Many common marketing strategies often fall into one of two categories: push or pull marketing. If your dealership is considering a direct mail campaign, it can be helpful to understand whether direct mail is a push or pull marketing strategy.

The direct mail experts at Epsilon Individual Automotive can help. We’ll go over where direct mail falls on the push and pull marketing spectrum and share some benefits of direct mail marketing. Have more questions about direct mail? Contact us!

Direct Mail: A Push Marketing Strategy

Direct mail is a push marketing strategy. Push marketing strategies are about pushing content in front of potential consumers. The goal is to move the customer toward your dealership and provide them with information.

Push marketing is often used to generate profits, increase awareness, and reach short-term goals. In general, push marketing is also a little less expensive than pull marketing.

Why Use Push Marketing Strategies?

You can combine push and pull marketing strategies; however, push marketing is also quite effective on its own. It all depends on what your goals are for your next marketing campaign.

Push marketing is also great specifically for niche markets, like automotive. While automotive sales are a large part of American consumerism, it often only happens at select places: dealerships. Repairs and maintenance are only done at service centers. Automotive advertising is specific and fills a particular need for consumers.

As we mentioned, push marketing puts information in front of a potential customer. This information could be a promotion, like an oil change service special, or a flyer advertising your newest inventory of SUVs. Your goal may be to increase the number of oil changes your service center performs or increase the sales of your SUVs. Either way, your customer is getting information they can then act on.

Benefits of Direct Mail as a Push Marketing Strategy

Direct mail has many benefits as a push marketing strategy, including that most Americans like receiving mail! In fact, 41% of all Americans look forward to checking their mailboxes daily.* You’re placing your advertisement directly in the hands of Americans who like receiving mail and will take the time to look through it.

Mail also sticks around a household for about 17 days.* This gives your potential customer several opportunities to reread your direct mail advertisement and decide to act on it. If there are other adults in the house, it allows them to read and act on your direct mail as well.

Direct mail can also be personalized to create a better connection with a lead. Epsilon Individual Automotive has a collection of databases that provide demographic, vehicle, and credit score data, which can be used to personalize your advertisement. Focus on what that customer is looking for, and you’re more likely to generate a sale.