At Aspen Automotive, we know one simple but effective method of reaching potential customers is through automotive direct mail. Individuals still check their mailbox on a daily basis, so it’s a convenient way to get your business in front of customers.
While automotive direct mail can no doubt benefit your business and be very effective, what’s the best way to go about it?
Here is the key to a successful strategy: Choose the proper format for every element of a marketing campaign. Various formats will lend themselves to specific functions. There are five kinds of popular automotive direct mail formats that may be utilized to address pretty much any marketing need. Each one offers its own benefits and appeals to a different target audience. We’ll discuss these five formats here.
Simple and cost-effective, postcards are better for clear, brief messages. They’ll work well for thank-you messages, special offers, and reminders. Postcards are a great method of contacting present customers who already have knowledge about an organization’s services and products.
They’re also an effective way to reach new customers. With short, succinct, yet detailed information, they make it simple to get the word out about any events, new offers, promos, or services. That’s a lot of versatility for a simple card.
Self-mailers offer more information than postcards, but are also short and to the point. They’re brochures which fold into themselves and remain closed using an adhesive tab. They look great and present your message in a highly professional manner.
This type of direct mail makes for memorable introductions to potential customers, because they may be full color and include complete details regarding the company. Even though they’re pricier than postcards, they’ll carry more information, and don’t require an outside envelope. In many ways, they offer the upside of both a postcard and a letter.
Under circumstances in which order forms or confidentiality are necessary, the traditional letter often is the better choice. The letter may be a portion of a comprehensive mailing package, which includes reply mail, brochures, or business cards for a polished and professional presentation. Since letters will require separate envelopes and postage, they’re better for:
- Existing customers
- Targeted audiences
Not only do letters allow you to include even more information, but they can also personalize the offer or information to the targeted audience. That kind of connection on top of the additional information makes a customer more likely to get on board.
Plus, all the customer has to do to sign up is reply with the postage you’ve already given them. Letters are also a great way to get people to sign up for mailing lists and make someone a loyal, long-term customer.
Dimensional mailers look upscale and fresh and may be utilized to offer a concise and unique overview of an organization. To use an analogy, dimensional mailers are to letters what self-mailers are to postcards. They present more information in a neatly packaged and creative way. For high-level B2B contacts, a dimensional mailer is a compelling choice.
To highlight a broad array of products, catalogs are the obvious option. The higher price of generating quality catalogs will mean that it’s better to send them to highly targeted prospects and current customers. Catalogs provide an excellent opportunity for cross selling, as customers can check out not just the types of products they initially bought, but also new or related ones.
Of all the types of direct mail, catalogs are the longest and most detailed. That makes them an excellent option for both existing customers and a targeted audience that’s already interested in what you have to offer. Their long-form format provides several unique benefits, including:
- Offering the most information of any type of direct mail
- Adding more details into your promos or backstory
- Allowing you to explore several topics, offers, or services
- Giving you more opportunities to get creative
The layout and design of direct mail provides countless choices, and a professional can assist on tailoring mailing materials that meet each organization’s needs, as well as maximizing the impact upon mail recipients.
HOW ASPEN AUTOMOTIVE CAN HELP YOUR DIRECT MAIL CAMPAIGN
Whether you’re looking to revise your current campaign, send out some seasonal offers, or you’re starting from scratch, Aspen Automotive can help you every step of the way. Our team can map out a customized marketing strategy that reaches out to each target audience with fun, informative, and eye-catching direct mail. Our services include:
- Designing a customized direct mailing plan for you
- Creating impressive graphics on all kinds of mailing materials
- Tailoring your mailing materials and message to your goals
- Tracking results and returns on investment (ROIs) with real-time analytics
- Incorporating multi-channel marketing
Not only will we collaborate with you to make sure we have the right message and images on our mailers, but we’ll also take advantage of our partnership with Epsilon®. Together, we’ll keep accurate and up-to-date targeted lists, so every postcard, self-mailer, letter, and catalog will end up in the right mailbox.
WHAT ARE THE BENEFITS OF AUTOMOTIVE DIRECT MAIL?
Direct mail is a versatile and popular strategy for marketing. Even in the era of technology, direct mail will still comprise a crucial element of any cohesive campaign for marketing. With the various types of available direct mail, companies are able to specifically tailor every direct mail campaign for all purposes and audiences.
There’s also something to be said for finding something addressed to you in your mailbox. Seeing your name on a letter or postcard makes things more personal. Plus, you get far more e-mail than mail these days, so every piece of direct mail is more memorable. At Aspen Automotive, we work with you to send all kinds of creative and tangible direct mail to your targeted audience.
LEARN MORE ABOUT ALL THE MOST POPULAR TYPES OF AUTOMOTIVE DIRECT MAIL
Ultimately, a well-crafted campaign is an important cornerstone of any strategy for marketing. For more information on the different types of automotive direct mail and how they can work for you, contact Aspen Automotive!