Thanks to the versatility of direct mail, it’s easier than ever before for dealerships to get personalized messages across to their customers, no matter how big your automotive marketing campaign may be.
What about sending those direct mailers in bulk? Is that a feasible, cost-effective option for your dealership? Luckily, that answer is a solid yes.
In fact, there are numerous benefits of mass mailing consistently and repeatedly, all of which combine the advantages of bulk mail with the personalization perks of direct mail.
Ready to find out what they are? All you have to do is take a look at this guide created by the auto marketing executives at Aspen Automotive. With these tips, it won’t be long before you’re delighting consumers and generating leads with mass-mailed advertisements.
What Are the Benefits of Mass Mailing?
To begin, let’s dive into some of the many benefits afforded by bulk automotive direct mail. From improved audience targeting to better time management and more, get ready to learn more than a thing or two about why mass mailing pairs perfectly with your dealership’s direct mail advertisements.
Bulk Automotive Direct Mail Saves Time
Think about it: sorting each individual direct mailer by hand uses up valuable time. Well, this just so happens to be one of the ways in which bulk automotive direct mailers can help your dealership.
By opting for an agency that’s familiar with handling mass mailing production, all of your campaign’s mailers will be presorted by whatever metrics you prefer, most often by zip code.
In addition, most mailing companies already have bulk mail permits, which allows you to sidestep the process of submitting a permit for your dealership. That way, you can cut down on the time it would normally take for your permit to be submitted and approved before you launch your automotive direct mail strategy.
It’s More Cost Effective
For the most part, mass mailing your automotive direct mailers provides you with reduced postage rates. This is due to the amount of pre-handling that’s managed by automotive advertising agencies that have an in-house production facility.
Due to the fact that your mass mailing center already completed some preliminary mailing procedures, you’ll likely receive a discount on bulk automotive direct mailers. Depending on the type of postage you choose, the number of direct mailers required to get a reduced rate varies from around 200 to 500 pieces.
It Improves Customer Engagement
Let’s say that your dealership is new in town. How do you go about raising awareness about your showroom and start raking in new leads? Bulk automotive direct mail is a simple tactic that helps your team introduce themselves to the community and start building a solid customer base.
For instance, you could send all buyers within nearby zip codes a friendly welcome letter or a postcard that provides them with a special offer for their first visit to your service center.
All in all, mass mailing your automotive direct mail campaigns gives you a way to spark relationships with car buyers near your dealership.
Is Mass Mailing Right for You?
By now, you might be wondering, “Is mass mailing right for my dealership?” The simple answer is that it largely depends on the type of automotive direct mail campaign you have in mind and how often your dealership sends out direct mailers.
If you regularly roll out large-scale advertising campaigns, bulk direct mail is a great option. In addition, if you have an automotive advertising partner assisting you with your mass mailing efforts, you already have a team of experts who are familiar with the various steps of the bulk mail process.
As an example, Aspen Automotive operates its own full-service in-house production facility where all your dealership’s custom-designed direct mailers are put together.
From collating and metering to printing and ink jetting, this all-in-one mass mailing center provides you with the ability to add a personalized, individual feel to your brand’s bulk automotive mailers.
Once you’ve chosen an automotive marketing agency, you want to consider some of the formats you can choose for your direct mail strategy. Keep in mind that you’ll want the format of your mass mailings to comply with any bulk mail requirements set by the USPS. Let’s take a look at some examples.
What’s one of the best ways to improve brand awareness while also reaping the benefits of automotive mass mailings? Event flyers! For the most part, special events held by dealerships attract more than just your average customer.
Holiday events and seasonal specials are usually when new leads show up at your automotive business in the hopes of snagging that brand-new model that just landed in your showroom.
By sending out bulk event flyers, you’ll let everyone in your area know that you’re holding an annual event with special offers on some of the models available at your dealership. On top of that, these flyers work for other events, such as food drives and marathons.
At the end of the day, this type of mass direct mailer helps increase brand awareness amongst your consumers and gives your audience the information they need to attend each event your dealership hosts.
Special Discounts That Build Loyalty
Like we mentioned above, sending your new and current customers regular special discounts through the mail is a surefire way to get more visits to your showroom.
Fortunately, incentive-based automotive direct mail works perfectly on a bulk scale. Everyone loves a discount, so regardless if recipients of your advertisements aren’t familiar with your brand, a special offer is a welcome addition to anyone’s mailbox.
There’s nothing quite as exciting as a long-awaited new vehicle making a splash into the showrooms of local dealerships. To help your customers stay informed about all the new technologies found in the cabin of a highly anticipated model, consider mass producing a vehicle brochure.
Plus, this type of automotive direct mailer keeps your dealership top-of-mind for car buyers who are ready to get behind the wheel of the car in question. Thanks to your team’s decision to mass mail this type of advertising material, your leads will know exactly where to go to purchase their dream car.
When customers see a parcel waiting for them in their mailbox, they can’t help but get excited. That’s why small packages are a wonderful way to introduce your dealership to potential leads and keep your current consumers coming back to your showroom.
To make the most of this type of bulk direct mail, be sure to include some type of branded merchandise inside, whether it’s a bumper sticker, keychain, pen, or any other kind of small, useful object.
As a result, your dealership will remain in your buyers’ minds for a longer period of time and, ultimately, be one of the top choices for their next car-buying journey.
Harness the Benefits of Mass Mailing Today!
At Aspen Automotive, we believe that dealerships should be provided with the most convenient, cost-effective automotive direct mail methods possible.
By opting to tap into the advantages of mass mailing and bulk direct mail, you’ll not only increase your sales, but you’ll also grab the attentions of car buyers in your area who are ready to shop.
To learn more about our approach to automotive direct mail and our in-house production facility that’ll handle all of your mass mailing needs, give us a call or send us an email today!