Are you curious about direct mail and its potential benefits for your car dealership? You’re in the right place!

Below, Epsilon Individual Automotive answers all your questions about direct mail. Learn more about direct mail marketing and the strategies we offer, then reach out to our team to start your next campaign.

What Is Direct Mail Marketing?

Direct mail is an advertising strategy that can attract new and returning customers to your business. By physically sending your product, promotion, or company information directly to your customers, you can stand out and create more personal, engaging relationships.

Why Use Direct Mail?

Although many businesses instinctively go for digital advertising, direct mail can provide many benefits for your dealership. Direct mail holds both a nostalgic and exciting feeling for many. In fact, 41% of Americans of all ages still look forward to receiving the mail daily.

With such statistics, you can market your dealership to a captive audience and draw in more business.

How Does Direct Mail Target Customers?

You want to ensure the right promotions and products get to the right people. To make that happen, we use automotive data solutions. We can better direct mail using specific demographics of your audience, including:

• Household income
• Household size
• Location
• Marital status
• Vehicle history

Demographic data can help us better understand what your customers want. If, for example, one household has a history of buying larger, pre-owned vehicles, we can direct them to your pre-owned SUV inventory, so they’re more likely to engage with you.

What Are Direct Mail Marketing Programs?

Along with targeting your audience based on specific demographics, direct mail marketing covers various strategies depending on your needs, customer needs, and the time of year. Some of the programs we offer at Epsilon Individual Automotive include:

• Interactive Direct Mail
• Seasonal/Holiday Promotions
• Pop Card Promotions
• Loyalty Promotions
• Trade-In Promotions

Direct Mail Marketing vs. Email Marketing: What Are the Key Differences?

While both direct and email marketing aim to reach customers with promotional content, they differ significantly in their approaches and impacts.

Tangibility and Engagement 

Direct mail provides a physical piece that recipients can hold, creating a tactile experience. This physical presence often leads to higher engagement rates, as individuals are more likely to open and read mail they can touch. In contrast, emails are intangible and can be easily overlooked or deleted without opening.

Perceived Personalization 

Receiving a personalized letter or brochure in the mail can make customers feel valued. Direct mail can be customized with personal touches, such as the recipient’s name or tailored offers, enhancing the sense of personalization. Email marketing also allows for personalization, but the digital nature sometimes makes it feel less genuine.

Delivery and Open Rates 

Direct mail often boasts higher open rates, with studies showing that recipients open up to 90 percent of direct mail. Emails, however, face challenges such as spam filters and crowded inboxes, leading to lower open rates, typically between 20 percent and 30 percent.

Longevity and Recall 

A piece of direct mail can sit on a desk or countertop, constantly reminding you of your dealership. This physical presence can lead to better brand recall. Conversely, emails can quickly get buried under new messages, reducing their lasting impact.

How Can I Make My Direct Mail Campaign Stand Out?

To ensure your direct mail campaign captures attention and drives action, consider the following strategies:

Eye-Catching Design 

Invest in high-quality design that reflects your brand’s identity. Make your mail piece visually appealing by using vibrant colors, compelling images, and clear typography.

Clear and Compelling Copy 

Craft concise messages that convey your offer’s value proposition. Use persuasive language and strong calls to action to encourage recipients to take the next step.

Personalization 

Address recipients by name and tailor content to their preferences or past behaviors. Personalized messages resonate more and can significantly boost response rates.

Innovative Formats 

Experiment with different mail formats like postcards, brochures, or pop-up cards. Unique formats can intrigue recipients and make your mail piece memorable.

Incentives and Offers 

Include special promotions, discounts, or exclusive offers to entice recipients to visit your dealership or take advantage of your services.

How Do I Boost Brand Awareness Through Direct Mail Campaigns?

Direct mail is a powerful tool for enhancing your dealership’s brand awareness. Here’s how:

Consistent Branding 

Ensure all mail pieces consistently reflect your brand’s colors, logos, and messaging. Consistency reinforces brand identity and makes your dealership easily recognizable.

Storytelling 

Share your brand’s story, values, and mission through mail campaigns. Engaging narratives can create emotional connections with recipients, fostering loyalty.

Regular Communication 

Establish a mailing schedule to inform your audience about new vehicles, services, or promotions. Regular updates keep your dealership top-of-mind for potential customers.

Community Engagement 

Highlight your involvement in local events or partnerships. Showcasing community engagement can enhance your brand’s reputation and appeal.

What Are Some Advantages of Using Direct Mail and Catalogs?

Incorporating direct mail and catalogs into your marketing strategy offers several benefits:

Tangible Interaction 

Physical mail allows customers to engage with your content in a way digital media can’t replicate. The tactile experience can leave a lasting impression.

Detailed Product Showcase 

Catalogs allow you to showcase your vehicle inventory in detail, including specifications, features, and high-quality images, helping customers make informed decisions.

Targeted Reach 

With data-driven strategies, direct mail can be sent to specific demographics, ensuring your message reaches the most relevant audience.

Reduced Digital Clutter 

In an era of digital overload, physical mail stands out. It doesn’t compete with the constant barrage of online ads and emails, making it more likely to capture attention.

Sizes and Formats of Direct Mail

Direct mail comes in various sizes and formats, each serving different purposes:

Postcards 

Typically ranging from 4″ x 6″ to 6″ x 11″, postcards are cost-effective and great for brief messages or promotions.

Letters 

Standard letters (8.5″ x 11″) enclosed in envelopes offer a more personal touch and can include detailed information.

Brochures 

Multi-fold brochures provide ample space to showcase multiple vehicles or services, ideal for comprehensive presentations.

Catalogs 

Usually larger, such as 8.5″ x 11″ or 12″ x 12″, catalogs can display extensive inventories with detailed descriptions and images.

Choosing the correct format depends on your campaign’s objectives and the message you wish to convey.

What Do We Provide for Your Direct Mail Marketing Campaign?

Epsilon Individual Automotive has the skills and experience to create and execute an effective direct mail marketing campaign for your dealership. We have automotive data solutions to target the right customers and our in-house production studio to design an eye-catching advertisement.

Our studio is home to one of the largest printing facilities in the industry, meaning we can have your mail out for delivery in as little as 72 hours.

Start Your Direct Mail Campaign with Epsilon Individual Automotive

Direct mail marketing can benefit your dealership by catching the eyes of new customers and valuing returning customers, too. To learn more about how Epsilon Individual Automotive can help you start your next direct mail marketing campaign, contact us today!