store their lives on handheld devices, your idea of an effective marketing strategy likely consists of digital ads and other techniques that target smartphone and tablet users.
However, despite these technological advancements, one thing holds true: direct mail is just as important to a successful business as any other marketing medium.
From increased conversions to highly measurable results and more, direct mail is anything but obsolete for automotive businesses. Fortunately, the experts at Aspen Auto Marketing are here to tell you why direct mail for auto dealers is far from being dead. Let’s take a look!
1. Increased Tangibility = Improved Response
A recent study showed that direct mail’s response rates are ten to thirty times higher than digital response rates.1 By adding a physical component to your marketing strategy, your audience is more likely to remember not only your automotive company, but also the product you’re promoting.
In addition, direct mail encourages a certain action that should be carried out by your leads and existing customers.
For example, providing a phone number or coupon on your advertisement puts the power of action directly into the hands of your targeted demographic. That way, all they have to do is contact the professionals at your auto dealer or bring their coupon with them once they visit.
2. Less Cognitive Effort Required
On top of its memorability, automotive direct mail surpasses other advertising methods with its ability to be easily absorbed and understood by its recipients.
In a study performed by the Canada Post, automotive direct mail required less cognitive load, or mental effort, to process than digital marketing alternatives.
Despite the fact that direct mail requires 21 percent less cognitive effort to understand, participants were better able to recall the brand associated with the message.2
At the end of the day, the majority of your customers will prefer to receive marketing materials that are easier to digest and more memorable. As a result, of your dealership’s direct mail efforts, you’ll see improved response rates for your automotive marketing campaigns.
3. Highly Motivational
The more highly motivated your consumers are while reading your dealership’s advertisements, the more likely they are to convert.
Well, automotive direct mail keeps your targeted audience engaged with its improved motivation response. In fact, direct mail offers a 20 percent higher motivation response than its digital counterparts.2
For the most part, this is because direct mail provides a physical element that email, social posts, and online videos just can’t match. Thanks to the increased engagement presented by automotive direct mail, the recipients are more likely to take the action you need to boost your marketing ROI.
Moreover, adding other elements—such as 3D features, complementary accessories, and more—only improves the motivational effects of your automotive advertisements.
4. Highly Customizable
It’s no secret that people are more likely to engage with an offer or advertisement that’s customized to their needs.
That’s why direct mail marketing is so critical to successfully marketing your auto dealer company. Once you’ve established the demographics of your targeted audience, you can easily add personalized details to your direct mail campaign, such as:
- Purchase History
- Gender and more
Put simply, customized mail grabs the attention of readers and makes them feel special by including information about their buying habits or providing them with a solution to something they may need.
At the end of the day, direct mail marketing allows for increased personalization, which ultimately boosts the odds of a profitable promotion and a better response rate from your customers.
5. Measurable Results
You know those coupons we discussed? Well, coupons and promotion codes come into play once it’s time for you to determine the success of your direct mail marketing campaign.
Because your leads are required to use a specific coupon number to opt into your promotion, this allows you to track the number of people who engaged with your program.
By quantifying the number of codes used by your audience, you can measure the participation in a particular program, which helps you understand if your offer is profitable for your automotive business.
Thanks to the testability of your direct mail strategy, you’ll know which approaches were the most popular, tailor them even more to your targeted audience, and improve your company’s return-on-investment.
6. Trustworthy Advertising
What’s another reason why direct mail for auto dealers is far from being dead? It doesn’t impart the same intrusive feeling as digital advertising formats.
Instead of being bombarded by display ads while surfing the Internet or spam emails in your inbox, automotive direct mail allows your audience to choose when they want to consume the message sent by your dealership.
The freedom provided by direct mail puts the power of action into the hands of your customers. Not only does this elicit positive emotion in response to your dealership’s communications, but it also makes your audience look forward to receiving future mailers from your team.
Learn More About Your Automotive Direct Mail Options Today!
At Aspen Auto Marketing, we believe that the key to a successful marketing strategy begins with an effective direct mail program. Luckily, our team offers up a selection of customizable, automotive direct mail options that’ll engage your customers and result in more business for your dealership.
To find out more about how we can help auto dealers drive traffic to your business and increase revenue, simply give us a call or send us an email today!