A direct mail marketing campaign can be an effective tool in your business’s arsenal when you’re looking to improve sales or increase brand visibility.
If you’re interested in learning how to create a good direct mail campaign, turn to the experts at Epsilon Individual Automotive. We’ve put together this page to highlight the beginnings of a great automotive direct mail campaign. Read on and reach out to us when you’re ready to start yours.
Clearly Define the Goal of Your Direct Mail Campaign
Every great marketing campaign, including direct mail campaigns, has a goal in mind. What do you want to achieve for your automotive business with your direct mail?
Direct mail campaigns can help you with a variety of goals, including:
- Increasing brand awareness
- Increasing sales of a specific vehicle type
- Highlighting current promotions
This is a good time to create your campaign’s call to action (CTA). This is a sentence that helps drive customers into acting, whether that’s going to your website or visiting your dealership.
CTAs should be easy to complete and add value for your consumer. A simple CTA will get the job done better than one that’s complicated or tries to ask the audience for too much.
Use Data To Narrow Your Target Audience
Your direct mail campaign may not be one-size-fits-all. Data can help a direct mail marketing campaign reach the correct audience.
Our data solutions, such as Aspen SureDrive Data, Dealer Data Download, and Lease/Loan Ender, can help you find the right customers for your campaign.
Considering the demographics of your customers can help, too. If you want to sell more large SUVs, you may want to target those with larger families or a certain income bracket.
The Lease/Loan Ender database can tell you who’s approaching the end of their auto loan or lease, so the odds are better they’ll be considering a new SUV sooner than those with many payments left.
If you aim to target a specific part of your local area, targeting by zip code can increase brand awareness.
Personalize Your Direct Mail Campaign
Personalization can go a long way with potential leads. A personal touch makes people feel more connected to the direct mail piece they’re reading and establishes trust with your business. It can even make your direct mail more memorable.
You can add personalization to your direct mail in a variety of ways, including:
- Using the customer’s name
- Adding a handwritten signature to each direct mail piece
- Using a personalized URL on your direct mail piece
Direct mail can bring your customers to your website with the help of personalized URLs (PURLs). PURLs allow customers to access a customized landing page that includes their name and caters directly to their needs. This can encourage them to explore and patronize your automotive business.
Start Crafting Your Next Automotive Direct Mail Campaign Today
When planning your next automotive direct mail campaign, the team at Epsilon Individual Automotive can help. Our team can help you with every aspect of your direct mail campaign, from design and audience data to technology integration.
Contact us to learn more about making your next direct mail campaign successful today.