Keeping current customers and potential leads informed about everything you have to offer is important for your dealership.

Fortunately, direct mail is a perfect way to engage perspective buyers and delight your loyal clients. What are the top types of direct mail auto dealers should send to their customers? The marketing professionals from Aspen Auto Marketing are here to provide you those insights.

Let’s look at some of the best direct mail techniques that’ll maintain the interest of your returning customers and catch the eyes of your targeted audience.

Model Release

There are few things that turns heads like a new model or recently redesigned vehicle. Not only do those cars include new technologies, but they also give your buyers the chance to get their hands on a vehicle that stands out from the crowd.

That’s why it’s essential for your dealership to send out direct mailers that feature information about new models. This will keep your targeted audience and previous customers who may be looking for a new ride in the know about what’s headed to your showroom.

PURL Mailers

Regardless if you’re courting new customers or engaging with loyal clients, one way to delight any audience is with a personalized URL (PURL) mailer.

Included on the site is any information that could apply to your prospect, such as recent service visits, previous purchases, and more. Thanks to the tailored nature of PURL mailers, your audience will feel truly cared for by your dealership.

To make this advertising technique even more successful, you can set up notifications that’ll alert your team when a customer accesses their information using the PURL. That way, your professionals can follow up with them to assist with whatever they need.

Congratulatory

It’s no secret that people like to be praised for their decisions, and this sentiment is no less true for car buyers.

By creating a direct mail marketing campaign that sends congratulatory messages to your customers, they’re more likely to feel good about their decision to buy a car from your dealership.

As a result of those positive feelings, your business will see more referrals, returning customers, and positive reviews, all of which lead to a better return on investment for you.

Buyback Letters

Let’s face it: If you were to receive an offer in the mail from your local dealership with an approximate trade-in value for your current vehicle, wouldn’t you be tempted? Well, that’s precisely what buyback letters accomplish.

Instead of merely advertising your used car inventory and trade-in opportunities, buyback letters cater the information on your automotive direct mailer to the recipient—including information such as the year, make, model, and trim of their vehicle and an estimated trade-in value.

With the recent advancements made in marketing data, you can make a direct offer to each of your automotive direct mail recipients, even if you’re sending your mailers in bulk. By giving your buyers an estimate of their automobile, you’ll make the offer even more enticing, which increases the chances that they’ll reach out.

Financing Specials

In addition to keeping your audience in the loop, direct mail marketing allows you to refine the recipients of your financing offer direct mailers.

By categorizing your customers by credit score and income bracket, you can more effectively reach out to the individuals who have a higher chance of partaking in your special.

For example, if one of your leads has been on the fence about purchasing a new vehicle, reaching out to them with a financing offer in the form of direct mail is likely to sway them to visit your dealership.

Pre-Qualification Notice

While pre-qualification notices are similar to financing offers, they differ in one major way: Instead of providing customers with a special offer, they simply alert them of their eligibility for pre-qualification. So, if your dealership is eager to move a certain car model off your lot and into local driveways, consider sending qualifying buyers pre-qualification notices.

Of course, before you do this, you’ll want to take a look at your customer data to see which members of your targeted audience qualify for financing on the particular vehicle in question. Details such as credit score, household income, and other information will be ideal for determining which individuals should receive a pre-qualification notice from your dealership.

All in all, this type of automotive direct mail drives more traffic through the doors of your showroom. When potential buyers know that they’re eligible for financing on their favorite model, they’re more likely to take you up on your offer.

Service Specials

Even the most informed car owners don’t always know about local service specials. So, to keep your targeted demographic updated on your dealership’s most popular maintenance and repair offers, service special direct mail is a must.

To make your direct mail marketing strategy as timely as possible for the right audience, keep track of your mailing list and send your ad when their next service appointment is approaching. That’ll increase the chances of your leads opting into the promotion.

Service Options

It’s simple: Customers are more likely to visit a dealership when they know that they’re equipped to handle anything they need. Luckily, automotive direct mail is the perfect way to inform your prospective customers and current clients of your service center’s capabilities.

For instance, sending your consumers a mailer that features some of your dealership’s most popular maintenance services is a great way to encourage more visits to your repair center. That way, you’ll continually bring in new customers to help your dealership generate revenue year over year.

Choose the Right Direct Mail for Your Dealership!

At Aspen Auto Marketing, we’ve helped over 10,000 auto dealers reach their revenue goals by crafting a customized direct mail marketing campaign that’s ideal for your dealership’s needs.

With the expertise of our team, you’ll be equipped with a successful advertising strategy that speaks to your audience and keeps your customers coming back to your business.

Ready to drive more traffic to your dealership? All you have to do is give us a call or send us an email today!