Direct mail marketing is a way to get your audience to interact with your business. By using the right touchpoints, your direct mail can stand out and bring more customers in.
What are touchpoints on direct mail, though, and how are they used? The team at Epsilon Individual Automotive is here to answer these questions.
What is a Marketing Touchpoint?
A touchpoint is any type of interaction between a brand and a consumer. This can be done digitally, physically, between two people, or any time an individual takes action to learn more about your brand. In advertising, touchpoints are used to raise brand awareness. You can provide essential information, secure your business’ identity, and display the services that best support your audience.
It’s important to use consistent and directive touchpoints. For many people, anywhere from around five to 13 touchpoints are needed before a sale is closed.* During these interactions, you have the time to learn more about your customers’ needs, so you can offer services that they’re more likely to seek out.
Some of these marketing touchpoints can happen in person—between a customer and your team, for example—but there are other ways to encourage these interactions using direct mail before and after a purchase.
How Are Touchpoints Used on Direct Mail?
Direct mail is designed to help your audience learn more about your business. These interactions between you and your consumer—touchpoints—can range from reading over phrases that share information on current specials to more interactive URLs and QR codes.
When you work with Epsilon Individual Automotive to create your direct mail campaign, we can help you use these touchpoints to your advantage. Touchpoints on direct mail can:
Encourage Action
You want your audience to feel inspired to engage with your dealership. From the look and feel of your direct mail to the information you’re sharing, the right touchpoints can spark further action. It may encourage your audience to visit you in person, shop your inventory online, or take advantage of your current specials.
Raise Awareness
Whether you’re a new dealership hoping to draw in customers or highlighting an upcoming vehicle special, your direct mail can help raise awareness and provide information. Your brand is a crucial aspect. It’s how your audience will remember you and the reason they’ll continue to choose your services.
Establish Relationships
On direct mail, touchpoints are used to both bring in new customers and retain previous customers. You can send your direct mail intentionally to maintain these relationships. For example, service-related mail could be perfect for someone with an older vehicle, and a growing family might appreciate mail that directs them to a family friendly vehicle.
Create Your Direct Mail Touchpoints at Epsilon Individual Automotive
When you work with the marketing professionals at Epsilon Individual Automotive, we help design your direct mail campaign from start to finish. Using purposeful touchpoints, we strive to bring more customers through your doors and encourage them to keep coming back.
Contact our team today to begin working on your direct mail touchpoints!
