Why Old-School Marketing Tactics Work

Direct Mail Program

When it comes to spreading the word of your dealership, there are many different approaches you can take. You can head to social media, send out email blasts, run commercials, and so much more. While there are many different types of marketing options, some dealerships are turning to old-school marketing tactics.

Why are these old-school tactics in? Simply said, these forms of marketing—like direct mail marketing—are a great way to get your message out there with less competition. To help you learn more, the experts at Aspen Automotive are here to talk about all things direct mail marketing. Let’s get started!

Direct Mail at a Glace

Opening Direct Mail

Direct mail an old-school marketing tactic that has grown in popularity in recent years. Let’s quickly learn more about direct mail marketing and why it’s growing in popularity.

What is Direct Mail?

Direct mail consists of sending physical mail to individuals who meet your targeted demographic. This could be unsolicited mail to help broaden your reach, or this mail could be sent to current customers.

Why Direct Mail Works

There are several reasons direct mail marketing works. Here are just a few reasons:

  • Less competition: More and more dealerships are turning to digital marketing, leaving less competition for those using direct mail. This means there’s a higher chance that your mail will be seen, especially since only 20 to 40% of mail is opened.1
  • Interactive and nostalgic: When someone receives mail, it’s interactive. They physically hold it, flip it over, and see it on their kitchen counter. Furthermore, receiving mail is nostalgic, reminding people of simpler times when they would receive mail from friends and family.
  • Creative options: Direct mail gives you the freedom to create a creative campaign. You can play around with sizes, materials, colors, and much more. You can also send out 3D mailers, making your campaign even more memorable.

Direct mail is a popular old-school tactic thanks to these benefits.

Ways to Start a Direct Mail Campaign

Direct Mail Campaign

Ready to start your direct mail campaign? Let’s look at some things to consider when creating your first campaign.

Creating Your List

Deciding who will receive your marketing campaign is the first step to creating your direct mail campaign. This list is based mostly on demographics—like age, zip code, credit score, and more. Each campaign will work best with different demographics, so having easy access to a wide range of individuals is essential.

You can collect this information from your current customers, or you can use data solutions—a service provided by Aspen Automotive—to easily filter and choose your targeted demographic.

Deciding on a Headline & CTA

Direct Mail Campaign

Grabbing the attention of recipients is the goal. To do this, you need to decide first on a headline to grab their attention and then on a CTA (call to action) to tell the reader what to do next.

The headline is likely the first thing the reader will see when viewing your direct mail campaign, so you need something that’ll grab their attention right away. This could include information about a service special, a popular vehicle that’s arrived in your inventory, or something else.

The CTA is a one- to two-sentence catch that will give direction on what to do next, which could include visiting your dealership or scheduling a service appointment.

Start Your Direct Mail Marketing Campaign Today

Are you ready to turn to old-school marketing tactics to reach clients? Let the experts at Aspen Automotive help create your successful campaign. To get started, simply give us a call or send us an email today!