DIRECTS PEOPLE TO YOUR WEBSITE

Direct mail is one of the best ways to guide people from your marketing materials to your website. A simple postcard or letter can be used to pique someone’s interest and get them scrolling through your online inventory in seconds.

A great way to do that is by including quality content and smartphone-compatible technology in your mailers, such as:

• QR codes
• Personalized URLs (PURLs)
• Creative calls to action (CTAs)

Tools like QR codes and PURLs can be quickly scanned to take people to any page or offer that you want them to see. Aspen Automotive specializes in building your marketing mailers around these simple tools and engaging content, so you can see a boost in your online car sales.

INCREASES AWARENESS

So, why does direct mail have such a good return on investment (ROI) anyway? One reason might be because of how effective it is at increasing awareness. It reaches your target audience and provides them with information on everything from who you are to what you have to offer. By simply getting the word out, direct mail can help your business:

• Build brand awareness
• Tell people about specific sales and offers
• Showcase new models and services
• Invite leads and long-time customers to sign up for an email list or follow you on social media

Aspen Automotive has both the tools and experience to reach your target audience and make them more aware of your inventory, offers, and online shopping tools.

GETS MORE EYES ON YOUR OFFERS

Another advantage of direct mail is that once your mailers arrive, they have a better chance of actually being opened than emails. That’s because we receive so many emails every day that it’s easy for something to get lost in the shuffle or end up in your spam folder.

While inboxes receive more emails than a person can possibly handle, mailboxes only get a few pieces of mail each day. Plus, mail is tangible. All of these features make direct mail much more likely to be opened and read. That’s not just speculation, either. The numbers back it up:

• Up to 90 percent of mail gets opened¹
• Only 20 to 30 percent of emails are ever opened1
• 42.2 percent of direct mail recipients read or scan their mail¹

GETS MORE FAVORABLE RESPONSE

Another way direct mail holds its own against more cutting-edge marketing is by being more desirable. Not only will more people see your message than if you rely solely on emails, but they’ll also welcome it.

Seeing an envelope or a package addressed to you is exciting. In some ways, it’s like getting a present. It has your name on it and you have to open it to see what’s inside. That combination of personalization and anticipation is yet another reason for direct mail’s high ROI. Just look at how much people enjoy getting something in the mail:

• 41 percent of Americans look forward to checking their mail²
• 73 percent of consumers prefer for brands to contact them through the mail³

Along the same lines, direct mail marketing is perceived to be better than unwanted emails or calls. Everyone receives spam calls and emails, but nobody enjoys dealing with them. Direct mail not only gets a warmer reception, but it also gives you a great opportunity to ask people if they want to opt in to receiving emails.

CREATES EASIER CONVERSIONS

Getting people to agree to receiving emails and calls from you is where direct mail really separates itself. While nobody likes being spammed, direct mail gives people a choice. It lets them decide whether or not they want to regularly receive offers on sales, services, and new models.

From there, you can nurture those leads by sending information, exclusive offers, or just well wishes until they become customers. Once they do, keep in touch with them and send additional offers further down the line. Committing to a direct mail marketing campaign and customer relationship management (CRM) allows you to establish a longstanding relationship with online consumers.