As a dealership looking to increase returns on investment (ROIs), it’s no surprise that you’ve turned to direct mail as your go-to marketing style. Thanks to its versatility and seemingly endless creative possibilities, direct mail has quickly become a favorite marketing style. Plus, with benefits like a response rate five to nine times higher than email, it’s clear to see why direct mail has persevered through the digital age.1
Although, since direct mail is so versatile, you may be unsure what the best types of automotive direct mail are. To help you learn more, the team at Aspen Automotive has created this guide on which types of direct mail are best for your dealership. Let’s get started!
Arguably, postcards are the best type of automotive direct mail for many reasons, including:
- Direct messaging
Postcards are a cost-effective marketing tool. With rates as low as $0.36, you can create a postcard campaign for less than imagined.
Looking to get the most out of your postcard campaign? The United States Postal Service (USPS) offers several promotions, such as Every Door Direct Mail® (EDDM®) that lets you save even more on your campaign. By sending a postcard to everyone within a certain zip code, you can spend as little as $0.164 per mailer.
On top of postcards being a cost-effective option, they also allow for clear, direct messaging, since no envelope is needed. That means your message is on full display, so make sure your mailer is eye-catching and unique. Thankfully, postcards are versatile enough that you can experiment with colors, textures, fonts, and more, so it stands out in the mailbox.
Another effective type of direct mail is self-mailers. Typically, self-mailers are similar to brochures or leaflets and act as the middle ground between postcards and letters. That’s because, like postcards, self-mailers use no envelope and don’t need to be opened to understand the message.
On the other hand, self-mailers are similar to letters because of their size and the addition of an adhesive tab that keeps the bi- or tri-fold portion of the mailer together. Once opened, more information is revealed to the recipient.
This type of automotive direct mail can take advantage of unique designs like postcards, but thanks to their extra space, you have more room to talk about your dealership’s amenities, a quick snippet of the latest lineup in your inventory, or a combination of the two.
The third best type of automotive direct mail is letters. These enclosed mailers are the traditional style of direct mail. Because of this, they’re often seen as the type of mailer with the highest authority level. With that being said, mailers offer many benefits, such as:
- Long-form content
- Ability to generate leads
If you’re sending an update about your dealership or are providing in-depth detail about a vehicle’s features or when a new model will arrive at your showroom, letters are the way to go. Plus, if you’re including any confidential information—such as a pre-approved financing form—or anything that needs to get mailed back, letters are the best option.
Finally, letters may be the preferred option for lead generation, thanks to their polished, professional design, high ability for personalization, and capability to reach a specific, targeted group.
Get Started with Direct Mail Today
In our guide to the best types of automotive direct mail, we’ve gone over three types of mailers that your dealership can take advantage of. While our guide covered just three types, there are many more standout, effective mailer types out there.
To learn more about the types of direct mail and see which style is right for your campaign, don’t hesitate to reach out to the team of marketing experts at Aspen Automotive. To get started, simply give us a call or send us an email today!