Let’s face it, online shopping isn’t going anywhere—and that’s a good thing! Not only do your customers love the convenience, but it saves your dealership the manpower you’d otherwise spend selling in the showroom.
So, how do you go about boosting your online car sales while designing your next marketing campaign? Here are five direct mail ideas from the experts here at Aspen Automotive.
1.Create Direct Mail that Stands Out to Potential Online Car Buyers
Before you can get your customers to your website, you need to catch their attention. Of course, with direct mail, you’re already at an advantage, because research shows that customers are much more likely to open a piece of physical mail than a digital email.
In fact, 73 percent of American consumers say they prefer being contacted by brands via direct mail than any other source.1 As for the direct mail that gets opened? Oversized envelopes tend to have the highest response rate.1
At Aspen Automotive, we can help you design direct mail products that stand out to your future customers, and be ones that they’ll actually enjoy receiving. Some attention-grabbing mailers we can create include:
- Dimensional mail
- Lumpy mail
- Catalogs
- Oversized mail
2.Personalize Your Products to Your Customers
We’ve talked about grabbing the attention of your customers—and what’s more attention-grabbing than your own name? Personalizing your products to the individual consumer provides a thoughtful touch that’s missing from many digital mass communications.
To start, you can address your products directly to the consumer. Want to go a step further? Consider using data analytics to discover your customers’ shopping preferences, including their vehicle preferences, right down to:
- Make
- Model
- Year
- Trim level
We recommend generating a personalized URL (PURL) for every piece of direct mail to take your customers to a landing page that’s unique to them and their interests. This landing page is also known as a microsite, and it’s accessible by that customer, and that customer only. All they need to do is enter the unique URL code provided to access an online inventory that’s perfectly tailored to them.
3.Utilize Data to Optimize Online Car Sale Performance
Did you know that Aspen Automotive has a unique partnership with Epsilon, the leader in outcome-based marketing? Our partnership, in combination with our proprietary Aspen SureDrive Data, allows us to improve return on investment (ROI) by targeting the most high-intent customers.
We also include our Lease/Loan Ender database to help you identify the consumers who are getting ready to trade in their current vehicle for a new one. This couples with credit score data and more, so that you can target your direct mail. You’ll be able to send customers to microsites that feature the kinds of vehicles they’re most likely to qualify for and purchase online—exactly when they’re ready to do so.
4.Integrate Technology With Your Direct Mail Campaign
Of course, data isn’t the only kind of tech that you can use to optimize your direct mail campaign and boost online car sales. As long as we’re taking car buying online, we might as well integrate some technology with our direct mail campaigns, too.
Our team at Aspen Automotive can help you do that with our suite of automotive marketing technology solutions that are sure to boost online car sales. This includes technologies like:
- Microsites
- 800 lead-generating tracking numbers
- Mobile website optimization
We can also help you generate PURLs and QR codes that can easily take consumers directly to your online inventory or a curated microsite with just a few simple taps on their phone. We can integrate a personalized QR code as part of your direct mailer designs that improves ROI, boosts car sales, and generates more leads by seamlessly pairing the traditional with the digital.
5.Work With an Experienced Direct Mail Agency to Boost Online Car Sales Today
At Aspen Automotive, we know the direct mail industry. We have a proven track record of helping car dealerships boost online and in-showroom car sales. With our years of experience, we’ve learned the very direct mail techniques that can help to boost online car sales for automotive businesses like yours.
Not only can our team provide a standout design that’s sure to catch the attention of your future customers, but we also provide data analytics to personalize products and an in-house production facility that allows for a quick turnaround on all products.
Contact us to start boosting online car sales with direct mail today!
1https://www.smallbizgenius.net/by-the-numbers/direct-mail-statistics/#gref
