Why is My Direct Mail Campaign Not Working?

Were you hoping for more success from your last direct mail campaign? There may have been a few things that stopped your campaign from being the best it could be. The marketing experts at Epsilon Individual Automotive are here to highlight the common reasons direct mail marketing campaigns may not succeed. Read on to learn more.

Low-Quality Artwork or Text

Direct mail is a visual form of marketing. You want your direct mail piece to stand out among the other mail that someone may receive in their mailbox. A pleasing-to-look-at piece of mail with easy-to-read text and high-quality artwork can make a big difference when your potential customers are choosing what to read over and what to throw out.

Epsilon Individual Marketing has an in-house design team that can help your direct mail campaign look its best. We can recommend the right size of the mailer, color options, and photos to use for your next campaign.

Outdated Mailing List Information

An updated and accurate mailing list is essential when crafting your direct mail campaign. If your mailing list is old, you may not be reaching the people you intend to reach because you have the wrong address or name. They may also no longer be interested in the specific promotion you are offering.

For example, someone who used to drive sedans may now have children and only shop for SUVs. Sending them a promotion for sedans may not bring them to your business.

Limited Data and Personalization

personalization in automotive direct mail marketing Using databases and personalization, you can reach your customers in a more personal way that reflects their actual needs. You can also save on postage when you’re only targeting those who may be a good fit for your current ad campaign.

Epsilon Individual Automotive has several data solutions that can help you craft the ideal mailing list for your next direct mail campaign. The information we can provide includes demographic data, credit scores, the type of vehicle someone currently drives, and how close they are to finishing their loan or lease.

Unclear Call-to-Action

Your marketing campaign should have a goal in mind. What do you want to accomplish, and what do you want your leads to do when they receive your advertisement? A clear and simple call-to-action (CTA) gives actionable instructions to your leads on how to act on the information you’ve provided.

Some examples include:

  • Contact us today!
  • Schedule your next service appointment through our online scheduler!
  • Take advantage of our SUV promotional sale today!

The Wrong Time of Year for Your Campaign

timing direct mail marketing campaignsThere are certain times of the year that are better for some direct mail campaigns than others. If you’re offering a holiday promotion, ensure that it arrives before the holiday occurs so recipients can properly take advantage of it.

When considering what time of year to send out your campaign, also consider how often you want your customers to receive mail from you. Too much, and they may consider it spam. Too little, and they may forget about your business.

Make Your Next Direct Mail Marketing Campaign Successful

The team at Epsilon Individual Automotive can help you create a successful direct mail marketing campaign for your automotive business. From crafting the design to creating a targeted mailing list, we are here every step of the way. Contact us to learn more about our direct mail marketing services today.