So, you want to start a marketing campaign for your automotive dealership in hopes of building your brand, but where do you start? What’s the key to standing out in a world full of advertising noise? From smartphones or billboards to banner ads and everything between, everywhere your consumers look, they’re confronted with marketing campaigns.
Fortunately, there’s a way to cut through the endless distractions of the modern-day world: automotive direct mail. As a tried and true automotive marketing method, direct mail provides dealerships with a way to stand out from the crowd in a climate of constant digital advertising chaos.
So, if you’re just starting out on the automotive direct mail journey, don’t fret. The marketing geniuses at Aspen Automotive are here with your guide to automotive direct mail for beginners. Let’s get started!
What is Direct Mail
Direct mail is a form of marketing that includes sending unsolicited information to your target audience. This can be done by sending postcards about an upcoming spring savings event, a catalogue features all the vehicles in your inventory, or a 3D mailer that includes a keychain with your dealership’s name on it.
Direct mail is effective in part due to its versatility, but also due to its low competition rate. That’s because it’s estimated that a person receives two pieces of mail a day. In comparison to the 63 ads and 107 estimated emails per day, using direct mail means your ads are far more likely to be seen, meaning it’s likely that more people will visit your dealership.
Now that you know what exactly direct mail is, let’s take a look at how you can start your first automotive direct mail campaign in five easy steps.
Step 1: Define Your Goal
The first step to mastering automotive direct mail is to clearly identify your dealership’s goal. Are you looking to improve attendance at your annual holiday sales event? Do you want to get more drivers into your service center? Are you hoping to increase sales revenue?
No matter what your team’s aim is, designating a goal for each campaign helps you iron out other facets of your strategy, such as which audience you should target and what the cost of your campaign may be.
Step 2: Choose Your Target Audience
As we mentioned above, defining your goal is a crucial part of determining which audience you should target with your automotive direct mail strategy.
This is where big data will come in handy. Thanks to a diverse database of customer information, you’ll be able to find out more about your buyers, their habits, and their lifestyles.
Plus, Aspen’s data team has access to information that’s focused on your consumers’ car-buying histories and capabilities.
All in all, this kind of information allows you to divide your customer base into smaller subsections, so that you can tailor your campaigns to fit the needs of particular demographics—for example, age, median income, marital status, zip code, and more.
By doing so, you’ll increase audience engagement, boost response rates, and improve sales revenue for each of your automotive direct mail campaigns.
Step 3: Select Your Automotive Direct Mail Format
When it comes to sparking the interest of your audience, the format of your automotive direct mail is essential.
Regardless if you’re looking to welcome new customers with a friendly postcard or generate new leads with something more unique, like a 3D mailer, direct mail marketing offers a huge selection of templates to fit your dealership’s goals.
In addition to its array of unique formats, the versatility of automotive direct mail advertising makes it the perfect option for any sort of budget. As a result, you’ll be able to reap the ROI and response rate benefits of direct mail no matter the amount of funding you have.
Step 4: Design the Mailer
Now that you’re fully informed on your target audience, it’s time for you to begin the design process of your automotive direct mail strategy.
Here’s where you want to get those creative juices flowing and infuse your dealership’s mailers with copy, images, color, graphics, and rewards that are relevant to each specific audience.
For instance, if you’ve divided your target audience up by age range and a few other metrics, you may want to consider designing your mailer around a scannable QR code for younger customers and unique phone numbers for older customers.
That way, your audience will be able to connect with your team based on their preferred method of communication.
When partnering with our team, you’ll work with our design team, who can help you expertly craft your very own direct mail campaign that’s sure to grab the attention of your target audience.
Step 5: Test Your Strategy
Congrats! You’ve reached the final step of completing your first automotive direct mail campaign. At this juncture of your automotive direct mail campaign, you should be settled on one or two different approaches to your dealership’s mailer.
All you have to do now is conduct a simple A/B test. Simply create two almost-identical direct mailers that each contain one slight variation—whether it’s in your offer, photos, mail format, or another aspect of your mailer. Then, send both mailers to a small subsection of your customer base.
From there, you can analyze the responses to each mailer and determine which was more successful. By taking some time to calculate the results of your dealership’s strategy, you’ll already have an idea of what to expect from your automotive direct mail campaign before you officially roll it out.
Automotive Direct Mail for Beginners: Learn More Today!
By now, you should be eager to gather up your dealership’s team and follow this guide to automotive direct mail for beginners.
But, wouldn’t it be nice to have some guidance as you tackle your first venture into the world of direct mail marketing? Well, that’s exactly what the marketing masters at Aspen Automotive strive to do.
Why not begin the conversation today? Get in touch with us, and we’ll give you all the insights and resources you need to dominate your first automotive direct mail strategy. To get started on your very own direct mail campaign, give us a call or send us an email today!