Everyone’s talking about something, and your dealership wants to be part of the conversation. We’re in an age where digital marketing thrives off personalization and transparency, two traits that direct mail marketing can nail with the right approach.
If you’re looking for easy yet effective ways to track and improve direct mail response, we have you covered. Since 1986, Epsilon Individual Automotive has helped over 10,000 individual dealers find their voice—and your dealership is up next. Let’s find a solution together.
Know Your Audience
Your direct mail campaign begins and ends by knowing and segmenting your audience. This is vital not just for the success of your direct mail campaign, but your dealership too. Of course, not everyone will be in the market for a new or used car, or even car-related services.
We recommend segmenting your audience by:
- Age & gender
- Income & location
- Spending habits
Clean Up Your Mailing List
With a segmented audience, you can focus your efforts on a targeted mailing list to further ensure your message reaches the right groups. If you use outdated mailing lists, you run the risk of missed opportunities and wasted money.
Some common mailing lists to consider include:
- Every Door Direct Mail (EDDM)
- Consumer mailing lists
- Specialty mailing lists
- Good Copy Matters
Audience and mailing lists intact, you should focus heavily on crafting copy for your direct mail that’s compelling and concise to convert leads. Thoughtfully plan what you want to convey to your target audience to introduce a sense of trust, approachability, and straightforwardness.
Remember: Copy that speaks to your audience is a key contributor to driving leads.
…CTAs Do Too
With good copy comes good call-to-actions (CTAs). This is your opportunity to clearly and concisely explain the value(s) being offered to convert interest into direct communication with your sales team. For example, you could include a CTA to schedule a test drive, get a trade-in appraisal, or to get pre-approved for auto financing.
Draw More Eyes
For your target audience to read the copy that appeals to them, they must first find it visually appealing. This is a must for any direct mail campaign, as it can be the make-or-break decision for a reader in a split-second decision.
For best results, we recommend using one or two fonts, using high-quality images of your inventory or sales team, and using your dealership’s colors for familiarity (think navy blue and white for Ford).
Leverage Multiple Channels
Lastly, you should seize the opportunity to use a multichannel approach in your direct mail campaign. This is perhaps the most effective and modern way to up your response rate, with tools that lead readers to your digital channels with ease:
- PURLs (Personalized URLs)
- QR codes
- Landing pages
We Make Direct Mail Easy
No one knows your dealership better than you. As a community staple, you’re proud of the relationships you’ve developed, and with an efficient direct mail campaign, you can continue this tradition for years to come.
Our Epsilon Individual Automotive experts are a consultation away from springboarding your direct mail response rates. Schedule yours today.
