Reasons to Use Direct Mail Marketing
Direct mail is an age-old form of marketing that consists of sending physical mail directly to a recipient. In a digitally controlled world, many dealerships are turning to more traditional forms of media. Why? There are lots of reasons direct mail prevails as one of the most popular and effective forms of marketing.
Some of the reasons for its popularity include:
- Less competition: It’s estimated that people receive two pieces of mail per day.2 This means that there’s less clutter in the mailbox. The same can’t be said about digital marketing. On average, people receive 107 emails per day. For less competition, direct mail is the way to go.
- Flexible options: Direct mail gives you the freedom to create nearly anything. You can experiment with colors, textures, and layouts that are not possible with digital marketing. Plus, direct mail can pair nicely with digital marketing for even more reach.
- Larger impact: Direct mail is for everyone. No computer, internet connection, or smartphone is needed to receive this marketing, compared to what’s required with digital marketing. Plus, direct mail elicits positive emotions.
Now that you know more about direct mail and why your dealership should use it, let’s take a look at 10 automotive direct mail ideas that work!
1). PURLs & QR Codes
To make your landing page content customized to each individual, develop custom QR codes or personal URLs (PURLs). Not only can the content contained in each customer’s personal landing page be updated regularly to provide them with helpful information, but it also serves as a portal where your buyers can go to review previous purchases, service appointments, and more.
Be certain that the content uses responsive design, as individuals may use a PC or mobile device. You may use the exact same landing page for the PURL and QR code, which provides your leads with multiple convenient ways to access the same content.
In short, PURLs and QR codes combine the best of both worlds when it comes to automotive direct mailing ideas. On one hand, they give your consumers the ability to easily connect with relevant information about your dealership and their history as a customer.
On the other hand, they increase customer engagement with your business for one simple reason: Individuals are more likely to choose a company that clearly cares about their customers’ ability to access the information they need to make their shopping experience as convenient as possible.
2). Augmented Reality
Developing a piece of direct mail which comes to life and may be manipulated by your customers is extremely powerful. You may develop a thrilling user experience without having to go over budget as you take some time to strategize.
Look at the idea from a client’s viewpoint: Is the experience easy to use and fun? What are some of the possibilities for your next automotive direct mail campaign?
For instance, many businesses have used augmented reality (AR) to provide their direct mail recipients with virtual tours. So, if you’re preparing for the arrival of a long-awaited new model to your showroom, consider sending out an AR direct mailer that offers a virtual tour of the vehicle via your audience’s smartphone or tablet.
The result? You’ll stir up even more excitement among your customers for that new model to make a splash in your showroom.
3). Dimensional Mail
Get your prospective customers’ attention using mail pieces which aren’t your typical postcards or envelopes. Objects as simple as tubes, boxes, and even United States Postal Service (USPS) envelopes stand out in the pile of letters that your consumers likely receive on a daily basis.
Although these options can be pricier than regular envelopes, the improved response rate and ROI that these mailers earn could potentially balance out the costs.
If you’d rather send a 1-dimensional piece of direct mail, consider incorporating some type of 3-dimensional (3D) graphic or art to the advertisement. Plus, adding a little bit of fun to these mailers (like 3D glasses) creates an even more immersive experience for your audience.
So, whether the actual box is 3D or the message itself contains some type of unique dimension, thinking outside the box is the key to a successful direct mailing idea.
4). Lumpy Mail
Let’s face it: you’re more likely to open a piece of mail that appears to have something oddly shaped tucked inside. That’s why lumpy mail has proven to be one of the most effective direct mailing ideas in the industry.
From branded keychains to notepads, and just about anything else your team can imagine giving your customers, the possibility of free merchandise hiding inside a padded envelope in your audience’s mailboxes is a surefire way to get them to open the package.
On top of that, the fact that you’re going above and beyond to provide your consumers with unique gifts makes a lasting, positive impression on them. Ultimately, that impression increases the chances of your leads becoming first-time (and, hopefully, regular) customers.
5). Folded Mailers
Make a fun piece of mail by taking a folded, normal piece of mail and creating a fresh look by adding pockets or a cutting-edge design. Multi-folded mailers encourage the recipient to engage with the advertisement by unfolding each component to reach your dealership’s central message or offer.
No matter if you opt for a C-fold, letter-fold, or gate-fold direct mailer, these visually impactful ads provide your team with more room to advertise while also creating a narrative experience for the reader.
6). Add Multimedia Elements, like Video
Think you can’t incorporate video into your automotive direct mail campaign? Think again. In fact, automotive direct mailers can now support a variety of screen sizes and more. That way, you can add yet another dimension of interactivity to your dealership’s advertisements.
In addition, direct mailing ideas that incorporate video create an immersive experience for your consumers while also positioning your dealership as an innovative thought leader in the community.
7). Get Personal
Did you know that adding personalization can boost direct mail response rates up to 36 percent?3 Adding something as simple as the recipient’s name or adding your signature to the mailer can make a world of difference.
We live in a world where it’s normal to see thousands of generic ads a day. When someone receives a hand-written envelope, he or she is more likely to stop and read it with extra care. This simple act helps them feel more special. When someone feels special, they’re more likely to connect and engage with your mailer.
8). Send Freebies
Everyone loves free stuff. Adding something the recipient can hold or take advantage of may prove to be the missing link in your direct mail campaign. Freebies could range from a car freshener to a keychain they can put in their new vehicle after purchasing from your dealership.
Freebies could also include complimentary service when they visit your service center for the first time. Employing this “guilt” technique could increase the number of individuals who visit your dealership and take advantage of the offer included in your direct mail.
9). Elicit Emotion
Without trying, direct mail already elicits emotion, thanks to its ability to enable the feeling of nostalgia. That’s because receiving a letter in the mail may bring the recipient back to yesteryear…to a time when life moved a bit slower.
You can further play up the emotions of the recipient by adding an irresistible offer. For example, adding “DO NOT OPEN” to the envelope in large letters with something like “Unless you want to save on your next vehicle” could excite the recipient enough to take advantage of the offer right away.
10). Keep Informed Delivery® in Mind
The USPS has made it easier than ever to get your mail into the home of your targeted audience. One of the newer editions offered by the USPS is Informed Delivery®, a way for recipients to check their mailbox virtually each day.
Informed Delivery® will scan the front and back of letter-sized mailers. This information is then presented in an app. This way, recipients can always check their mail and take advantage of offers—even if they’re away.
Which Direct Mail Idea Is Best for Your Dealership?
The benefit to direct mail marketing is that you have nearly endless options on how you can stand out from the crowd. However, with so many options, you may not know where to start. Thankfully, Aspen Automotive is staffed with a team of direct mail experts who will help you with your campaign from start to finish.
To ensure your direct mail is of the highest standards, everything is done in house. That means that everything from the pre-planning to the production stage is performed at our facility. Nothing is outsourced!
Our team has complete control over your project, which helps us ensure the mailers are of the highest quality from start to finish. It also means that we can have your mailers completed in no time at all. In fact, most mailers are sent to the post office within three days of your approval!
Not only can you expect top-quality mailers with our team, but you can also expect to reap the benefits sooner than you may have elsewhere.
To help you learn more about our on-site facility, here’s a close look at our 3-step production process!
Consider These Automotive Direct Mailing Ideas Today!
At Aspen Automotive, we take pride in our role as ingenious creatives and data-mining experts in the world of automotive marketing.
Thanks to our team’s support and unwavering commitment to helping your dealership thrive, you’ll be paving the way for a future of cutting-edge direct mailing ideas that improve customer engagement and boost revenue. Ready to get started? Simply give us a call or send us an email today!