CONSUMERS ARE MORE LIKELY TO OPEN YOUR MAILER

When you go through your mailbox, do you open everything? Do you toss some envelopes in the trash without even looking at them? The difference between your mailer being in the garbage and being tacked to a customer’s refrigerator may come down to whether or not you personalize it.

Seeing, “Dear Resident,” or an address with no name can make your customers think it’s impersonal junk mail. When a letter or a postcard is addressed to someone directly, they’re much more likely to open it.

CUSTOM PROMOTIONS ESTABLISH A STRONGER CONNECTION

One of the perks of direct mail is that it’s tangible; your customers can hold your offer in their hand. That benefits your business on a psychological level. Customizing your promos builds on that by giving the offer a more authentic feel.

That genuine connection lays the foundation for a longstanding relationship between your business and your customers. It also builds brand loyalty, which can lead to a dedicated customer base and increased business by word of mouth.

THEY HAVE A HIGHER RESPONSE RATE

On its own, direct mail has a higher response rate than email. However, personalizing your promos and mailers can raise your rate even higher. That’s because of that connection it establishes. An offer that’s personalized for a customer and their current situation shows that they’re not just a number to you. You took the time to take them into account and you care.

That can go a long way toward your bottom line and the public perception of your business. In turn, that increases the odds that they’ll redeem your offer, sign up for your mailing list, or do business with you in the future.

IT HELPS IMPROVE FUTURE CAMPAIGNS

Every campaign should influence the next one. The best way to improve your future campaigns is to see what worked and what didn’t. Customizing your promotions makes this easier for you. Tracking your results is simple when you know who is receiving each offer and what you’re offering them. Then, you can adjust accordingly for your next campaign. You can also monitor what offers you’re sending your loyal customers, follow up with them, and keep in touch.

CUSTOMIZING KEEPS YOU CREATIVE

Customizing promotions is more than just addressing customers directly. It’s an opportunity to flex your creative muscles. Every time you send a new mailer out, you can use a different design, try new colors, or throw in a different font.

Plus, while each campaign can be eye-catching in its own unique way, you can also have some fun with the content. Every mailer should have engaging copy that’s specifically tailored to your recipients’ wants and needs. For instance, if it’s a new customer or an interested lead, you can send them a personalized offer. If it’s a long-time customer, get them to enroll in a rewards program.

The team at Aspen Automotive is here to help you design and produce the customized dealership promotional mailers that are sure to get customers in your showroom.

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