What Does Direct Mail Do?
Since direct mail is something physical a customer interacts with—as opposed to an email or other digital medium—it has the benefit of engaging people on a deeper level. In fact, according to the Direct Marketing Association, direct mail has a 4.4% response rate, compared with 0.12% for email.1
What Do Direct Mail Pieces Include?
Direct mail provides an opportunity to be creative in new ways while personalizing each piece to individual recipients. Regardless of what type of direct mail you send, it should include:
- A clear call to action (CTA)
- An eye-catching logo and your business’s name
- Contact information (phone number, website URL, email address, etc.)
It’s also always a good idea to highlight your business’s unique selling points (USPs) to demonstrate the value you bring to the customer.
What Is the Direct Mail Marketing Campaign Process?
A direct mail marketing campaign is similar to its digital counterpart. However, it includes additional steps related to how each piece of mail is distributed.
Set Specific Goals
As with any marketing campaign, you want to clearly define your goals. That way, you can focus your strategy accordingly. Do you want to promote a new product or service? Drive more customers to your used inventory page? Bring more customers to your dealership?
Target Each Campaign to Your Intended Audience
If you have information about past customers, you may want to invite them in for a new promotion, remind them about their end-of-lease options, or advertise a new model you have in your inventory. Remember to focus on the wants and needs of your audience to show them how your business can help them move forward.
At Aspen Automotive, we have several databases and a Dealership Management System with accurate customer contact information that can help you target the right customers with direct mail campaigns.
Choose a Catchy CTA
The goal of any direct mail campaign is to get the recipient to act. Whether that be viewing your inventory online, scheduling a test drive, booking a service appointment, or buying a car, direct mail can drive people to take the next stop.
Other campaigns may be aimed at engaging people online. If your dealership has an engaging Facebook presence or a new YouTube channel with helpful videos, you can draw customers in by showing them more about your business on social media.
Pick Your Direct Mail Style & Design
Direct mail comes in a range of sizes and styles. A few popular options include letters, standard and oversized postcards, 3D mailers, brochures, and catalogs. At Aspen Automotive, we have an in-house production studio where we can create all types of direct mail tailored to your business and customized for the wants and needs of your customers.
To add even more to your direct mail, you can add Personal URLs (PURLs). These provide each recipient with a personal landing page that will delight them, while also connecting your direct mail campaign and online presence.
Mail Them Out
Once you’ve found a design you like, the final step is to print and mail out each piece to the intended recipient. We can help you through this part of the process, too.
Launch Your Direct Mail Marketing Campaign Today
Since 1986, Aspen Automotive has helped over 10,000 individual dealerships attract and retain customers through innovative direct mail campaigns. Contact us to learn more about our automotive custom direct mail programs today!