1.) 81 Percent of Households either Read or Scan Advertising Mail Sent to Them.1
To begin, it’s important to understand how direct mail maintains a firm grasp on consumers’ attentions, despite the rise of modern marketing approaches.
Well, this first statistic, provided by the United States Postal Service (USPS) Household Diary Study, shows that your consumers are likely to, at the very least, scan your dealership’s direct mail advertisement.
On top of that, this information fortifies the idea that direct mail has a higher potential of driving customers through your showroom doors than other marketing strategies. So, if you want to connect with your audience, place your next coupon or promotional offer in their mailbox.
2.) 80 to 90 Percent of Direct Mail Gets Opened…
…while only 20 to 30 percent of email gets opened.2
It’s clear why this direct mail statistic is so important. The more your dealership’s advertisements get opened, the more likely it is that your customers will take the action you’re hoping for. Why does direct mail get opened more than its digital counterparts? Well, the primary reason is that automotive mailers are tangible.
Thanks to its physical presence, automotive direct mail stands out from other marketing methods, such as social media ads and email. Not only does the tangibility of direct mail make it memorable, but it also keeps its recipients engaged while they’re looking at your advertisement.
Moreover, direct mail requires 21 percent less cognitive effort to process and is easier for customers to remember.3
When your dealership’s mailers are easier for your leads to understand, it’s more likely that they’ll connect with your business on a personal level and consider doing business with you.
All in all, your consumers’ enhanced ability to recall the messages and graphics of your automotive direct mailer boosts their purchase intent. The result? A solid return on investment (ROI) on your automotive marketing campaigns.
3.) 36 Percent of Americans under 30 Look Forward to Checking their Mailbox Every Day4
Now that most millennials have reached or surpassed the car-buying age, it’s critical to make sure that you’re using the marketing approaches that are most likely to convert them into leads.
Luckily, almost 40 percent of millennials pay attention to the materials they receive in the mail, which means that automotive direct mail is a great way to engage with this new generation of car buyers.
Speaking of customer engagement, the average direct mail response rate is 9 percent for house lists and 4.9 percent for prospect lists.5
Put simply, response rate is an essential part of any successful automotive direct mail campaign. By crafting a mailer that’s engaging enough to get your targeted audience to respond, you’ve already accomplished an important step of the buyer’s journey.
Now, your customers can learn more about your dealership through the special coupon offer, welcome postcard, or event flyer that you’ve placed directly into their mailbox. With that in mind, it’s clear that automotive direct mail outpaces other marketing methods in regard to customer response.
4.) 82 Percent of Millennials view Messages Printed on Paper as More Trustworthy than Digital Messages6
In addition to our first statistic regarding millennials, auto direct mail increases its lead-generating value by earning its place as a trustworthy form of communication.
Rather than quickly glancing at another email on their smartphones, receiving a postcard from your dealership in the mail increases the chances of your targeted audience taking you up on your offer.
As if that weren’t enough, 92 percent of millennials are influenced to make a purchasing decision as a result of direct mail they received, as compared to only 78 percent for email, according to National Mortgage Professional Magazine.7
Despite the many platforms of communication these days, direct mail remains a steadfast leader when it comes to lead conversion, even when compared to email marketing.
So, instead of pouring your funds into an email marketing campaign, consider turning to print advertisements for your next automotive marketing strategy.
5.) 23 Percent of Direct Mail Recipients end up Visiting the Nearest Store Location8
Looking for some proof that automotive direct mail can help your dealership achieve its revenue goals? Well, the statistic above helps to bolster the audience-impacting results of an effective direct mail strategy.
Regardless of your dealership’s objective for your auto marketing campaign, direct mail is one of the best methods for getting your leads to visit your showroom, thereby creating the opportunity to begin a solid relationship with your customers.
Once you have them through your doors, providing them with the resources they need to purchase from your business is simple.
6.) Direct Mail is 43 Percent Less Annoying than the Internet9
We’re all aware how annoying the internet can be sometimes! What makes direct mail so much better?
Let’s be honest—the internet alone is often not the most effective way to reach people with marketing. Although digital ads can be a useful tool in your marketing belt, it’s good to keep in mind that most people don’t go to the internet to be marketed to. Instead, they’re there to find information and answers to their questions.
That’s why so many internet users install ad blockers—more than a quarter of them, in fact. And guess what? They find direct mail less annoying than pop-up ads.
People generally love receiving attractive catalogs, postcards, and thank-you notes in the mail! One caveat—your mail must be well-designed to be received well, but luckily, we have a team for that.
7.) 77 Percent of People Sort through their Mail Immediately after Pulling it from their Mailbox9
There’s simply too much suspense to wait! How many times have you gone to open your mailbox, seen an intriguing package or letter, and opened it right then and there without walking back to your home or apartment?
You want to know who it’s from and what it is! For marketers, therein lies the opportunity to get your message seen right away—and where it won’t be lost in the digital cluster of an email inbox.
No doubt, this statistic is intertwined both with the greater degree of trust in physical mail and the fact that it’s perceived to be less annoying. As we’ve already mentioned, physical mail is tangible—and thus more memorable.
8.) There’s a 28 Percent Higher Conversion Rate…
…when direct mail is used together with digital as part of an integrated campaign. The data on this is clear.
90 percent of people visit a business’s website first before calling—and they tend to leave the website without making a purchase. Direct mail and digital ads together can bring them back.
Marketing campaigns that used direct mail and one or more digital media experienced a 118 percent boost in response rate compared to using direct mail alone. If you want prospects to come to you, an integrated approach is critical.
9.) Direct Mail is a $44 Billion Industry
Always follow the money—and there’s a lot of it in direct mail! Valued at $44.2 billion, direct mail comes second only to television ($45 billion) in terms of ad spend.9 It isn’t sitting still, either—direct mail is growing by billions of dollars each year.
There couldn’t be a better sign that direct mail works than the huge, sustained investments companies across industries have made in this marketing channel.
10.) Direct Mail has a 29 Percent Return on Investment…
…for the median household in direct mail campaigns, according to the Direct Marketing Association (DMA).9
Yes, the direct mail ROI is high! If the goal is to turn interested parties into paying customers—and it always is—then direct mail seems to be one way to do it.
ROI is the only important metric. Online banner ads may be cheaper, but even when you spend more on direct mail, you may receive an even more substantial return.