The Dos and Don’ts of Direct Mail

When it comes to reaching your audience and marketing your business, direct mail is still as effective as ever. While digital marketing is fast paced and always changing, direct mail marketing keeps chugging along by bringing in new business and return customers. 

So, how can you use direct mail marketing to your advantage? Epsilon Individual Automotive can help you with that. In this blog, we’ll help you refine your strategy by exploring the dos and don’ts of direct mail. 

How to Use Direct Mail Marketing Effectively 

Holding MailIf anyone tells you that direct mail is an outdated form of marketing, they’re not using it correctly. When used right, direct mail can still be a game-changer. Let’s look at tips, tricks, and best practices that’ll help your direct mail campaign deliver a great ROI. 

Know Your Audience 

Before crafting your mailers, it’s important to understand your target audience. Tailor your message to resonate with their needs, preferences, and behaviors. With strategic audience targeting, Epsilon can help your campaign achieve optimal results. 

Personalize Your Mailers 

People don’t want to feel like a number. They want to feel like you’re talking directly to them. Personalizing your mailers makes recipients feel like you care about them. Try incorporating their names, preferences, or even past interactions with your dealership. 

Include a Clear Call to Action (CTA) 

Every piece of direct mail should have a clear call to action. Whether it’s directing recipients to visit your showroom, explore an online offer, schedule a test drive, or a reminder to get their car inspected, a strong CTA is the most surefire way to get people to engage with your business. 

Utilize Multichannel Integration 

Direct mail and digital don’t have to be separate entities. Include a QR code or a personalized URL (PURL) in your mailer to bridge the gap between the two mediums. By using them to complement each other, you’re increasing engagement with a more cohesive approach. 

email marketing

Track and Analyze Results 

Tracking the success of your campaign is a great way to build your marketing strategy for the future. At Epsilon, we have the tools and data solutions that can help you keep track of your direct mail campaign’s performance. That way, you can make adjustments based on what worked well and what consumers didn’t respond to. 

What To Avoid Doing with Direct Mail Marketing 

While direct mail can be a potent marketing tool, certain missteps can hurt your business. To stay successful and maintain your business’ reputation, here are a few direct mail don’ts. 

Spamming Your Audience 

It’s good to stay in touch with your audience, but you also don’t want to overstay your welcome. Avoid sending too many offers too frequently. Otherwise, your local audience may get sick of seeing your name or logo in their mailbox. 

Using Generic Messaging 

If your content sounds boring or generic, your audience isn’t going to respond to it. With Epsilon by your side, we can help you create a copy that’ll draw the reader in so they save your mailer instead of tossing it in the trash. 

Ignoring Design Aesthetics 

Sometimes simplicity is the best option (think Google). However, when it comes to receiving something in the mail, you want to stand out. Including colorful designs, captivating imagery, or using fun fonts are all ways you can make your mailer more interesting. With our in-house production studio, we can work with you to build mailers that stand out for the right reasons. 

Women calling customer

Forgetting to Follow Up 

Using direct mail isn’t a one-off. Following up is the key to having lots of loyal customers. Once a customer has provided you with their contact information, it’s a good idea to send them regular service reminders, holiday sales offers, and even wish them happy holidays at the end of the year. If you don’t follow up, they may look elsewhere the next time they need service or start shopping for a car. 

Learn More About Direct Mail Best Practices 

Epsilon Individual Automotive is your trusted partner in navigating the dos and donts of direct mail. By understanding your audience, personalizing your message, and avoiding common pitfalls, you can harness the full potential of direct mail marketing. Contact us to learn more about how we can help your campaign.