To help you get the most out of your marketing strategy and strengthen customer relationships, Aspen Automotive put together this helpful walkthrough of some of the best direct mail techniques for doing just that.We’re experts at helping automotive businesses build a strong mailing list to ensure their products and messages reach the right customers. Contact us to learn more about our direct mail services today!
HAVE A STRONG DIRECT MAIL MARKETING CAMPAIGN
Whether your business has been around for decades or you’re the latest local startup, you need to make people aware of your presence. Direct mail marketing is and always will be one of the best ways to do that.
Direct mail might seem outdated to some, but you’d be overlooking one of the most effective ways to reach customers and leads. Direct mail has a broader appeal and can leave a lasting impact. Just look at some direct mail marketing numbers:
- Up to 90 percent of direct mail is opened, while only 20 to 30 percent of email is actually opened.*
- 73 percent of people prefer being contacted via mail because they can read it whenever they want.*
- 42.2 percent of recipients read their mail.*
KEEP IN TOUCH WITH EMAIL MARKETING
While direct mail marketing is an ideal tool to make sure your message isn’t buried in someone’s inbox, email marketing is also necessary for marketing your automotive business. Make sure you get customers to agree to receive emails, though. Sending unwanted emails is one of the fastest ways to end up in the spam folder.
Once you’ve had a customer add their email to your list, you can turn a one-time purchaser into a loyal customer. Feel free to wish them happy holidays or a happy birthday, and include a special offer as a gift. You can even send service reminders and information that may come in handy.
At Aspen Automotive, we’ve expanded our marketing services to include email marketing, so that we can help our clients reach customers through all available channels. Ask us how we can help you build your email list!
USE DATA TO STRENGTHEN CUSTOMER RELATIONSHIP MANAGEMENT
So, how do you figure out who to send your mailers to? How do you keep in touch via email? The key is to focus on customer relationship management (CRM). This keeps track of both leads and customers. Some of the benefits of good CRM include:
- Allows you to personalize content and offers
- Builds lasting relationships with customers
- Improves your public image by upholding good customer service and only emailing people who agree to receive your emails
With data tracking and updated contact lists, Aspen Automotive can help you reach out to the right people at the right time. Plus, by including personalized content, you can establish a stronger connection with each individual customer.
CREATE TARGETED ADS
Placing targeted ads on social media and Google can be just as effective as sending an email or a postcard at the perfect time. They stand out when you’re scrolling through Facebook or Instagram, and they immediately put your business in the viewer’s mind. On top of that, they can instantly bring leads to your website, so they can learn more about you and what you’re offering.
COMMIT TO GREAT CONTENT
Whether you’re placing targeted ads or updating your website, make sure that you include great content. Having the right content not only makes your site more enjoyable to read, but it can also bring more people to your site.
Most people don’t scroll past the first page when they Google something. Having SEO-focused content can boost your ranking when it comes to a Google search engine results page (SERP). In addition to SEO, try to have engaging, informative content that’s easy to understand. The same goes for your mailers, too. Killer content should be a rule of thumb across the board.
MAKE EVERYTHING USER-FRIENDLY
When a customer or an interested lead receives your marketing materials, the last thing they want is to have a tough time getting to your website or redeeming an offer. It only takes a minute before you’ve lost them, and they’ll stop paying attention. That’s why everything has to be designed to be as user-friendly as possible.
Make sure your mailers, emails, targeted ads, and website are understandable and easy to navigate. You can also include scannable tools that’ll take customers right to your homepage, landing page, or microsite, such as:
- Personalized URLs (PURLs)
- QR codes
From building the best mailing lists to managing your data for future campaigns, Aspen Automotive has the tools and expertise to help you strengthen your customer relationships. Contact us to get started or to learn more about the best ways to market your automotive business.