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. It consists of sending physical mail to individuals who meet your targeted demographic—like income, age, credit score, and more. Direct mail can either be unsolicited to help you broaden your reach, or direct mail can be sent to customers who agreed to join a mailing list.
Most direct mail is sent as either a postcard, letter, or flat.
Direct mail size requirements:
- Postcard: At least 5 x 3.5 inches, but no more than 6 x 4.25 inches
- Letter: At least 5 x 3.5 inches, but no more than 11.5 x 6.125 inches
- Flat: At least 11.5 x 6.125 inches, but no more than 15 x 12 inches
Each type of mail has its own benefit, so matching your campaign’s goal to one of these types of mailers is step one to creating a successful direct mail campaign.
Now that you know more about direct mail as a whole, let’s learn some of the reasons why this old school tactic is growing in popularity.
Why Old School Tactics Are in: Reasons Direct Mail Still Works
With easy access to the internet and the world of instant results, why is starting a direct mail campaign sometimes the best solution? There are many reasons why marketers have decided to go old school and make direct mail the focal point of their marketing strategy.
Let’s take a look at some of the reasons these old school tactics are in!
There’s Less Competition with Direct Mail
There’s an infinite number of businesses and products being advertised every day. In fact, we’re constantly bombarded with ads. Whether it’s on TV, while watching a YouTube video, on the radio, in a magazine, or in your inbox—both physical and virtual—it’s estimated that an individual will see anywhere from 4,000 to 10,000 ads per day.1
This is a lot for our brains to filter through, so it’s common for many of these ads to go without notice. When it comes to digital marketing, it’s estimated that only 20 to 40 percent of email is opened daily.2
Make it as easy as possible for your dealership to stand out from the crowd by turning to direct mail marketing.
Direct Mail Is Interactive and Tangible
Direct mail is hard to forget for a couple of reasons:
- You have to physically interact with it.
- It takes up space in your house.
When someone goes to the mailbox, they pull out your mailer and hold it in their hands. They flip it over, read the address, and—depending on if it’s a postcard, letter, or flat mailer—they may start reading the printed information on the walk from their mailbox to their house.
When something’s in your hand, it’s hard to ignore. The chance of immediate reading is higher with direct mail than with email or other forms of digital marketing, which really is just a number on a screen.
If, for whatever reason, the recipient can’t read the mailer as soon as it arrives in his mailbox, since it produces clutter and takes up space in the house, it’s unlikely it’ll be overlooked. For roughly 17 days, the mailer will sit in the house until someone decides to tidy up.3
However, during those 17 days, the recipient is constantly reminded about your new line of vehicles or service specials, while other household members have likely seen your mailer too.
Creative Flexibility Options
There are seemingly endless ways to create a direct mail campaign. From adjusting mailer sizes and color to font and material type, the combinations are endless.
While postcards, letters, and flat mailers are the most popular forms of direct mail, that doesn’t mean those are the only formats you can use. Experimenting with 3D mailers, cutouts, and pop-outs are sure to make your campaign even more memorable.
Ways to Start a 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 and CTA
Grabbing the attention of recipients is the goal. To do this, you need to first decide 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!