Access to consumer data has changed the way that advertisers approach marketing campaigns. Now that we have data about customers and potential leads, marketing campaigns can effectively reach out.
If you’re interested in using consumer data to book your direct mail campaigns, Aspen Automotive can help. We’ll cover some of the ways that you can use consumer data to create a more effective marketing campaign.
Focus Your Marketing Campaigns
Consumer data makes it easier than ever to target the leads that would be most likely to turn into customers or customers most likely to visit your website and purchase or lease a vehicle.
The databases our team at Aspen Automotive use can tell us a lot about a customer, including their:
- Current vehicle
- Credit score
- Percentage of their lease/loan remaining
You can use this information to target specific demographics. For example, suppose your dealership is looking to bolster its used trade inventory. In that case, you can craft a direct mail campaign emphasizing selling or trading in a vehicle to drivers whose loans are almost complete and might be getting ready to search for a new car.
This allows you to grow your brand’s awareness in your customer’s mind while also meeting a need your customer has.
Personalize Your Direct Mail
Consumer data also allows you to personalize your direct mail campaigns. While you can address specific customer needs, you can even take your campaign one step further with personalized content and interactive marketing.
Personalized content allows you to cater your direct mail to the specific customer you’re sending it to. This can include mentions of their name, a credit approval form based on their credit score, and more.
Interactive marketing tools allow you to add a personalized URL (PURL) that includes their name or QR Code to your direct mail. By scanning the QR Code or typing the PURL into their browser, your lead can be taken to a page on your website customized to them. The browser page can focus on what your customer needs, whether that’s vehicle service or a financing page.
Measure the Performance Of Your Campaign
When crafting a marketing campaign, you hope to get a good ROI. Customer data can help you determine if your campaign is working and where you might need to improve.
Your direct mail can include customer surveys and QR codes that allow your customers to leave feedback. In addition, you can track how often your customers take advantage of the interactive, personalized marketing you’ve put on your direct mail pieces.
You can use any information you gather from these visits to your website or forms to further personalize and craft an easy and enjoyable experience for your customer.
Learn More About How Aspen Automotive Can Help You Create A Data-Driven Direct Mail Campaign
These are just some of Aspen Automotive’s approaches when creating a data-focused direct mail automotive campaign.
Contact us if you’re interested in learning how our skilled team can help you craft a direct mail campaign. We have an in-house design team, technology, and the tools to create your entire campaign. Give us a call today.
