Technology is everywhere. Between email and phone calls to video chats and social media, there’s no denying technology plays a major role in our daily lives. So, why are so many dealerships skipping digital marketing in favor of traditional forms, such as direct marketing?
To answer that question, the marketing experts at Aspen Automotive have compiled a list of the 13 reasons why direct mail isn’t dead for car dealers. Keep reading to find out!
1). It Offers a High ROI
The purpose behind a marketing campaign is likely to increase profits. Direct mail is a great way to achieve this goal, thanks to its high return on investment (ROI). It’s estimated that direct mail offers a 29 percent ROI.1
2). It’s for Everyone
When starting a campaign, you don’t want to leave out large groups of people, which may occur if you use digital marketing. Not everyone has social media or email. Direct mail is for people of all ages, since everyone checks the mail, no matter how old or young that person is.
3). It’s Less Competitive
Per year, individuals can expect to see about 454 pieces of marketing mail.1 With digital marketing, individuals see anywhere from 6,000 to 10,000 ads in a single day.2 The numbers speak for themselves: direct mail is the way to go for less competition.
4). It’s Easy to Target
Targeting your mail usually requires using demographics to sort your client list into smaller, more specific groups. Direct mail makes targeting mail easy, especially when utilizing services offered by the United States Postal Service (USPS) and Aspen Automotive.
5). It’s Easily Personalized
Something that commercials and social media ads can’t offer is personalization, which is a big factor in marketing. With direct mail, you can add the recipient’s name to the top of the letter, sign your name at the bottom, or even handwrite the envelope.
6). It Elicits Emotion
Receiving a letter in the mail elicits nostalgic feelings. It reminds people of simpler days. Playing off this positive emotion may make someone more inclined to visit your dealership.
7). It’s Interactive
When someone receives mail, they physically interact with it. They hold it, open it, and flip it over. Physically touching and interacting with the ad is exclusive to direct mail marketing.
8). It Gets Attention
Since it must be interacted with and takes up space in the home, direct mail gets attention. With digital marketing, it’s much easier to scroll past an ad or flip the channel when a commercial comes on.
9). It’s Highly Creative
Your creativity isn’t confined with direct mail. You have the option to create nearly anything. Experiment with the size, colors, and textures of the mailer. You can also play around with three-dimensional mailers to help it stand out even more.
10). It Uses All the Senses
Incorporating as many senses as possible into your mailer is another exclusive ability of direct mail. With digital marketing, sight and sound are the only senses that can be used. If done properly, you can incorporate all five senses into your direct mail campaign.
11). It Builds Brand Trust
By putting time into creating a mailer and sending it, recipients may find your dealership more trustworthy than other dealerships who only market online. That’s because it shows you’re willing to put the extra time in to build personalized relationships with the recipient.
12). It’s Trackable
Tracking your mail is essential. This helps you see areas of improvement and areas of strength, so each new campaign can be better than before. By adding coupon codes, call numbers, or personalized URLs (PURLs), you can see how many people followed through with your call to action (CTA).
13). It Complements Digital Marketing
Incorporating digital elements into your campaign can help boost the results of your campaign even more. Thanks to its flexibility, direct mail complements digital marketing, meaning they likely work better together than individually.