After you’ve created your direct mail marketing plan and before you can start seeing results, you need to decide who will receive your mailer. Between demographics, there are dozens of different ways you can send your mail. Two popular mail methods are targeted mail and Every Door Direct Mail® (EDDM®).
While you might be inclined to send your mailer to every person within a certain range of your dealership, we at Aspen Automotive are here to tell you why targeted direct mail for your auto dealer always beats EDDM®. Let’s get started!
The Basics of Targeted Direct Mail
Targeted direct mail involves sending mail to smaller groups of people. Typically, these smaller groups are targeted by demographic—such as income, credit score, age, and more. Taking this route means that your mailers are more personalized, and we know that personalization is key to seeing higher returns on investment (ROIs)!
When using targeted direct mail, the goal is to send less mail to a group of individuals who are more likely to visit your dealership and utilize your services.
The Basics of EDDM®
On the other end of the direct mail marketing spectrum, there’s what’s known as saturation mailing. Instead of sending mail to a small group of people who are more likely to visit your dealership, you send mail to everyone nearby.
One type of saturation mailing is known as Every Door Direct Mail® (EDDM®).
Every Door Direct Mail® involves sending a mailer to everyone within a certain targeted range. With EDDM®, you can send anywhere from 200 to 5,000 pieces of mail per zip code per day. With this form of direct mail, all you need to do is drop off the information to the post office. They’ll take care of everything else for you.
The Myths of EDDM®
There are many reasons why EDDM® is an enticing form of direct mail. In fact, some marketers will say that this is the way to go because of its benefits. Although, the old adage of less is more definitely applies to direct mail.
While EDDM® definitely has its pros, the benefits of using a targeted direct mail strategy always beats the saturation method of EDDM®. Let’s take a look at some of the myths related to EDDM®, then discover the truth!
Myth 1: The More People Who See My Mailer, The Higher the ROI
You may be inclined to think that the more people who receive your mailer, the higher ROI you’ll see.
Truth: EDDM® Lacks Personalization
One reason direct mail is a strong competitor among other types of marketing is because of the personalization it offers. Sending a mailer in a handwritten envelope or with a handwritten signature is an easy way to make the recipient feel appreciated.
Sending a mailer with a personal URL (PURL), with their name at the top of the letter, or one that includes information that’s relevant to them—like pre-approved financing, vehicles that match their search history, or a detailed maintenance plan—is the way to increase ROIs.
Myth 2: EDDM® Makes Attracting New Customers Easy
With mail getting sent to everyone in the area, you might be inclined to think it’ll be easier to rope in new customers.
Truth: EDDM® May Turn Off Existing Customers
While you’re throwing a net into the sea of local shoppers with the intention of reeling in new customers, your existing customers may slip through the holes in the net. Why? If you send mail to everyone in an area that’s meant to draw new customers, chances are your existing customers will be looped in with the potential new customers.
When an existing customer receives a mailer for first-time customers, they may feel neglected or even forgotten about.
Myth 3: EDDM® Is Easier and Saves Time
Without creating targeted lists, stuffing mailers, and addressing envelopes, you may think that EDDM® saves you time.
Truth: Targeted Direct Mail Is Just as Easy
When you have a team like Aspen Automotive on your side, targeted mail is easy to navigate. Our on-site production facility can handle everything from printing and folding to sealing and stamping. Plus, since our team handles everything at one convenient facility, most of our mailers are at the post office within 72 hours after receiving your design approval.
How to Create Your Targeted Mailing List
Now that you know the benefits of using targeted direct mail, how do you create a targeted mailing list? Well, the best place to start is with your current “house” list. These individuals make up who’s already visited your dealership in some capacity.
Those on your house list could be individuals who have previously purchased a vehicle for your showroom, or it could also include those who filled out one of your online forms, downloaded an eBook, or any instance where someone willingly subscribed to your mailing list. This information should give you the names, addresses, and other basic demographic information about your current customers.
Acquire New Customers with Targeted Direct Mail
Once you’ve compiled your house list, you can start sending targeted direct mail to your already-existing customers. Looking to expand your direct mail list? Want to acquire new customers? Then it’s time to utilize data solutions
Data solutions gathers the information when someone explores the internet. Things like their shopping patterns, income, and much more can be determined based on their time spent online. Cutting-edge data solution companies, like us at Aspen Automotive, can gather this information to help you better target your next direct mail campaign.
How We Can Help
We at Aspen Automotive have access to all the data solutions you need to create your next targeted mail campaign. We have access to individual demographics and vehicle history. For example, we can see the year, make, model, trim level, and how/when a vehicle was purchased with the click of a button.
Our Data Solution Programs:
- Lease/Loan Enders: See who in your area is preparing to trade in their current vehicle by accessing this database. This also provides information on the loan percentage and number of payments remaining.
- Real Time Credit Score: Get an up-to-date look at an individual’s credit score. This database pulls information from Equifax®, Experian®, and TransUnion®, so you know you’re getting the most accurate credit score information possible.
- Dealer Data Download: You have your house list, but you might still be missing some information. This database can help fill in the gaps by correcting incorrect addresses and removing any duplicates.
These are just some of the many data solution tools we have at our disposal. To get started, all you have to do is contact us.
Send a Targeted Mail Campaign Today
Are you ready to elevate your direct mail campaign? Want to see higher ROIs without spending extra time on your campaign? Then the experts at Aspen Automotive are here to help. Ready to get started? Simply give us a call or send us an email today!
