Direct mail is an effective marketing tool to help dealerships market their services and vehicles. If you’re hoping to increase your vehicle sales, the right direct mail campaign can make it happen.
Epsilon Individual Automotive has highlighted several ways direct mail can increase vehicle sales. Take a look below, and when you’re ready to begin your next automotive direct mail campaign, contact the experts at Epsilon Individual Automotive.
Direct Mail Can Raise Awareness
Direct mail marketing can raise awareness of your dealership. When you send out direct mail pieces, you remind potential customers that your dealership is there. This is a great option if you want to make an entire neighborhood aware of your dealership or encourage customers to shop.
If you’re looking to sell more vehicles, this can be an opportunity to highlight models that are a priority to sell or let customers know about a promotion that will help boost sales.
Raising awareness can include ensuring that your direct mail piece is eye-catching. Choosing the right size, colors, and images can help your direct mail stand out against the mail Americans receive every day.
Use Data to Reach Leads Potentially Shopping for Vehicles
The correct data can help you reach customers who are more likely to purchase or lease vehicles. You can then tailor your direct mail campaign to those customers, highlighting trade-in offers with the purchase of a new car.
Epsilon Individual Automotive has a collection of databases, including Lease/Loan Enders, which inform you which buyers are at the end of their loan or lease. SureDrive Data can also tell you what vehicle they’re driving, including the make and model. You can target these customers with a direct mail marketing campaign, highlighting vehicles similar to the ones a customer or group of customers have previously purchased.
Other databases provide information on credit scores and demographic data to help you craft a direct mail marketing campaign that focuses on customers you want to connect with.
Personalization is another way your direct mail pieces can help you increase vehicle sales. Including a customer’s name and highlighting their needs can create a more personal relationship with your potential lead. Data like demographics can help you develop these direct mail pieces.
You can even include interactive components to your direct mail, including personalized touches. Personalized URLs (PURLs) and QR Codes can lead customers to your website, where they can interact with a webpage specifically designed for them.</p
Your page may be dedicated to new SUVs or current SUV specials if someone is an SUV driver. You could also include test drive incentives and other helpful information to encourage a customer to visit your dealership.
Choosing the Right Direct Mail Format for Your Marketing Campaign
Selecting the right direct mail format is crucial in ensuring your campaign’s success. Different formats serve different purposes, so aligning your choice with your marketing objectives can enhance engagement and drive conversions.
Interactive Programs
Incorporating technology into your direct mail campaign can enhance engagement and response rates. As mentioned earlier, features such as QR codes, personalized URLs (PURLs), and augmented reality (AR) elements create a seamless bridge between physical mail and digital interactions. These interactive elements encourage recipients to take immediate action by visiting a customized landing page or scheduling a test drive.
Oversized Envelopes
Large envelopes naturally stand out in a pile of mail, increasing the chances of being opened. They offer ample space for detailed information about a sales event, service promotion, or new vehicle launch. The intrigue of a bigger envelope often leads to greater customer engagement and a higher response rate.
Catalogs
Catalogs are perfect for displaying a range of vehicles, offering detailed information, and engaging potential buyers with high-quality imagery. They work well for customers conducting research before purchasing, allowing them to explore various models and features at their own pace.
Postcards
Postcards are one of the most budget-friendly direct mail formats. Their compact design ensures that the recipient immediately sees the message without needing to open an envelope, making them perfect for quick promotions, limited-time offers, or reminders about service appointments.
Types of Promotions to Use in Direct Mail Marketing
Pop Card Promotions
Pop card promotions can grab attention with eye-catching, interactive elements encouraging recipients to take immediate action. These can include pop-out discounts, gift cards, or test-drive incentives.
Loyalty Promotions
Rewarding repeat customers with exclusive offers and discounts can help build long-term relationships. A well-designed loyalty promotion through direct mail can increase customer retention and encourage repeat business.
Trade-In Promotions
A direct mail campaign targeting trade-in customers can bring in potential buyers looking to upgrade their vehicles. Highlighting trade-in offers, competitive appraisals, and limited-time bonuses can entice customers to visit your dealership.
OEM Marketing Programs
Original Equipment Manufacturer (OEM) marketing programs provide dealerships with co-branded materials that enhance credibility and brand recognition. Utilizing these in your direct mail campaign ensures that your promotions align with the brand’s national marketing efforts.
Follow Up on Direct Mail Campaigns
Following up after sending direct mail is crucial for increasing conversions. A simple phone call, email, or even another piece of direct mail can remind customers of your offer and encourage them to take action.
Tracking responses through QR codes, personalized URLs, and call tracking can help measure success and refine future campaigns. The more engagement touchpoints you establish, the more likely you are to turn a lead into a sale.
Additional Tips to Make Your Direct Mail Campaign Stand Out
Investing in high-quality printing can make your mail pieces more visually appealing and professional, helping them stand out in a crowded mailbox. Including a clear call to action ensures recipients know exactly what steps to take next, whether booking a test drive or visiting your dealership.
Leveraging seasonal offers tied to holidays or special events can make your promotions more timely and relevant. Finally, A/B testing different formats, messages, and designs can help you determine what resonates most with your audience, allowing you to refine your future direct mail campaigns for better results.
Learn More About How Direct Mail Can Increase Car Sales
The right direct mail campaign can help your dealership thrive and reach its sales goals. The team of direct mail experts at Epsilon Individual Automotive can craft an automotive direct mail campaign that helps increase your car sales. Contact us to get started today.
