Direct mail is a versatile marketing tool that can help car dealerships sell vehicles, introduce themselves to potential customers, and even promote vehicle specials.
Epsilon Individual Automotive is a team of direct-mail automotive marketing experts that can help you create a direct-mail campaign that promotes your current car specials. Learn a bit about the ways that direct mail can advertise vehicle specials, and then reach out to us to kick off your next direct mail marketing campaign.
Every Door Direct Mail® Can Let Locals Know About Your Vehicle Specials
When you want to let your customers or the folks in your area know about your current vehicle specials, consider an Every Door Direct Mail® (EDDM®) campaign. For this campaign, you can select zip codes or neighborhoods that you’d like to target, and every household in that area will receive information on your vehicle specials.
This saturation lets everyone know about your car specials. The more people who know about them, the more people will have an opportunity to act on those specials. This can also be a great way to reacquaint shoppers with your dealership.
Data-Driven Direct Mail Can Reach Customers Who May Benefit from Your Vehicle Specials
If you want a more targeted approach for your car sales promotion, use data to guide your direct mail marketing decisions. Epsilon Individual Automotive has several data solutions that can help direct a special campaign to reach the right audience.
The right audience for your current vehicle specials may be those with a specific household income, credit score, or family size. For example, specials on large SUVs are more likely to be successful when marketed to families who may need the space when running errands or going on vacation.
Direct Mail Can Highlight Specific Vehicle Specials to Help Improve Sales of Certain Models
Is your dealership hoping to move specific models? A special and direct mail marketing campaign can help with that. Data can help you reach customers who are more likely to be interested in those vehicles and who are ready to shop for their next ride.
Epsilon Individual Automotive’s SureDrive Data and Lease/Loan Enders databases can inform you of what kind of vehicle someone drives and whether they are approaching the end of their loan or lease. You can market your vehicle specials for a similar make/model similar to the one your potential customer is driving!
You can narrow your direct mail marketing list even further by targeting customers with credit scores to purchase or lease a vehicle from your dealership with ease. Potential customers who receive a special that’s focused on their vehicle preferences may also feel more inclined to shop at your dealership since you’re already catering to their needs!
Measuring the Success: Tracking ROI from Your Direct Mail Car Specials
You’ve put in the work to design a standout mailer, personalized it with the right messaging, and sent it out with strategic timing. Now, it’s time to measure your results. Understanding how well your direct mail car specials are performing is essential to refining your strategy, boosting ROI, and making smarter marketing decisions going forward.
Use Personalized URLs and QR Codes
Including personalized URLs (PURLs) or QR codes on your mail pieces is a simple, effective way to track responses. When recipients scan the code or click their PURL, you can monitor real-time interactions: which vehicles they browsed, whether they scheduled a test drive, or how long they engaged with the site. This allows for clear attribution and follow-up.
Monitor Conversion Rates and Redemption Metrics
Each campaign should have a clear call to action—maybe it’s scheduling a service, redeeming a limited-time lease offer, or booking a VIP test drive. By tying these offers to unique codes or URLs, you can directly track how many recipients took action. Compare these numbers with how many mailers were sent to calculate conversion rates and measure cost-effectiveness.
A/B Testing for Smarter Strategies
Try sending out two variations of your mailer: different headlines, images, or incentives and track which one performs better. This method of A/B testing helps refine future campaigns, taking the guesswork out of what works best for your audience.
Ultimately, tracking ROI ensures you’re not just sending out mailers and hoping for results; you’re building a stronger performance-driven strategy with each campaign.
Crafting High-Impact Direct Mail Creative: Designs and Messaging That Drive Action
Eye-catching design and compelling messaging are key to drive attention to your message. Your mailer has one job: to grab attention and drive action. So, how do you create a mail piece that your audience doesn’t just skim and toss?
- Design with Purpose: Bold colors, sleek car imagery, and clean layouts create a visual experience that speaks directly to your brand. A well-designed mailer should mirror your dealership’s professionalism and energy. Add visual hierarchy, headlines that pop, images that draw the eye, and white space that keeps everything digestible.
- Messaging that Matters: Speak directly to the reader’s needs. Instead of saying, “Great Deals on Cars,” say, “Upgrade to a 2025 SUV for $0 Down—Just for You.” Highlight benefits over features. People want to know what’s in it for them—convenience, value, exclusivity. Use active, upbeat language that invites action.
Remember, a creative mailer is about building a connection that leads to a click, a call, or a visit.
Integrating Direct Mail with Your Digital Marketing for an Omnichannel Approach
When your direct mail campaign works hand-in-hand with your digital strategy, the results can be extraordinary. Consumers interact with your brands in multiple channels; they bounce between physical mail, websites, emails, and social media. So why not meet them at every touchpoint?
Start Planning Your Next Automotive Specials Direct Mail Campaign
Direct mail can help your dealership promote car specials, whether you’re using a targeted approach or letting an entire neighborhood know. Are you interested in learning more about how a direct mail campaign can aid your dealership? Reach out to the experts at Epsilon Individual Automotive today.
