Let’s face it: your customers are the glue that holds your dealership together. That’s why your customers’ response rates to the advertisements and offers you send them in the mail are equally as important.
Once you get your consumers on board for a new promotion or products, revenue increases will surely follow. However, you first want to establish the best marketing method to boost the engagement level of your buyers with your dealership.
Well, it just so happens that tried and true direct mail provides business with solid response rates even when compared to more modern advertising methods. To find out more about the response rates your auto dealer will see with automotive direct marketing mailers, check out this guide created by the experts at Aspen Automotive.
What is Marketing Response Rate?
Before we dive into the nitty gritty of automotive direct mail response rates, it’s important to first define what this term actually means. According to TrackMaven, “response rate is a measurement of the amount of people who respond to a certain call-to-action.”1
To calculate the response rate to a particular advertisement, marketers divide the number of recipients who completed the call-to-action by the total number of recipients. Then, you can compare that metric to previous direct mail marketing campaigns you’ve run.
Response Rates: How Does Direct Mail Hold Up?
Need some proof of direct mail’s prowess? The Data & Marketing Association reported that the average response rate for direct mail that was sent to households in 2018 was 9 percent.2 That’s compared to email marketing response rates, the average of which was 1 percent for household lists.
Even when matched up against more modern marketing techniques, the direct mail response rate still reigned supreme with online display offering a 0.3 percent household response rate and social media providing a 1 percent household response rate.
What does that mean for your dealership? Rather than opting for a marketing approach that won’t be quite as effective, it’s time to take advantage of the comeback direct mail is making in the business industry.
How to Measure Your Direct Mail Response Rate
Now that you’re fully aware of the response rate benefits that automotive direct mail has to offer, it’s time to learn more about how you can track your customers’ responses.
Fortunately, doing so is as simple as adding a few key features to your direct mailers. Let’s take a look at some of the best marketing methods to use to see how your direct mail campaign performs.
Tracking your buyers’ behaviors is easy when you harness the power of the Internet. By adding a custom URL onto your direct mailers, you’ll not only add an element of curiosity to your advertisement, but you’ll also be able to effortlessly evaluate the customer response rates with online analytics resources.
Redeemable coupon codes are a great way to encourage your leads to do business with you. Plus, your dealership’s direct mailers can be further enhanced by coupon codes that can be redeemed directly online. Not only does this make it convenient for your customers, but it also allows you to measure the amount of coupon codes used versus the number of mailers your dealership sent.
Toll-Free Phone Numbers
Another way to effectively determine the number of customers who responded to your auto dealer’s direct mail advertisement is to create a unique, toll-free phone number that they’ll call to participate in the special that’s listed on the mailer. Then, have your team log the number of calls they receive through that number to calculate your direct mail response rate.
Increase Your Response Rate with Automotive Direct Mail!
At Aspen Automotive, we’re committed to helping dealerships across the nation increase their revenue and improve their direct mail response rates.
With our exclusive services and customizable options, our team of marketing gurus can lead you along the path to business growth. Get the conversation started by giving us a call or sending us an email today!