When you’re crafting a direct mail campaign, you want to know if it will have an impact. A marketing campaign’s success can depend on who you’re targeting and why. The right data is important in creating a successful campaign and answering those questions.
Epsilon Individual Automotive uses automotive data solutions to collect important data to use for direct mail marketing campaigns. See below what data types are important to your next direct mail marketing campaign.
Data That Helps You Focus Your Direct Mail Marketing Campaign
Data can help you focus your direct mail marketing campaign.
Demographic data provides a lot of information you can use to tailor your direct mail marketing campaign. Data that falls into the demographics category can include:
- Family size
- Marital status
- Household income
- Location
If your dealership is hoping to move a lot of SUVs, demographic data can help you create a campaign targeted toward those with families. You may be able to highlight luxury models in a marketing campaign to families with a larger household income or high credit score.
Automotive databases also provide Epsilon Individual Automotive with automotive data. This can include the make, model, and trim level of a vehicle purchased or leased by someone. This information can help you craft a direct mail marketing campaign targeting those customers who love a specific model or are currently driving a similar vehicle.
Data That Allows You to Personalize Your Direct Mail Pieces
Direct mail campaigns don’t have to be one-size-fits-all. In fact, data allows you to personalize your campaigns and reach out to a customer in a way that feels more like a one-on-one interaction.
Data is how you can do that. Epsilon Individual Automotive’s Lease/Lenders database provides data that tells us when someone’s lease or loan is almost completed, as well as information on the vehicle itself. When someone’s loan or lease is close to ending, send out a personalized direct mail piece to encourage them to shop for their next ride.
Personalized can take on a few forms:
- QR Codes
- Personalized URLs (PURLs)
QR Codes can provide a lead with the ability to interact with the direct mail piece with their smartphone. When the code is scanned, it can register them as a customer and even take them to a page based on the type of vehicles they typically prefer or a trade-in page if they are beginning to shop for their next ride.
PURLs act in a similar fashion. PURLs can even include your customer’s name! This can bring them to a personalized webpage, including their name and other helpful information based on data you have about them. Using their name can create a more personal connection between your customer and your dealership. You can highlight current specials that may apply or provide a service coupon for a needed upcoming oil change.
Learn More About What Data Can Impact Your Direct Mail Campaigns
Data helps create direct marketing campaigns with focus and a larger return on investment. If you want to learn more about how data can guide your direct mail marketing campaigns, speak to experts at Epsilon Individual Automotive.
Our Epsilon Individual Automotive team can help you create a data-based automotive direct mail campaign. Contact us today.
