Before you begin designing your dealership’s automotive direct mail marketing campaign, it pays to know the facts.
That’s why the marketing professionals at Aspen Automotive have rounded up some of the most impressive direct mail statistics to help you understand the power of this timeless advertising approach.
Ready to learn more about why direct mail is such a crucial part of any auto marketing strategy? Take a look at our list of automotive direct mail statistics that you should know.
That way, your dealership can start taking advantage of the advertising method that increases customer engagement and boosts sales.
1.) 81 percent of households…
…either read or scan advertising mail sent to their households.1
To begin, it’s important to understand how direct mail maintains a firm grasp on consumers’ attentions despite the rise of modern marketing approaches.
Well, this first statistic, provided by the USPS’ Household Diary Study, shows that your consumers are likely to, at the very least, scan your dealership’s direct mail advertisement.
On top of that, this information fortifies the idea that direct mail has a higher potential of driving customers through your showroom doors than other marketing strategies. So, if you want to connect with your audience, place your next coupon or promotional offer in their mailbox.
2.) 80 to 90 percent of direct mail gets opened…
…while only 20 to 30 percent of email gets opened.2
It’s clear why this direct mail statistic is so important. The more your dealership’s advertisements get opened, the more likely it is that your customers will take the action you’re hoping for. But why does direct mail get opened more than its digital counterparts? Well, the primary reason is that automotive mailers are tangible.
Thanks to its physical presence, automotive direct mail stands out from other marketing methods, such as social media ads and email. Not only does the tangibility of direct mail make it memorable, but it also keeps its recipients engaged while they’re looking at your advertisement.
Moreover, direct mail requires 21 percent less cognitive effort to process and is easier for customers to remember.3
When your dealership’s mailers are easier for your leads to understand, it’s more likely that they’ll connect with your business on a personal level and consider doing business with you.
All in all, your consumers’ enhanced ability to recall the messages and graphics of your automotive direct mailer boosts their purchase intent. The result? A solid ROI on your automotive marketing campaigns.
3.) 36 percent of Americans…
…under 30 look forward to checking their mailbox every day – Gallup.4
Now that most millennials have reached or surpassed the car-buying age, it’s critical to make sure that you’re using the marketing approaches that are most likely to convert them into leads.
Luckily, almost 40 percent of millennials pay attention to the materials they receive in the mail, which means that automotive direct mail is a great way to engage with this new generation of car buyers.
Speaking of customer engagement, the average direct mail response rate is 9 percent for house lists and 4.9 percent for prospect lists.5
Put simply, response rate is an essential part of any successful automotive direct mail campaign. By crafting a mailer that’s engaging enough to get your targeted audience to respond, you’ve already accomplished an important step of the buyer’s journey.
Now, your customers can learn more about your dealership through the special coupon offer, welcome postcard, or event flyer that you’ve placed directly into their mailbox. With that in mind, it’s clear that automotive direct mail outpaces other marketing methods in regard to customer response.
4.) 82 percent of millennials…
…view messages printed on paper as more trustworthy than digital messages – United States Postal Service.6
In addition to our first statistic regarding millennials, auto direct mail increases its lead-generating value by earning its place as a trustworthy form of communication.
Rather than quickly glancing at another email on their smartphones, receiving a postcard from your dealership in the mail increases the chances of your targeted audience taking you up on your offer.
As if that weren’t enough, 92 percent of millennials are influenced to make a purchasing decision as a result of direct mail they received, as compared to only 78 percent for e-mail – National Mortgage Professional Magazine.7
Despite the many platforms of communication these days, direct mail remains a steadfast leader when it comes to lead conversion, even when compared to e-mail marketing.
So, instead of pouring your funds into an e-mail marketing campaign, consider turning to print advertisements for your next automotive marketing strategy.
5.) 23 percent of direct mail recipients…
…end up visiting the nearest store location – United States Postal Service.8
Looking for some proof that automotive direct mail can help your dealership achieve its revenue goals? Well, the statistic above helps to bolster the audience-impacting results of an effective direct mail strategy.
Regardless of your dealership’s objective for your auto marketing campaign, direct mail is one of the best methods for getting your leads to visit your showroom, thereby creating the opportunity to begin a solid relationship with your customers.
Once you have them through your doors, providing them with the resources they need to purchase from your business is simple.
Design Your Automotive Direct Mail Strategy Today!
At Aspen Automotive, we know how crucial it is for your dealership to choose the marketing option that’ll make an impact with your targeted audience. So, if you’re looking to generate leads and make your business stand out, a solid automotive direct mail campaign is essential.
To get started on this data-driven, time-tested advertising approach, all you have to do is connect with us by giving us a call or sending us an email today!