When your ideal customer opens their mailbox to retrieve their daily collection of envelopes and post cards, you want to be sure that your dealership’s direct mail advertisement immediately grabs their attention.
Whether you’re using personalization techniques or bold designs, every ounce of effort you put into your automotive direct mail marketing campaign matters.
Luckily, there are a few simple tricks that you can incorporate into your advertising strategy to boost your dealership’s sales, generate leads, and ultimately receive a solid return on investment.
To learn more about some of the most effective marketing techniques, check out this guide to the 3 major keys to automotive direct mail created by the auto advertising professionals at Aspen Automotive.
1.) Choose Your Audience
Although it may sound counterintuitive, whittling down a large audience can do wonders for the success of your auto direct mail program. One of the best ways to segment your audience is by demographics.
By digging a little deeper into the lives of your ideal car buyer, you’ll determine which individuals are most likely to engage with your dealership. Some of the parameters you should consider while you’re figuring out who your targeted customers should be are:
- Household Income
- Gender
- Age
- Ethnicity
- Marital Status and more
What’s the benefit of filtering your audience into smaller subsections of people with similar backgrounds and habits? Well, doing so allows you to craft an automotive direct mailer that speaks directly to each individual’s pain points, needs, and goals.
Thanks to the information you’ve gathered on your audience, you’ll send a more personalized direct mailer that’s relevant to your customers’ lives. As a result, your dealership will receive a higher response rate to your marketing technique.
2.) Wield the Power of Multi-Channel Marketing
Your marketing approach shouldn’t just stop at direct mail. In fact, direct mail is the perfect foundation from which to branch into other modern automotive marketing methods.
Due to the fact that direct mail puts your dealership and your message directly into the hands of your customers, it acts as a stage for other advertising avenues.
For example, auto direct mail can be used as a vehicle for other high-tech platforms, such as PURLs (personal URLs). These customized sites equip your consumers with a web address that includes their name, which entices them to visit the page.
Once they’ve typed in the addressing, they’ll be led to a platform of information that’s customized with things like their purchasing history, vehicle service requirements, and more.
All in all, this kind of multi-channel marketing method adds another level of interaction between your dealership and your clients and can ultimately push the customer to take the action you want most: purchasing a vehicle.
3.) Test Out Delivery Methods
It’s not too often that you see something else in your mailbox aside from a stack of envelopes. So, to maximize on natural human curiosity, one of the major keys to automotive direct mail is to change up the delivery materials you use.
Rather than sending your mailer inside a typical, white envelope, graduate to a large, yellow envelope or something that you may not see every day. That way, your customers will be eager to tear open the envelope to see what’s inside.
Looking for something even more unique? Consider something like a pop-up promotional card, a catalog, or another automotive direct mail platform that sets your dealership apart from the crowd.
Practice the 3 Major Keys to Automotive Direct Mail Today!
At Aspen Automotive, there’s nothing that thrills us more than helping your dealership thrive by providing you with the auto direct mail technologies, options, and resources you need.
So, now that you know more about the 3 major keys to automotive direct mail, it’s time to put them to the test by working with our team of marketing gurus. To get started, all you have to do is give us a call or send us an email today!
