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 Glance
Direct mail
is an old-school marketing tactic that has grown in popularity in recent years. There are many reasons for this rise in popularity, which we’ll explore in a moment. Before we do that, however, let’s take a closer look at what exactly direct mail is.
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 already on your house list.
A house list includes the name and contact information for those who have given you their information, whether through a purchase or by completing an online form. On the other hand, sending unsolicited mail usually requires data solutions to find individuals in your area who fit your targeted demographic.
No matter if you send mail to current customers, potential customers, or a combination of the two, direct mail—an old-school marketing tactic—is a great way to reach your audience and see the marketing results you want.
Why Does Direct Mail Work?
In such a digital world, why are dealerships turning back to old-school marketing tactics like direct mail? In simplest terms, it’s because of the numerous benefits it provides. For example, things like higher returns on investment (ROIs) than other marketing tactics and its flexibility are just some of the reasons direct mail is in.
Let’s take a look at several reasons direct mail is a popular choice for automotive marketing!
Less Competition
Think about it: since we live in a digital world, most dealerships abandoned their direct mail strategies to stay current with the times. Now, with most dealerships focusing on social media and email strategies, the number of dealerships utilizing direct mail is on the decline.
This is great news for you.
With few dealerships using old-school marketing tactics, there’s a higher chance your mail will be seen. Think about this: the average person receives more than 600 emails per week.1 That’s a lot to digest. On the other hand, the average person receives about 17 pieces of mail per week.1
For a higher chance your advertisement is seen, direct mail is the way to go.
Direct Mail Is Interactive and Nostalgic
When someone receives mail, it’s interactive. They physically hold it, flip it over, and see it on their kitchen counter. Likewise, it takes up space in their home and acts as a constant reminder of your offer.
Another benefit of old-school marketing tactics like direct mail is the shelf life. Direct mail has an average lifespan of 17 days.1 This gives the recipient and everyone in the recipient’s household plenty of time to review the mailer and visit your dealership. On the other end of the spectrum, email has a lifespan of just 17 seconds, which gives it a much higher chance of being forgotten.1
Furthermore, receiving mail is nostalgic, reminding people of simpler times when they would receive mail from friends and family. Direct mail lets you play on this positive emotion simply by sending a postcard or letter.
Creative & Flexible Options
Another reason why old-school marketing tactics are in is because of their flexible, creative options. While both direct mail and digital mailers let you experiment with colors and fonts, only direct mail takes this visual experimentation one step further.
Direct mail gives you the freedom to totally create a unique and memorable campaign. You can experiment with mail sizes, materials, textures, and so much more. You can also send out 3D mailers or freebies, making your campaign even more memorable.
It Pairs Great with Other Marketing Tactics
One type of marketing doesn’t cut it. For some things, you may need to send a physical mailer, while others would perform better with a digital campaign. The great thing about old-school marketing tactics is that they pair great with other forms of marketing, like digital.
QR codes and personalized URLs (PURLs) are great things to add on mailers. These can direct the recipient to a page on your website to learn more or to claim a digital coupon. Adding features like these can also help boost website traffic, making the combination of digital and direct mail marketing extra beneficial.
Ways to Start a Direct Mail Campaign
Ready to get started on your direct mail campaign? There are a few steps you must take in preparation. We’ve outlined a couple of these steps to help get you started, but our team is always happy to help with any step in the process.
In fact, our in-house agency has 35 years of experience helping more than 10,000 dealerships across the nation. We can help with everything from creating a marketing strategy to printing, sealing, and stamping your mailers, thanks to our production team.
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
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 call to action (CTA) 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!
1https://www.compu-mail.com/statistics/25-direct-marketing-statistics-for-2020
