When you’re considering your next approach to your automotive marketing campaign, you may find yourself debating between two options: direct mail marketing and email marketing. Both can be effective marketing tools, helping to drive customers to your service center or get them behind the wheel of a vehicle on your lot.
How do you know which is right for your campaign? The experts at Epsilon Individual Automotive are here to help. Below, we’ll explore the benefits of both marketing methods, as well as some use cases for both marketing approaches. Let us know how we can help by reaching out to us online.
Benefits of Email Marketing
Email marketing involves sending messages to someone’s digital inbox. There are several benefits to email marketing, some of which include its convenience.
Email marketing delivers messages instantly once your marketing team presses ‘send’. Your customers can access the email right away and learn about the promotion or advertisement you’re running, then quickly take action in response.
Compared to some other marketing methods, email marketing is cost-effective. Since it’s digital, there is no physical component that needs to be paid for, and its success rate is easily trackable. Just monitor the number of opens and click-throughs that your email receives.
Planning Multi-Channel Campaigns for Better Results
To get the most out of your email marketing campaign, it’s worth considering a multi-channel approach. You can reach a broader audience and boost engagement by combining offline and online strategies.
Tease What’s Coming: If you’re about to sell a new vehicle, build some excitement with a teaser campaign. Create a campaign that lets people engage with online content to reveal more details about the new vehicle or product.
Engage with Giveaways: If you’re running a contest or giveaway, like a chance to win a test drive or special discounts, make sure it’s easy to enter. Let customers respond to the giveaway through your email campaign so they can enter and participate.
Promote Special Offers: Email marketing can be a powerful tool for promoting time-sensitive deals, such as financing options or service center discounts. For example, include an exclusive code that recipients can redeem online.
Benefits of Direct Mail Marketing
Direct mail marketing has been a reliable way of reaching customers long before the advent of email marketing. It’s tangible, allowing customers to touch it, hold onto it, and revisit it if they keep it in their home. Direct mail tends to be a more memorable form of marketing.
Direct mail is also highly customizable. You can create a personal connection with potential customers and integrate technologies such as personalized URLs or QR codes.
For a high response rate, direct mail is an effective strategy. It boasts an average response rate of 9 percent for house lists and 4.9 percent for prospect lists.1
Direct Mail Works for Your Dealership
With today’s overwhelming influx of emails and constant online ads, it’s easy for digital marketing to get lost in the noise. That’s where direct mail shines. Unlike email, which can easily be ignored or deleted, physical mail grabs attention the moment it’s in your hand. It’s a refreshing change from the digital world we’re all used to.
Direct mail is a tangible reminder of your dealership. A well-designed postcard or flyer isn’t just something you look at once; it can hang around—on a coffee table, kitchen counter, or even the fridge. It sticks around, giving potential customers more time to consider your offers and what your dealership can do for them.
By targeting specific groups—whether new car buyers, families in need of a reliable SUV, or luxury vehicle shoppers—you can make your message more personal and relevant. That means more people will pay attention to what you have to say, and it helps keep your campaign local, which is always a plus.
Let Your Direct Mail Campaign Stand Out
If you’re looking to get the best ROI from your direct mail campaign, you should follow some key strategies. First and foremost, personalization is crucial. Use your customer data to speak directly to each person. Something as simple as using their name or tailoring offers based on past purchases can make a huge difference.
The design of your mailer also plays a significant role. Think about what would catch your eye if it appeared in your mailbox. A bold, professional design with striking visuals and a clear message is essential. And don’t forget to make it easy for people to take action—whether scanning a QR code, visiting a website or calling a number. You want to guide them toward that next step effortlessly.
Finally, track your results. Knowing what works and what doesn’t is critical to improving your future campaigns. You’ll see better results using the data to refine your approach.
Which Option Is Right for Your Next Marketing Push?
While both marketing methods serve different purposes, email and direct mail marketing can complement each other. A multi-channel approach can reach your customers in both the physical and virtual worlds.
Your direct mail marketing campaign can be an excellent way to connect with a customer for the first time, establish brand awareness, and encourage them to visit your dealership or website.
Once they’ve responded to the call-to-action of your mailer, you can follow up with an email. This method is a quick and easy way to engage with your customers, remind them of any ongoing promotions, and keep your dealership top of mind.
Both direct mail and email marketing give you the opportunity to segment your audience and target them with personalized, relevant promotions that meet their individual needs.
Create Your Next Automotive Marketing Campaign
If you’re ready to plan your next automotive direct mail or email marketing campaign, turn to the experts at Epsilon Individual Automotive. Our team can help you develop your next marketing effort, including aspects like data, design, and integrated technology.
Contact us to begin planning your next automotive marketing campaign today.
1 https://www.smallbizgenius.net/by-the-numbers/direct-mail-statistics/#gref
