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)!
The Basics of 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. Let’s take a look at some of these myths, 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.
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 to get started today!